Samboy Max Barbecue potato chips

Samboy is an iconic Australian brand of crinkle-cut potato chips best known for its long-standing marketing slogan, "The flavour hits you!" Originally established in the 1950s by Norm and Ed Meyer, the brand became a staple of Australian snack culture through the late 20th century. After several changes in ownership, including a period under Arnotts (a subsidiary of Campbell Soup Company at the time), the brand was acquired by Snack Brands Australia in 2008.

Today, Samboy is manufactured in Australia, primarily at Snack Brands Australia's state-of-the-art production facility in Orchard Hills, New South Wales. This facility handles the processing of local Australian potatoes into various snack products.

In terms of corporate ownership, the brand's path has been international. In 2016, Snack Brands Australia was acquired by the Philippines-based food giant Universal Robina Corporation (URC). Subsequently, in late 2019/early 2020, Intersnack Group—a major European snack food manufacturer headquartered in Germany—acquired URC's Australian and New Zealand businesses. As of 2026, Samboy remains a key brand under the Intersnack Group's portfolio, managed locally by Snack Brands Australia.