SkinnyPop
SkinnyPop is an American popcorn and snack brand known for pre-popped popcorn made with relatively simple, dairy-free formulations.
Last updated August 31, 2026
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Overview
SkinnyPop is an American packaged-snack brand centered on pre-popped popcorn. It was established in 2010 in Skokie, Illinois, by Andy Friedman and Pam Netzky, who had previously founded Wells Street Popcorn, a Chicago-area popcorn business serving grocery stores and theaters. The founders developed SkinnyPop with a different recipe from Wells Street Popcorn, initially using sunflower oil and salt in a pre-popped product. The brand's proposition combined the convenience of a ready-to-eat snack with a comparatively short ingredient profile and formulations that were primarily dairy-free, helping it occupy a better-for-you position within the crowded salty-snack category. The first 1,000 bags were produced by the founders and sold through local Chicago retailers. In October 2010, SkinnyPop entered a distribution arrangement, allowing it to move beyond direct local selling. Because managing both popcorn businesses created operational pressure, Wells Street Popcorn was franchised to a cousin of Netzky near the end of 2010, leaving the founders more able to concentrate on the new brand. By 2012, SkinnyPop was manufactured in Chicago and distributed through approximately 4,500 retail stores. The business expanded further in 2013 through a partnership with Jason Cohen, when reported sales reached $44 million. Growth accelerated in 2014. SkinnyPop was reportedly available in about 25,000 retail stores internationally by August of that year. Friedman and Netzky sold their majority interest to private-equity firm TA Associates for a reported $320 million in 2014. TA Associates brought in Tom Ennis, formerly president of Oberto Brands, as chief executive and reorganized the business under Amplify Snack Brands. Amplify broadened the commercial platform beyond SkinnyPop and used the brand as a principal growth asset in the packaged-snack market. Amplify Snack Brands completed an initial public offering in 2015 at $18 per share. The wider company reported sales of $176.9 million that year and $326.9 million in 2016. SkinnyPop continued to extend its product range beyond its original ready-to-eat popcorn. A microwave popcorn line was introduced in 2017, followed later by popcorn puffs and rice cakes, giving the brand additional formats and consumption occasions while retaining its association with popcorn-based snacking. In December 2017, The Hershey Company agreed to acquire Amplify Snack Brands for approximately $1.6 billion, or $12 per share. The transaction placed SkinnyPop within Hershey's salty-snacks portfolio and transferred ownership from Amplify to Hershey through Hershey Salty Snacks Company. SkinnyPop remains an active brand in the United States and has also had international distribution. Its current identity is built around packaged popcorn and adjacent snack formats, with emphasis on convenience, flavor variety, and a simple or dairy-free product positioning where applicable.
History
SkinnyPop emerged from the Chicago popcorn trade. Its founders, Andy Friedman and Pam Netzky, had created Wells Street Popcorn in 2007 to sell popcorn through grocery stores and movie theaters in and around Chicago. In 2010 they developed a separate recipe and launched SkinnyPop Popcorn in Skokie, Illinois. The initial ready-to-eat product used sunflower oil and salt, providing a simple base that could later support multiple flavors. The early product was positioned as a convenient packaged snack with dairy-free characteristics in much of its range. The first 1,000 bags were made by hand by the founders and sold in local Chicago stores. Distribution began to expand in October 2010 when the company signed with a distributor. Running two popcorn businesses proved difficult, so Wells Street Popcorn was franchised to a member of Netzky's family late in 2010. This allowed the founders to focus resources on SkinnyPop's development and retail expansion. By 2012, production was taking place in Chicago and the brand had reached roughly 4,500 retail stores. In 2013, SkinnyPop partnered with Jason Cohen and reported sales of $44 million. Its footprint grew rapidly, reaching approximately 25,000 retail stores internationally by August 2014. That year Friedman and Netzky sold their majority stake to TA Associates for a reported $320 million. TA Associates installed Tom Ennis, previously president of Oberto Brands, as chief executive and reorganized the company as Amplify Snack Brands. Amplify used SkinnyPop as a central brand in a broader packaged-snack platform. The parent company went public in 2015 at $18 per share and reported $176.9 million in sales that year. Reported sales increased to $326.9 million in 2016. Although the public company's stock price fell below the IPO level, the operating business continued to add products and distribution. The product portfolio expanded from ready-to-eat popcorn into microwave popcorn in 2017, followed later by popcorn puffs and rice cakes. These extensions gave the brand additional formats while preserving its core association with popcorn and lighter snacking. In December 2017, The Hershey Company acquired Amplify Snack Brands for approximately $1.6 billion, reportedly paying $12 per share. Hershey subsequently owned SkinnyPop through Hershey Salty Snacks Company. The brand remains active and forms part of Hershey's salty-snacks activities.
- 2017
Microwave popcorn is introduced
[1]SkinnyPop expanded its product formats with a microwave popcorn product.
