After four decades, Wise Snacks reintroduces its iconic mascot and continues to reshape America’s snack market
Based in Berwick, Pennsylvania, Wise Snacks (Wise) specializes in the creation of flavorful savory snacks, distributing them through retail outlets across the East Coast of the United States and exporting to over 15 countries worldwide. Best known for its wide varieties of potato chips, Wise also offers Cheez Doodles, bagged popcorn, pork rinds, onion rings, and more. Milton Mattus, who was recently appointed Chief Executive Officer, provides an overview of the company’s roots and evolution in the snack industry.
“Wise was founded over 100 years ago, in 1921, in Berwick. Initially, the company focused on manufacturing potato chips and salty snacks. In 2012, we became part
of Arca Continental, our parent company, which is one of the largest Coca-Cola bottlers in the world, with operations in several countries, including the US, Mexico, Argentina, Ecuador, and Peru. Over time, we have expanded our portfolio through acquisitions of food businesses in Mexico, Ecuador, and the US. We also introduced a second brand, Deep River, and we are extremely pleased with how we are shaping the future of Wise while honoring our proud heritage,” he states.
Free-from flavor
Over the course of a century, Wise has successfully innovated and expanded its portfolio. “While potato chips have historically been our main and largest business, we now also offer cheese snacks under the Cheez Doodles brand, which is particularly well-known in the Northeast and other areas we serve. A few years ago, we invested heavily in improving the quality and brand equity of Cheez Doodles, and we are very proud of the results. Under the Wise brand, we provide a variety of other snacks such as popcorn, corn chips, onion rings, and a range of dips and sauces. Additionally, with the introduction of Deep River, we now offer kettle chips in unique and bold flavors, including Mesquite BBQ, Sweet Maui Onion, and Zesty Jalapeno. We believe that Deep River has tremendous growth potential due to its premium quality and clean ingredients, and we are excited about the progress we have made in this area,” says Milton.
Angel Flores, Vice President of Growth and Development, adds: “Deep River is one of our fastest growing brands, especially in the Northeast, as it appeals to consumers seeking premium products made with healthier, clean-label ingredients free from artificial colorings or additives. By turning over the bag, they can see that the ingredients list includes just potatoes, oil, and jalapeño peppers. In contrast, our competitors often have long lists of 25 ingredients or more. We take great pride in the simplicity and quality of our products.”
Expanding footprint
Expanding footprint Enjoyed nationwide, Wise’s snacks are primarily produced in its Berwick facility. Milton discusses the company’s manufacturing footprint and capabilities. “Over the last four years, we have invested significantly to upgrade our Berwick plant, which has been in operation for several decades. We take great pride in the improvements we have made, including new equipment to enhance efficiency. A key milestone in our operations was the opening of a state-of-the-art warehouse a couple of years ago, which has greatly improved our fulfillment rates and overall operations. This addition has helped alleviate much of the logistical stress we previously faced in Berwick, and our customers have noticed a dramatic improvement in our service levels. Although our primary footprint is on the East Coast, and particularly in the Northeast, we also serve the Mid-Atlantic and the Southeast through one of our distribution partners. Additionally, we have national warehouse programs with key US retailers, which is a growing area for us and helps expand our reach. One of our main objectives is to strategically increase our geographic coverage. We are focused on making thoughtful decisions that align with our goals, and the customers we engage with appreciate this deliberate approach,” he explains.
Brand engagement
Actively refining its branding strategy, Wise has recently reintroduced its mascot, Peppy the Owl. Milton explains how Peppy is expected to build brand awareness: “Peppy first appeared in the 1950s and quickly became an icon for Wise. He returned in 1980 but later faded from the spotlight. Now, we are bringing him back with a more playful personality, reminiscent of an all-American high schooler, making him relatable to kids and families. We have already received very positive feedback from both retailers and consumers, as Peppy is part of our heritage. For a long time, our logo featured only Peppy’s eye, which older generations recognized, but younger audiences simply saw it as just an owl. With Peppy’s return, newer generations can now connect with the character more personally. Our main focus is to provide high-quality products, and we hope that with Peppy’s help, we can encourage more trials of our products and foster a deeper love for the brand among consumers,” he enthuses.
Wise’s enduring legacy, rooted in over a century of innovation and quality, has positioned the company as a leader in the snack industry. By continuously evolving its product offerings, enhancing manufacturing efficiencies, and revitalizing its iconic brand, Wise is poised for continued growth and success in the years to come.