Glen Powell’s food brand Smash Kitchen is expanding into the snack aisle with the launch of a four-flavor line of non-GMO kettle potato chips, extending a pantry-focused portfolio that has so far centered on condiments, sauces and cooking oils.

The new range comprises Classic Sea Salt, American-Style Barbecue, Hot Honey Barbecue and Rosemary varieties. According to the supplied material, the chips were due to become available from Tuesday, February 24, through online channels and Walmart stores.

The move marks the latest category extension for Smash Kitchen, which launched in April 2025 and initially built its presence around core condiments including ketchup, mustard, mayonnaise and barbecue sauce. The brand later added cooking oils, broadening its offer beyond table sauces and into adjacent pantry staples.

From a product positioning standpoint, the kettle chip launch appears designed to build on flavor profiles already established elsewhere in the portfolio. The two barbecue chip variants are linked to Smash Kitchen’s existing sauce range, suggesting an effort to use recognizable brand tastes to support trial in a more competitive snack segment.

The four-flavor line-up combines mainstream and slightly more differentiated options. Classic Sea Salt and American-Style Barbecue provide standard entry points into the category, while Hot Honey Barbecue and Rosemary give the brand room to push more distinct flavor associations. In the supplied review material, Rosemary was described as the strongest-performing flavor, while the barbecue variants were positioned as familiar rather than highly differentiated.

That mix may be commercially deliberate. Established snack brands often rely on recognizable core flavors to secure shelf appeal, while a smaller number of more distinctive variants help communicate brand identity. In Smash Kitchen’s case, the seasoning strategy also reinforces links to existing condiments, which could help the company create cross-category recognition as it builds out a broader food business.

The launch also signals a wider ambition for Smash Kitchen than a celebrity-led condiment label alone. Since entering the market less than a year ago, the brand has moved from sauces into oils and now snacks, suggesting an attempt to develop into a fuller pantry platform rather than remain tied to a single category.

For the potato snack sector, the entry is another example of how brand expansion is increasingly coming from outside traditional chip specialists. While the initial flavor set is relatively conventional, the decision to enter with kettle chips, a premium-coded subsegment, indicates that Smash Kitchen is targeting consumers looking for familiar products with a more elevated brand and texture proposition.