When it comes to crisps, brands like Lay’s, Doritos, and Pringles dominate supermarket shelves worldwide. This market is heavily concentrated with 5 top players, all from the US: Pesico, Calbee, The Campbell’s Company, Utz and The Kraft Heinz Company. Mars also acquiring brands in this market. The European demand is growing for this kind of snacks but the UE and local retailers are also fighting back, like Carefour in France who decided in 2024 to remove some of PepsiCo’s brands from its supermarket’s shelves.
So if you’re looking for European-made, European-owned alternatives, you’re in luck. The EU is home to a vibrant crisp scene, brands that support local economies and offer unique flavors, prioritize quality, sustainability, and regional tastes.
In this article, we’ll explore the top 9 most well-known European crisp brands, all fully owned and produced in Europe. Whether you’re in France, Italy, Germany, or Spain, these brands offer a tasty and authentic alternative to American giants.
1. Bret’s (France) – The French Favorite
Bret’s is one of France’s most popular crisp brands. It is produced by Altho, a leading French snack manufacturer. Known for its light, crunchy texture and classic flavors, Bret’s has become a household name in France. The brand is also making strides in sustainability. Recently, Altho invested in a second “green” factory in Brittany. This new facility aims to reduce water usage and increase production capacity, reflecting the brand’s commitment to eco-friendly. If you’re looking for a taste of France, try flavors like Sea Salt, Paprika, or Sour Cream & Chives. Bret’s crisps are widely available in French supermarkets and online, making them easy to find for both locals and international snack lovers.
On Bret’s website, it is also possible to see the location of Bret’s partnering farms where the potatoes are grown: https://www.brets.fr/nos-engagements/
2. San Carlo (Italy) – Italy’s Crisp King
San Carlo holds the title of Italy’s leading crisp brand. The company takes inspiration from Italy’s rich culinary traditions to create its wide range of flavors. Each crisp is made with Italian olive oil and high-quality ingredients, ensuring a premium snacking experience. Whether you’re enjoying them as an everyday treat or pairing them with gourmet dishes, San Carlo crisps are a versatile choice. Popular flavors include Truffle, Parmesan & Black Pepper, and Rosemary & Olive Oil. You can find San Carlo crisps in Italian supermarkets, online stores, and across Europe, making them accessible to crisp enthusiasts everywhere.
3. Lorenz Snack-World (Germany) – The German Snack Giant
Lorenz is one of Europe’s largest and most respected snack producers. The brand is fully owned by the German group Lorenz Bahlsen Snack-World. Under this umbrella, Lorenz offers a variety of products, including Lorenz, Crackerjack, Monster-Munch and Funny-frisch. Their product line ranges from classic potato crisps to corn snacks and popcorn. What sets Lorenz apart is its consistent quality and diverse flavor options. If you’re a fan of bold tastes, try their Paprika, Sour Cream & Onion, or Salt & Vinegar crisps. Lorenz products are widely available in Germany, Austria, and throughout Europe, ensuring that crisp lovers across the continent can enjoy their favorite flavors.
4. Vico (France) – French Craftsmanship from Picardie
Vico is a beloved Belgian crisp brand with a history dating back to 1959. The company prides itself on using Belgian potatoes and traditional recipes to create crisps with an authentic taste and satisfying crunch. Vico’s commitment to quality has made it a favorite among Belgian snack enthusiasts. Their most popular flavors include Flemish Stew, Cheese & Onion, and Salt & Vinegar. You can find Vico crisps in Belgium, the Netherlands, and online, making them a great choice for anyone craving a taste of Belgian craftsmanship.
On top of being a great French brand, Vico is part of the German group Intersnack with a lot of other great snacking brands. Feel free to check their brand portfolio.
5. Estrella (Sweden) – Swedish Snack Classic
Estrella is a popular Swedish crisp brand known for its traditional potato crisps. The brand offers a variety of classic flavors, including Sea Salt, Sour Cream & Onion, and Dill. Estrella crisps are a staple in Swedish households and are widely available in Sweden and select European retailers.
In the UK, these crisps can be found online at Ocado for instance.
6. Amica Chips (Italy) – Italian Artisan Crisps
Amica Chips is a renowned Italian brand that produces crisps using high-quality potatoes and traditional Italian flavors. The brand is celebrated for its artisan approach and premium ingredients, making it a favorite among crisp lovers in Italy. Popular flavors include Olive Oil & Rosemary, Truffle, and Sea Salt. Amica Chips are available in Italian supermarkets and select European retailers, offering a true taste of Italian craftsmanship.
7. Tyrrells (UK) – British Hand-Cooked Crisps
Tyrrells is a premium British crisp brand known for its hand-cooked crisps and high-quality ingredients. The brand uses British potatoes and avoids artificial additives, making their crisps a favorite among those who appreciate a more natural snack. Popular flavors include Mature Cheddar & Chive, Sea Salt & Cracked Black Pepper, and Sweet Chilli & Red Pepper. Tyrrells crisps are widely available in the UK and online, offering a taste of British craftsmanship.
Interestingly, Tyrrells is owned by KP Snack (another UK company) which is owned by Intersnack – just like Vico.
8. The Organic Crave (Denmark) – Organic and Ethical Snacking
The Organic Crave is a Danish snack brand dedicated to producing organic, vegan, and gluten-free crisps. Their products are made with natural ingredients and are free from artificial additives, making them a healthy and ethical choice for conscious snackers. The brand emphasizes sustainability and transparency, ensuring that their crisps are not only delicious but also responsibly sourced. Popular flavors include Sea Salt & Balsamic Vinegar, Smoked Paprika, and Sweet Chilli. The Organic Crave crisps are available in the UK and online, offering a guilt-free snacking experience for those who prioritize health and sustainability.
9. Mister Free’d (UK) – The British Vegan Crisp
Mister Free’d is a UK-based brand that stands out for its commitment to vegan, gluten-free, and palm oil-free crisps. Their products are made with natural ingredients and come in innovative flavors that appeal to health-conscious consumers. If you’re looking for a guilt-free snack, try their Sweet Chilli & Lime, Sea Salt & Balsamic Vinegar, or Smoked Paprika crisps. Mister Free’d crisps are available in UK supermarkets and online, making them a great option for those who want a tasty and ethical snack.
Bonus: they show ‘Made in EU’ on their packaging.
Some great Brands, owned by American giants
While this article focuses on fully European-owned brands, it’s worth noting that some well-known European crisp brands are actually owned by American corporations. For example, TUC, a popular French cracker brand, and Chipita, a popular Greek crisps brand, are both owned by Mondelez International, an American multinational. Similarly, Walkers in the UK, known for its iconic flavors like Cheese & Onion and Salt & Vinegar, is owned by PepsiCo, another American giant. Other examples include Smiths, a British brand also under PepsiCo. These brands maintain a strong European presence and are beloved by many, but their ownership lies across the Atlantic. If supporting fully European-owned businesses is a priority for you, the brands listed above are excellent alternatives.
Why Choose European Crisps?
Choosing European crisp brands is about more than just great taste. By opting for these products, you’re supporting local farmers, manufacturers, and businesses across the continent. European crisps often feature regional ingredients and time-honored recipes, giving you a true taste of local culture. Many of these brands also prioritize sustainability, using eco-friendly packaging and responsible sourcing practices. This makes them a greener choice compared to mass-produced alternatives.
Next time you’re in the mood for a snack, consider trying a European-made crisp. You’ll be supporting local businesses while enjoying a unique and flavorful experience.