- 2017
Hershey acquires Amplify Snack Brands
[1]The Hershey Company acquired Amplify for approximately $1.6 billion, making SkinnyPop a Hershey-owned brand.
- 2015
Amplify Snack Brands goes public
[1]Amplify completed an IPO at $18 per share.
- 2014
TA Associates acquires majority ownership
[1]The founders sold their majority stake in a reported $320 million transaction, and the business was reorganized as Amplify Snack Brands.
- 2013
Reported sales reach $44 million
[1]The brand recorded reported sales of $44 million after partnering with Jason Cohen.
- 2012
Distribution reaches approximately 4,500 stores
[1]SkinnyPop was being produced in Chicago and distributed through about 4,500 retail stores.
- 2010
SkinnyPop is founded
[1]Friedman and Netzky founded SkinnyPop Popcorn in Skokie, Illinois, with investment from Jeffrey and Michael Eiserman.
- 2010
First packaged product and distribution expansion
[1]The first 1,000 bags were made by hand and sold locally; a distributor agreement followed in October.
- 2007
Wells Street Popcorn is founded
[1]Andy Friedman and Pam Netzky established the earlier Chicago-area popcorn business that preceded SkinnyPop.
Products and positioning
A convenient, better-for-you-oriented popcorn and snack brand emphasizing ready-to-eat formats, relatively simple formulations, and dairy-free ingredients in much of its range.
Pre-popped popcorn · 2010
SkinnyPop Original Popcorn
The original ready-to-eat format launched in 2010. Its initial recipe used sunflower oil and salt, establishing the brand's simple, dairy-free-oriented positioning. The format is designed for immediate consumption without preparation and became the foundation for later flavored varieties.
Flavored popcorn
SkinnyPop Flavored Popcorn
A range of flavored ready-to-eat popcorn products developed after the original launch. These products extend the base popcorn proposition through different flavor profiles while retaining the convenience and packaged-snack characteristics associated with the brand.
Microwave popcorn · 2017
SkinnyPop Microwave Popcorn
Introduced in 2017, the microwave line brought SkinnyPop's brand identity into an at-home preparation format. It broadened the brand beyond pre-popped bags and created a product for consumers who want freshly prepared popcorn while using the established SkinnyPop name.
Puffed snack
SkinnyPop Popcorn Puffs
Popcorn puffs are an adjacent snack format that uses the brand's popcorn association in a lighter, puffed texture. The line represents SkinnyPop's expansion beyond conventional popped kernels into alternative forms of savory snacking.
Rice-based snack
SkinnyPop Rice Cakes
Rice cakes extend the portfolio into a non-popcorn snack format while remaining consistent with the brand's broader better-for-you and convenient-snacking positioning.
Brand decisions
2017
Expand into microwave popcornProduct launchBackground
SkinnyPop had established itself in ready-to-eat popcorn and sought additional consumption occasions.
Action taken
The brand introduced a microwave popcorn product.
Aftermath
The portfolio expanded beyond pre-popped bags into an at-home preparation format.
2017
Hershey acquires Amplify Snack BrandsM&ABackground
Amplify had developed SkinnyPop into a large packaged-snack brand with broad retail distribution.
Action taken
The Hershey Company acquired Amplify Snack Brands for approximately $1.6 billion, reportedly at $12 per share.
Aftermath
SkinnyPop became part of Hershey's salty-snacks portfolio and was owned through Hershey Salty Snacks Company.
Reported acquisition value. $1.6 billion (December 2017)
2015
Amplify Snack Brands initial public offeringOtherBackground
After the corporate reorganization, Amplify sought public-market financing and visibility for its snack-brand portfolio.
Action taken
Amplify launched an IPO at $18 per share.
Aftermath
The company reported $176.9 million in sales for 2015; its shares later traded below the IPO price.
Reported sales. $176.9 million (2015)
2014
Sell majority ownership to TA AssociatesM&ABackground
Rapid store expansion and reported sales growth created an opportunity for institutional ownership and a broader corporate structure.
Action taken
Andy Friedman and Pam Netzky sold their majority stake to TA Associates for a reported $320 million.
Aftermath
TA Associates appointed Tom Ennis as chief executive and reorganized the business as Amplify Snack Brands.
Reported transaction value. $320 million (2014)
2010
Separate SkinnyPop from Wells Street PopcornStrategyBackground
The founders had already operated Wells Street Popcorn but developed a different recipe and business concept for SkinnyPop.
Action taken
They launched SkinnyPop as a distinct pre-popped popcorn brand and later franchised Wells Street Popcorn to a family member to reduce the burden of managing both businesses.
Aftermath
SkinnyPop became the founders' primary growth vehicle and expanded through distributors and retail stores.
Recent events
FanHub launches The Betchelor Fantasy Game[2]
Reported:
FanHub unveiled The Betchelor Fantasy Game by Betches, presented by SkinnyPop, a free-to-play pick’em game following the new season of The Bachelor.
Sources2 sources
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