San Carlo Rustica potato chips

San Carlo is a historic Italian brand firmly rooted in Milan, where it began in 1936 as a small rotisserie. The Rustica line is one of their most iconic products, known for its thick, crinkled cut designed specifically for the 'aperitivo' culture, often used as a base for appetizers.

The product is primarily manufactured in Italy across several specialized production facilities. As the market leader in the Italian savory snack sector, San Carlo remains a family-owned enterprise managed by the Vitaloni family. This long-standing independence has allowed the brand to maintain its focus on traditional Italian culinary values while expanding its distribution throughout Europe and beyond.