Spinny Chips

When Metz Fresh launched Spinny Chips, a line of tortilla chips made with a full serving of spinach, the product didn’t exactly fly off the shelves. For starters, the cutesy name didn’t fool anyone. The green color and distinctive scent screamed “spinach,” making it tough for the Monterey, Calif., spinach grower/packer/shipper to woo snackers. (Once consumers took the dare, however, they were pleasantly surprised, which eventually led to a much-needed word-of-mouth campaign.)

Another hurdle was the company’s timing. After extensive research and development, it launched the chips in October 2006—one week before a national spinach-based E. coli outbreak. Besides taking a hit on their mainstays of fresh spinach, spring mix and frozen spinach, the company faced a grim outlook for its new product.

Cut to the present. The chips, made with a combination of spinach and organic stoneground whole grain corn flour, now line the shelves of Whole Foods Markets west of the Rockies and ship throughout the country via amazon.com.

The story of the company’s success lies in a (pardon the pun) grassroots movement led by Monterey locals and area tourists. The loyal consumers valued the chips’ taste and healthful attributes (they’re vegan and dairy- and gluten-free and boast 25 percent of the daily recommended value of vitamin A) and spread the word, convincing store owners to carry the inventory, thus propelling the chips toward wider distribution.

Next up: a new spicy flavor, organic certification and eastern distribution.

Spinny Chips ($2.79 for 6 ounces, $1.29 for 1.5 ounces) are available at select California-area co-ops and grocery stores, Whole Foods Markets west of the Rocky Mountains and amazon.com.—Kara Mayer Robinson

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