When Hank McLendon and the guys at Foster & Flux brought me on this project, I walked upon the bones of chewed up writers who didn’t get the Popchips brand. I just naturally found the offbeat voice and ran with it. I wrote the website and madcap descriptions for every Popchip flavor. Give ’em a read.

Packaging Excerpts

  • “Ready for a punch to the kisser? just pop one of our sea salt and vinegar popchips in your mouth—and pucker up! it’s sour power time… so go ahead, champ, and give your tongue a spanking!”
  • “This is a marriage of heavy weight flavors: sharp cheddar and velvety sour cream. but who’s gonna wear the pants? it’s flava v. flava…”
  • “One whiff of our tuscan veggie Popchips and you’ll be puttering through the Italian countryside on a scooter that runs on pasta sauce.”