Chipsy Egypt collaborates with Heinz to introduce new flavours

EGYPT – Snack food giant Chipsy has teamed up with global condiment powerhouse Heinz to launch a trio of bold new potato chip flavours in Egypt, inspired by Heinz’s iconic sauces.

The collaboration introduces Tomato Ketchup, BBQ, and Burger Sauce chips, designed to evoke the taste of a loaded sandwich layered with Heinz condiments.

The new flavours are part of a strategic push to blend Chipsy’s local snack appeal with Heinz’s global flavour recognition.

Each chip variety mimics the tangy, smoky, and creamy profiles of its sauce counterpart, offering Egyptian consumers a fresh twist on familiar tastes.

The packaging features the silhouette of the classic Heinz ketchup bottle, creating a visually striking shelf presence that reinforces the partnership.

To support the launch, Chipsy has rolled out a robust marketing campaign across Greater Cairo.

The out-of-home (OOH) campaign features vibrant red backdrops and playful visuals that tap into Egyptian food culture and nostalgia.

The tagline, “Bring the flavour back to the sandwich,” positions the chips not just as snacks, but as flavorful companions to everyday meals.

In-store marketing is also in full swing, with point-of-sale displays in retail outlets across Egypt boosting visibility and encouraging trial.

But the campaign doesn’t stop at the shelves. Chipsy has partnered with Almaz Restaurant to create the “Chipsawich” food truck, serving sandwiches stuffed with the new Chipsy x Heinz chip flavours.

This experiential marketing effort brings the product to life, allowing consumers to taste the chips in a fun, street-food setting.

Adding a modern twist, the campaign visuals were created using generative AI and Photoshop, bypassing traditional photography and embracing digital innovation.

The campaign has gained traction on social media platforms like TikTok, where influencers and food enthusiasts are sharing their reactions to the new flavours and the Chipsawich experience.

This collaboration marks a bold move for Chipsy, blending local relevance with global brand power.

By tapping into Heinz’s flavour legacy and Egypt’s love for sandwich culture, Chipsy is redefining how chips can be enjoyed, whether straight from the bag or tucked into a sandwich.

PepsiCo acquired Chipsy Egypt for US$100 million in early 2001, marking a strategic move to strengthen its presence in the Middle Eastern snack market.

The acquisition was facilitated by Intelligent Way and brought under PepsiCo’s umbrella a well-established Egyptian brand known for its savoury snack products.

Founded in 1980 and headquartered in Cairo, Chipsy had built a strong local reputation, making it an asset for PepsiCo’s regional expansion and product diversification.

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