Popchips: The next $1-billion snack food or just full of hot air?

“We set out to do something completely different by applying the science of one product to another,” says Keith Belling, CEO and co-founder of popchips, the omnipresent US snack food. He’s referring to his 2005 purchase and conversion of a rice-cake plant in LA, retooled to make a new kind of potato chip, applying the same heat-and-pressure process to spuds.