Deep River Snacks Black Truffle kettle chips
Deep River Snacks is unveiling a packaging redesign and new Black Truffle kettle chip variety..

DEEP RIVER, CONN. — It’s an exciting time for Deep River Snacks, Deep River, Conn. In addition to gearing up for a new product launch and associated digital campaign, the company recently underwent a major packaging redesign for its flagship kettle chips. Sporting a new logo and the prominent tagline “Because we give a chip,” Deep River is hoping to connect consumers to the core of the company’s mission.

Kristine Ford, Deep River Snacks
Kristine Ford, vice-president of marketing for Deep River Snacks

“We knew we had to approach this project very carefully to retain the key equities of our iconic packaging, while at the same time allowing enough flexibility to really make an impact on-shelf,” said Kristine Ford, vice-president of marketing. “The end result is exactly what we wanted: a recognizable but updated design that better signals the incredibly delicious chips inside the bag, and more clearly articulates our mission to ‘give a chip.’”

For Deep River Snacks, giving a chip includes donating 10% of all profits to various charities, including the American Liver Foundation, Feed the Children and the Christopher and Dana Reeve Foundation. Jim Goldberg, founder and chief executive officer, said it is a way for him and his employees to both raise awareness and make a measurable difference.

Jim Goldberg, Deep River Snacks
Jim Goldberg, founder and c.e.o. of Deep River Snacks

“When I started Deep River Snacks, I envisioned a company that gave back, that cared about its people and about doing what is right,” Mr. Goldberg said. “We use our bags, millions of bags every year, as a platform to raise awareness for the organizations that have touched the lives of my family, friends and co-workers.”

In July, Deep River Snacks is releasing a new variety of kettle chip: Black Truffle. This chip seeks to recreate the taste of truffle frites by combining the flavor of Italian truffles with the brand’s signature crunchy potato chips. In lieu of choosing a charity for this flavor, the company is launching the “Put A Cause On It” campaign to select a new organization for 2018. Starting July 1, consumers are encouraged to visit or to use the hashtag to nominate causes that they believe in to receive support.

Mr. Goldberg sees this as an opportunity to involve supporters of his company more directly in the process of giving back.

Deep River Snacks #PutACauseOnIt
Deep River Snacks is launching the “Put A Cause On It” campaign to select a new organization for 2018.

“We see our fans as a big part of that extended family, and we’re very excited to ask them to nominate causes that they ‘give a chip’ about this time,” he said.

Even in a season of great growth and change, both Mr. Goldberg and Ms. Ford emphasized Deep River Snacks’ commitment to remaining a socially responsible company that produces a quality product.

“Our brand is growing by leaps and bounds, and the bigger we get the more we come back to what made us special in the first place: our commitment to give a chip about our product, our ingredients, giving back and delighting our partners and fans,” Ms. Ford said.

Watch this video for more information about Deep River Snacks.