Potbelly Sandwich Works, Pepper Chips Inc. (NASDAQ: PBPB), the beloved neighborhood sandwich shop known for its warm, toasty subs and inviting atmosphere, is turning up the heat this summer with the debut of a bold new snack. In an exciting collaboration with Zapp’s®—a uniquely spirited chip and pretzel brand under UTZ Brands (NYSE: UTZ)—Potbelly is introducing Hot Pepper Flavored Potato Chips, inspired by the sandwich shop’s signature Hot Peppers.
This fiery new addition captures the distinctive zest and spice of Potbelly’s cult-favorite Hot Peppers, delivering it in a crunchy, kettle-cooked chip. Available exclusively at Potbelly locations nationwide, the chips bring a snackable, portable take on a fan-favorite flavor that’s long been a staple on the brand’s menu. For Potbelly loyalists and spice enthusiasts alike, the Hot Pepper Chips offer a new way to enjoy a familiar kick—whether alongside a toasted sandwich or as a standalone treat.
A Flavorful Fusion of Fan Favorites
The partnership between Potbelly and Zapp’s is anything but new. For over 15 years, Zapp’s Kettle Potato Chips have accompanied Potbelly’s handcrafted sandwiches, providing a crunchy counterpoint to the brand’s warm, oven-toasted offerings. Fried one batch at a time using traditional kettle-cooked methods, Zapp’s chips are widely known for their bold, inventive flavors and unmistakable crunch.
With this latest innovation, the two brands have pushed the boundaries of flavor. The Hot Pepper Chips represent a unique fusion of Potbelly’s savory heat with Zapp’s signature crunch and Cajun-inspired personality. By leveraging their long-standing partnership, Potbelly and Zapp’s have co-created a chip that not only complements the sandwich shop’s menu but stands out as a bold new item in its own right.
“We’ve always looked for opportunities to elevate the Potbelly experience, and this new chip is a perfect example of that,” said Eric Chenel, Director of Consumer Insights and Menu Innovation at Potbelly. “Our Hot Peppers have developed something of a cult following—people love to add them to sandwiches, sides, or even enjoy them straight from the jar. Bringing that flavor to life in a crunchy, grab-and-go snack format allows us to give fans a new way to indulge in the bold taste they love.”
The Story Behind Potbelly’s Hot Peppers
Potbelly’s Hot Peppers aren’t just a condiment—they’re an institution. Composed of a proprietary blend of pickled jalapeños, carrots, cauliflower, and other veggies, these peppers pack both heat and flavor. Over the years, they’ve become more than just a topping—they’ve become an identity for the brand. Diners frequently request extra servings, purchase jars to take home, or even spread them on non-Potbelly foods just to replicate the signature taste.
The idea of translating this beloved flavor into a chip wasn’t taken lightly. Months of flavor development went into achieving the right balance of spice, tang, and crunch. The final result captures the peppery, vinegary heat that Potbelly fans adore—while offering a new, snackable form that’s easy to take on the go.
Zapp’s: Flavor Mavericks of the Snack World
Zapp’s, a brand born in Louisiana and rooted in the spirit of New Orleans, has made a name for itself through inventive, flavor-packed chips like Voodoo®, Spicy Cajun Crawtators®, Evil Eye®, and more. With a flavor profile inspired by Southern cuisine and cultural flair, Zapp’s chips are anything but ordinary.
The brand’s kettle-style chips are cooked in small batches, giving them a hearty crunch and a slightly rustic texture. This attention to detail and willingness to push flavor boundaries made Zapp’s the ideal partner to bring Potbelly’s Hot Peppers into the snack aisle. The collaboration showcases both brands’ shared values: bold flavor, quality ingredients, and a dedication to craft.
“Our work with Potbelly is rooted in mutual respect for flavor, creativity, and customer experience,” said a representative from Zapp’s. “We loved the idea of translating such an iconic, spicy component of the Potbelly menu into chip form. It’s the kind of project that Zapp’s thrives on—bold, exciting, and just a little daring.”
A New Kind of Pairing
The launch of the Hot Pepper Chips brings a new dynamic to the Potbelly meal experience. Guests now have a spicy chip option that mirrors the flavor of their sandwich toppings, offering a coordinated taste profile that enhances the overall meal. For customers who already request Hot Peppers on their sandwiches, it’s a seamless pairing. For those curious to try the flavor without committing to a spicy sandwich, the chips provide a low-risk, high-reward option.
Potbelly encourages customers to try pairing the new chips with signature sandwiches like the “Wreck,” “Italian,” or the vegetarian-friendly “Mushroom Melt.” The spicy tang of the Hot Pepper Chips complements the melted cheeses, savory meats, and toasted bread of these iconic offerings.
And for customers who just want a flavorful snack, the chips are equally satisfying on their own. Their balanced spice level delivers enough heat to satisfy pepper lovers without overwhelming casual snackers.
Exclusive Availability & Perks
Hot Pepper Flavored Potato Chips are currently available only at Potbelly shops, meaning fans will have to visit their local store to get their hands on the new item. They can be added to meals, purchased as a side, or bought separately as a snack to-go.
For those looking to maximize their Potbelly experience, the brand encourages fans to enroll in the Potbelly Perks Program, which offers members access to exclusive deals, rewards points, and early announcements about new products and promotions.
By joining Potbelly Perks, customers can accumulate points with every purchase and enjoy personalized offers on their favorite menu items—including sandwiches, cookies, shakes, and now, chips.
To sign up for Potbelly Perks, More details about Potbelly’s menu and updates can also be found at
A Flavor Innovation That Speaks Volumes
The launch of the Hot Pepper Flavored Chips represents more than a new snack—it’s a celebration of what makes Potbelly unique. By taking one of its most recognizable flavors and giving it new life through a trusted partner, Potbelly reaffirms its commitment to flavor innovation, customer engagement, and memorable food experiences.
With the support of Zapp’s, Potbelly’s spicy new chip is poised to become a fan favorite—both as a tasty sidekick to a sandwich and as a standalone snack that delivers a signature Potbelly kick in every bite.
