Simply Sea Salt & Cracked Pepper Potato Chips

Simply is a specialized snack brand in the Australian market, designed to offer a "better-for-you" alternative to traditional potato chips. Launched in 2022, the brand was developed as a strategic collaboration between PepsiCo Australia and Woolworths Group to meet the growing consumer demand for snacks with higher health ratings and simpler ingredient profiles. The potato chips are notably marketed as having 25% less fat compared to standard varieties like Smith's Crinkle Cut.

The product is manufactured in Australia, utilizing locally grown potatoes. While the brand carries its own distinct "Simply Pure Deliciousness" identity, it is produced by The Smith's Snackfood Company, which is the Australian snack division of the global food and beverage giant PepsiCo. This arrangement allows the product to benefit from PepsiCo's established manufacturing expertise and Woolworths' extensive retail distribution network across Australia.