It all began with a potato…
In the early nineteen-nineties we bought the Tapud potato chips production plant in Sha'ar Hanegev, while simultaneously investing in the development of a special, high-quality potato variety that would be grown in Israel and would be especially suited to the production of potato chips. One year later, the first Tapuchips snack was manufactured and the inauguration ceremony of the plant in Sha'ar Hanegev was held.
Wow, Tapuchips on TV!
For the first time, we launched an advertising campaign for Tapuchips. The slogan we chose was "Always delicious, always right". Truth is, we were right. By the end of the year Tapuchips had achieved amazing sales, gaining a 72% share of the potato chips market in Israel.
And now for something new
In 1999 we launched Tapuchips in new, exciting flavors: Oregano and Grill. But that wasn't all – after the launch we decided to revamp the classic snack and renewed the Natural Flavor Tapuchips packaging
Launch of a new series, "Mediterranean Tapuchips", in three flavors: Tomato & Basil, Salt & Pepper and Herbs, made of natural potatoes with olive oil.
Tapuchips is rebranded. The packaging was redesigned to emphasize the product's naturalness, and we also enlarged the product family with new flavors: Pizza and Mexican Extra Crunchy. The move was accompanied by a new campaign that included TV clips and billboards with the message "Control Yourself!" which demonstrated all the crazy things people will do for Tapuchips…
A year full of flavor
For the first time, potato chips shaped like French fries were launched, in a cardboard pack with a sachet of ketchup. We also enlarged the Crunch Tapuchips series, a zigzag crinkle cut chip delivering a special eating experience, with new flavors: Crunch Grill and Crunch Natural Flavor.
Tapuchips with Olive Oil
In 2008 we continued to spearhead innovation in the salty snack category by targeting an older audience with a new, sophisticated product: Tapuchips made with 100% olive oil, a winning combination of perfect taste, texture and crispiness, using high-quality raw materials.
A new Tapuchips is born
After three years in development, we launched Tapuchips Kids, a baked – not fried – snack especially for children, with no added preservatives or artificial food coloring. One year later the product won the 2010 Product of the Year Award in the Innovation Category and then, in 2011 as well, when it was joined by another children's product shaped like chip sticks. In the same year we also launched "Kartoshkes", an 8 episode comic web series, which ran for two months on the brand's official YouTube channel.
The Chef's Series
In 2011 a new series was launched in collaboration with Master Chef Eyal Shani, which included two new, surprising flavors – Balsamic Vinegar & Onion Jam, and Sour Cream & Forest Mushrooms.