- Actor Glen Powell’s Smash Kitchen has launched its first kettle-style potato chips nationwide at Walmart and Walmart.com, entering the $40 billion salty snack category with a clean-label, non-GMO lineup priced at $3.47 for a 6-oz bag.
- The four-flavor debut — Classic Sea Salt, American Style BBQ, Hot Honey BBQ, and Rosemary — is made from U.S.-grown, non-GMO potatoes, extending the brand’s better-for-you positioning from the pantry to the snack aisle.
- The chip launch marks a significant expansion for Smash Kitchen, which since its April 2025 debut has built a full pantry portfolio spanning condiments, sauces, and cooking oils.
Glen Powell’s Smash Kitchen brand entered the $40 billion salty snack category this week, launching its first-ever kettle-style potato chips exclusively at Walmart and Walmart.com — bringing its clean-label, non-GMO philosophy to one of grocery’s most competitive aisles.
The salty snack aisle is among the most crowded and highest-stakes real estate in any grocery store. Dominated by legacy brands with enormous marketing budgets and deeply entrenched consumer habits, it’s a space where newcomers rarely break through on product alone. Smash Kitchen is betting that a combination of clean ingredients, accessible pricing, and the cultural magnetism of its co-founder can change those odds.
Launched in April 2025, Smash Kitchen built its initial identity around better-for-you organic condiments and cooking oils. Now, barely a year into its existence, the brand is stepping into one of the grocery industry’s toughest categories. The chip launch isn’t just a product extension — it’s a statement about where Smash Kitchen sees its future.
Smash Kitchen’s kettle chips arrive at a moment when “better-for-you” snacking has moved from niche to mainstream. Consumers, particularly millennial and Gen Z households, are scrutinizing ingredient lists with increasing intensity, seeking out products free from artificial additives, GMOs, and mystery components. Smash Kitchen’s non-GMO, U.S.-grown potato sourcing speaks directly to that demand.
The four launch flavors cover a deliberate range of profiles — from the neutral versatility of Classic Sea Salt to the trend-forward sweet heat of Hot Honey BBQ, which the brand calls actor and co-founder Glen Powell’s personal favorite. The inclusion of Rosemary signals an ambition to reach beyond mainstream snack consumers and into the cooking-curious, flavor-forward audience that tends to index high on social media engagement.
The Walmart-exclusive retail strategy is equally deliberate. Rather than launching through specialty or natural grocery channels — where better-for-you snack brands typically find their first footing — Smash Kitchen has gone straight to mass retail. At $3.47 per 6-oz bag, the price point is competitive with conventional kettle chips, removing price as a barrier for the value-conscious consumers who make up Walmart’s core shopper base.
The timing also underscores Smash Kitchen’s maturation as a brand. Since its April 2025 launch, the company has assembled a surprisingly comprehensive pantry lineup — ketchup, mustard, mayonnaise, barbecue sauce, cooking oils — in under a year. Moving into high-frequency snack staples suggests the brand is building toward something more ambitious than a celebrity side project.
Smash Kitchen’s chip launch is a calculated bet that clean-label snacking has a place at the Walmart checkout lane — not just in the Whole Foods or Sprouts aisle where better-for-you products typically debut. If the brand can prove that real-ingredient snacks can move at mass-retail volume and at a mass-market price, it will have done something few celebrity-backed food companies have managed: not just launching a brand, but building one that scales.
