Pip’s Drops Corn In Rebrand Name, Adds Avocado Oil

Pipcorn has rebranded to Pip’s Heirloom Snacks as it transitions its portfolio from seed oils to avocado oil.

“This rebrand is about more than just a new name and look—it’s about clarifying who we are and what we stand for,” said Pip’s marketing director Sonia Ortiz. “As part of that, given the explosive growth in demand for products made with avocado oil, we’ll be converting to avocado oil on over 90% of our items as we roll out the new name and packaging.”

Although Pipcorn has refreshed its packaging before, the full rebrand and reformulation is new territory for the brand. The revamped design lightens the color scheme and prominently calls out the use of avocado oil on the front-of-package. The rebrand also includes a new website design, which touts the environmental benefits of Pip’s use of heirloom grains as well as its use of “clean oils.”

The demand for seed-oil-free snacks is showing no sign of slowing.

Brands like Every Body Eats, Boulder Canyon and Jackson’s were early adopters of platforming on the use of avocado oil in their respective brands. LesserEvil has also advocated for not using vegetable oils, while seasoned brand founder Mark Samuel recently launched his eponymous kettle chips centered on its use of avocado oil.

Founded in 2012, Pip’s began as a mini popcorn brand, but has spent its 13 years expanding into other form factors. Using heirloom grains, Pip’s currently makes extruded and puffed snacks in Twists, Cheddar Balls, Corn Dippers, Crunchies and Fries.

Pipscorn sold a controlling stake to CPG brand house Factory, LLC in 2019. Last October, Pipcorn merged with upcycled potato snack brand Spudsy under the UpSnack Brands umbrella. While Factory is the majority owner of the newly formed UpSnack Brands, Connecticut-based private equity firm KarpReilly maintains a “meaningful” share of equity and board representation.

At the time, Pipcorn CEO Joe DePetrillo assumed day-to-day leadership of UpSnack Brands, citing an ability to leverage each brands’ strengths to platform together. Spudsy makes Sweet Potato Puffs and Fries in a variety of flavors. (DePetrillo left the company last month to assume the CEO role at personal care company Indigo Wild.)

Pip’s is “currently in the process of establishing new leadership as the brand continues to move forward in this next phase,” a company representative told Nosh.