Samboy Salt & Vinegar Potato Chips

Samboy is an iconic Australian potato chip brand, famous for its intense flavors and its tagline 'The flavour HITS you!' The brand was originally launched in the 1950s by the Australian company Norman's and later became a staple of the local snack market under APD (Associated Potato Distributors) and eventually Smith's Snackfood Company.

Over the decades, the brand's ownership shifted through various multinational acquisitions. It was sold by Smith's to Snack Brands Australia following an ACCC ruling to ensure competition in the market. Today, Samboy is owned and produced by Snack Brands Australia, which is a subsidiary of the Philippine-based multinational food and beverage giant, Universal Robina Corporation (URC). URC acquired Snack Brands Australia in 2016, integrating the local manufacturing expertise with its extensive global network.