Hollywood actor Glenn Powell's better-for-you food brand is heading somewhere new. After co-founding Smash Kitchen around pantry staples like condiments and cooking oils, the brand is officially stepping into the snack aisle with its first-ever line of kettle-cooked potato chips.
The move reinforces Smash Kitchen's commitment to real ingredients and to no artificial shortcuts, which helped it stand out in the crowded celebrity food space. According to the brand, the chips are made with USA-grown, non-GMO potatoes and cooked in small batches for added crunch and texture. There are no artificial flavors or artificial colors—just straightforward ingredients and bold seasoning.
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Clean-Ingredient Kettle Chips
Courtesy Smash Kitchen
The debut lineup includes four flavors: Classic Sea Salt, American-Style BBQ, Hot Honey BBQ and Rosemary. The range balances traditional snack staples with slightly elevated options, particularly the rosemary variety, which feels more specialty-market than gas-station chip rack.
Smash Kitchen describes the new chips as being built on three simple pillars: great flavors, all-natural ingredients and real crunch. The kettle-style cooking method delivers a thicker, sturdier chip with more texture than standard thin-cut varieties, giving the lineup a premium feel while still staying approachable.
View this post on InstagramKettle-style chips have carved out a strong niche in the snack category, appealing to shoppers looking for thicker, crunchier snacks with more texture and potato flavor. Unlike traditional thin-cut chips, kettle chips are cooked in batches rather than on a continuous conveyor, which creates their signature crunch and slightly irregular shape. The format has become a go-to for brands trying to signal a more premium or small-batch feel, even at mainstream grocery price points. By entering the category with familiar flavors instead of novelty mashups, Smash Kitchen appears to be positioning its chips as everyday staples rather than limited-time flavor experiments.
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Early Buzz Is Building
Initial reaction online suggests fans are already on board. In the comments of a recent Instagram reel announcing the launch, one user called the chips "actually the best," and "So excited they are finally out!!!!!" Others praised the texture and seasoning balance. The immediate social buzz signals that Smash Kitchen's expansion into snacks may resonate just as strongly as its original pantry offerings.
Celebrity-backed food brands don't always translate into repeat grocery buys. But by leaning into simple ingredients and familiar flavors rather than novelty gimmicks, Smash Kitchen appears to be positioning these chips as everyday staples instead of limited-time hype. If the crunch lives up to the promise, Powell's brand may have just found its most snackable hit yet.
Related: The 'Poor Man's' Meals Famous Chefs Still Eat at Home
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