Dieffenbach’s Snacks unveils new look for Uglies
Uglies Kettle Chips, the upcycled potato chip brand from Womelsdorf-based Dieffenbach’s Potato Chips, will have a new logo, website and package design.
In a press release, Dieffenbach’s announced Tuesday that the newlook Uglies will hit shelves this month. Uglies first debuted in 2017 with a mission to reduce waste, support farmers and fight hunger by using imperfect potatoes to craft kettle-cooked potato chips. The release said the brand has upcycled more than 5 million pounds of potatoes since its inception.
The chips come in Sea Salt, Salt & Vinegar, Bar-B-Que, Jalapeno and Buffalo Ranch, along with a new flavor — Cheddar & Sour Cream.
“The new look is a commitment to, first, portray a more compelling, and desirable personality and, second, speak more effectively to a modern audience and strengthen its on-shelf presence at national retailers,” the company said in the release.
Customers will notice a revamped potato character, Ugly, on the packaging and website. According to the company, Ugly was “born under a full moon in the potato fields of a fertile valley in southeastern Pennsylvania and is made of pure personality.”
“The revitalized character provides attitude and a fun, tongue in cheek/self-deprecating spin to combat the negative feeling the word ‘ugly’ sometimes suggests,” the release said.
“By employing a more modern and exciting representation and using a stylized character, this rebrand is a departure from a traditional, old fashion-inspired design typically found in specialty food aisles and will help to reposition the brand as a national competitor in the salty snacks category,” Morgan Santoro, marketing manager, said in a statement.
The Uglies website has also been revamped. The site includes ways to find and shop for Uglies Kettle Chips including reseller resources for partnering distributors and a “where to buy” feature for consumers. For more information about Uglies Kettle Potato Chips, visit www.ugliessnacks.com.