Whisps Brings In Former Applegate Exec to Lead Company
Snack maker Whisps has reshuffled its executive management team, announcing yesterday that CEO Ilana Fischer will become an advisor to the company’s board and executive team, with former Applegate Farms president John Ghingo succeeding her at the helm.
Fischer oversaw the development of Whisps in 2015 while serving as EVP of Innovation & Strategy at Schuman Cheese. In 2019, she transitioned Whisps to an independent company, overseeing the brand’s sale to Kainos capital and Shuman’s transition to minority shareholder, Fischer said during a previous interview. At the time, several other snack brands, such as Parmcrisps and Moon Cheese, had launched their successful cheese-based snacks in response to the rise in consumers looking for low carb or keto-friendly options.
“It has been an incredible journey to launch and build this business, and my heart still skips a beat every time I see a bag of Whisps on the shelf,” Fischer said in a LinkedIn post. “I am grateful to every Whisperer (and so many others) for turning Whisps into the wonderful company and brand that it is today. I have been so lucky to work alongside such passionate, talented, and fun people, and I feel great about what’s coming next for the business with this team.”
The company expanded beyond its original baked cheese line in December, aiming to further target keto consumers with the launch of cheese-based breadcrumb alternatives and cheese crisp and nut mixes. These new innovations joined Whisps nine-SKU line of cheese crisps which include Tangy Ranch, Cheddar, Parmesan and Tomato Basil flavors, among others. According to the brand, Whisps has 7.5% household penetration and is sold in 65,000 doors.
Ghingo aims to continue growing the company, a spokesperson said, by tapping into emerging consumer interests with new product lines, increasing production capabilities and expanding the brand’s reach into new distribution channels. Currently Whisps uses a co-manufacturer to produce its crisps, though the company continues to source its cheddar, parmesan and pepper jack from Schuman Cheese.
“The average American consumes approximately 40 pounds of cheese per year, creating an immense opportunity for Whisps to grow,” said Iris Snyder, CFO of Whisps in a press release. “Looking at what John has accomplished at other incredible brands, we’re confident that he’ll provide the vision we need to go from one aisle to many.”
Ghingo joins the Whisps team with over two decades of CPG experience having also served as President of Whitewave Foods prior to his four-year stint at Applegate Farms. He also held a variety of roles during the 17 years he worked at Mondelez spanning between multiple categories including snacks and ranging from marketing and general management roles to President of Confections for North America.
Most recently, Ghingo oversaw the launch of a beef hot dog produced using regenerative farming practices with his team at Applegate and highlighted the rising demands for clean label products and transparency between the brand and consumer.
“Whisps is a dynamic innovator in the real food/better-for-you snacking space,” Ghingo said on LinkedIn. “I couldn’t be more excited about the opportunity to continue building such an inspired brand and to join the winning team at Whisps!”
Note: This story was updated to reflect Ghingo’s correct title at Applegate.
