Utz Brands
| Company type | Public |
|---|---|
| Industry | Snack foods |
| Founded | 1921 |
| Founder | William and Salie Utz |
| Headquarters | Hanover, Pennsylvania , United States |
Area served | United States |
Key people | Michael Rice (Chairman), Dylan Lissette (CEO) |
| Products | Potato chips, pretzels, cheese curls, sunflower chips, tortilla chips, popcorn, pork rinds, party mixes |
Number of employees | 1000+ |
| Website | utzsnacks |
Utz Brands, Inc. (), widely recognized simply as Utz, is a U.S.-based snack manufacturer headquartered in Hanover, Pennsylvania. The company offers a diverse selection of potato chips, pretzels, and various other snack products, primarily marketed under its own brand portfolio. Additionally, Utz distributes snacks to warehouse clubs and retail merchandisers.
Founding and early development
Established in 1921 under the name Hanover Home Brand Potato Chips by William and Salie Utz, the business began with a modest capital of US $300. Production took place at their residence in Hanover, Pennsylvania, utilizing manual equipment that produced approximately 50 pounds of chips per hour. While Salie managed the cooking process, William focused on delivering products to local grocery outlets and farmers’ markets in Hanover and Baltimore, Maryland.
The operation soon shifted to a concrete structure in their backyard. By 1938, production capacity expanded considerably following the installation of an automatic fryer capable of producing 300 pounds of chips hourly.
Growth after World War II
In 1938, Francis Xavier Rice joined the enterprise after marrying Arlene Utz. The company's post-war prosperity facilitated the construction of a new 10-acre manufacturing plant in Hanover by 1949. Following the passing of Salie and William in the 1960s, Rice assumed the role of president. The 1970s marked further expansion with the acquisition of two additional facilities in Hanover. Rice retired in 1978, handing over leadership to his son Michael as president, while Arlene Utz Rice retained her position as chairman. The largest production site and current corporate headquarters were completed in 1983.
Recent developments
During the late 1980s, Utz experienced a 20% annual increase in pretzel sales, which by 1991 accounted for nearly 10% of total revenue. By the mid-1990s, the company’s yearly sales exceeded $100 million with approximately 1,000 employees.
A planned merger in 2009 with competitor Snyder's of Hanover was blocked due to an antitrust investigation by the U.S. Federal Trade Commission.
Utz broadened its national footprint through several acquisitions: in 2011, it purchased Zappe Endeavors (owners of Zapp's, Dirty's, California Chips) with facilities located in Louisiana, California, and Pennsylvania; Wachusett Potato Chip Company based in Massachusetts; and acquired The Bachman Company’s intellectual property along with its Ephrata plant in 2012. Leadership remained within the family, with Michael Rice serving as chairman and his son-in-law Dylan Lissette acting as CEO.
Subsequent expansions included acquiring Golden Flake in 2016; Phoenix-based Inventure Foods (which owns Boulder Canyon Foods, TGI Fridays snacks, Vidalia) in 2017; and Snyder of Berlin from Pinnacle Foods in 2019.
Utz became a publicly traded company in August 2020 through a merger with Collier Creek Holdings. Additional acquisitions followed: Truco Enterprises (On the Border brands) for $480 million (2020), Vitner's for $25 million (2021), Fastida Foods for $41 million (2021), and R.W. Garcia for $56 million (2021). Early in 2022, Utz expanded further by acquiring distribution firms Clem Snacks and J&D Snacks, along with purchasing a manufacturing facility in North Carolina from Evans Foods Group for $38.4 million.
In April 2023, Utz revealed plans to shut down its Golden Flake manufacturing plant located in Birmingham, Alabama, reflecting a strategic move toward operational consolidation.
Sponsorship
Prior to 2012, Utz maintained sponsorship ties with the New York Yankees, featuring branding in right field at Yankee Stadium. The company also supported the Philadelphia Phillies. Presently, Utz endorses the Baltimore Orioles and the Pittsburgh Pirates. It has been a sponsor of the Philadelphia Eagles for several seasons and, beginning in 2014, became the official provider of pre-packaged snacks for the Baltimore Ravens. Furthermore, Utz extends its sponsorship to Minor League Baseball teams such as the Connecticut Tigers and Erie SeaWolves.
In 2018, Utz secured a multi-year agreement to serve as Major League Baseball's official "salty snack," significantly boosting its presence in the sports market. The subsequent year, it acted as the presenting sponsor for the 2019 National League Division Series, further establishing its role as a leader in sports marketing and increasing brand exposure within its target demographic.
Products
Utz offers an extensive portfolio exceeding 395 snack options, including varieties like potato chips, pretzels, cheese curls, sunflower chips, tortilla chips, popcorn, pork rinds, and party mixes. Their weekly output surpasses 1 million pounds of potato chips and 900,000 pounds of pretzels. Unique offerings include chocolate-dipped pretzels, seasonal pretzel barrels, sports-themed mixes, dips, salsas, and cracker products.
Different cooking oils are utilized across product lines: standard potato chips are cooked in cottonseed oil; Kettle Classic chips use peanut oil; Grandma Utz varieties are prepared with lard. The company also produces organic snacks certified by Quality Assurance International and a "natural" line featuring chips cooked in sunflower oil. The "Snacking Smart" label identifies healthier choices within their assortment.
Mail order and online store
Since the mid-1980s, Utz has operated a mail-order catalog service aimed at direct consumer sales. In 1998, it expanded its retail presence by launching an e-commerce platform at utzsnacks.com, broadening its digital sales capabilities.
Little Utz Girl mascot and logo
The Little Utz Girl has served as the brand’s mascot since the 1920s, embodying its heritage and identity in the marketplace. In 1961, Torrieri-Myers Advertising redesigned the logo to integrate elements such as the "U," which doubles as a chip bag graphic. Color schemes vary according to product flavors, enhancing brand recognition across multiple snack categories.
In popular culture
Utz snacks have been featured in various media productions including Mad Men (season two), where they were part of a fictional advertising campaign; The Office, set primarily in Scranton, Pennsylvania; and the 1999 motion picture The Blair Witch Project.