In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Keya Wingfield—founder of Keya's Snacks—a brand bringing Indian heritage to beloved American potato chips. From accidental pandemic pivot to stunningly designed bags landing on shelves at Sprouts and Fresh Thyme, Keya shares the full journey: the origin story behind her Bombay Spice and Black Salt flavors, the deeply intentional design choices behind her iconic packaging (yes, that's her face on the bag—and there's a whole lot more to it than that), and why she's on a mission to break through what she calls the "sea of sameness" in the chip aisle.
Keya opens up about going from custom desserts and a Food Network championship to overnight CPG founder, how her husband's reluctance to eat Indian food became the unlikely spark behind her flavor philosophy, and why making bold, cultural flavors accessible and affordable to everyone is at the core of everything she does. She also gets candid about burnout as a solo founder, the lessons she's still learning, and what she hopes her seven-year-old daughter takes away from watching her build something from nothing.
Whether you're a founder, a retailer, or just someone who needs a better chip in their life, this episode delivers.
Listen in as they discuss:
- How a pandemic pivot from custom desserts accidentally launched a chip brand
- The origin of Bombay Spice: making Indian flavor approachable for an American palate
- The deeply symbolic design behind Keya's packaging—and why her face represents every woman who has ever fed anyone
- Why she fought hard to keep the MSRP accessible, and what happened when a shopper thought it was $12.99
- What single-origin organic spices from India have to do with respecting the consumer
- The "sea of sameness" in the chip aisle and what Keya wants retailers to hear
- Burnout, walks, and buying too much makeup: how she stays grounded as a solo founder
- A third flavor on the way and what's next for Keya's Snacks
Episode Links:
Keya Wingfield — Founder & CEO, Keya's Snacks
🔗 LinkedIn: https://www.linkedin.com/in/keya-wingfield/
🌐 Website: https://www.keyaandco.net
📸 Instagram:
https://www.instagram.com/keyaandco/
https://www.instagram.com/keyassnacks/
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (35K+ members and growing!)
- Follow @startupcpg
- Visit host Caitlin's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
