Go Free: better-for-you potato chips

Upstart snack producer JimmyAsh is rolling out its flagship Go Free brand across the US.

Go Free products have the taste and crunch of mainstream potato chips but with far better nutritionals. The Californian producer is seeking to disrupt the snacking status quo by globally supplanting deep-fried snacks with healthier options that don’t compromise on taste or texture.

Instead of the deep-frying process used by the makers of traditional chips, Go Free employs a patented technology called Pure Crisp pioneered by JimmyAsh. Its first branded line is made from whole potato slices, which have 70% less fat and 25% fewer calories than traditional chips, but still with a taste, color, texture and mouthfeel that consumers recognize and love.

“Go Free and Sprouts are both committed to expanding access to nutritious food options,” said founder Jamshid Ashourian.

“We are proud to partner with one of the nation’s leading grocery providers to advance this mission with the introduction of Go Free foods to its nationwide selection of innovative products with lifestyle-friendly ingredients.”

The current collection of Go Free products – including Sea Salt Potato Chips, Sour Cream & Onion Potato Chips, Sweet Potato Chips, Barbecue Potato Chips, Mini Fries and the new Cheesy Mini Fries – are rolling out in over 400 Sprouts stores from coast to coast.

Earlier this year, the brand also unveiled new packaging that highlights the company’s use of proprietary technology to bring consumers a more satisfying and nutritionally balanced snack.