Uglies
Uglies is snacking with purpose. What started as Dieffenbach’s Potato Chips rescuing “imperfect” potatoes (ones rejected for looks, not flavour) has blossomed into a mission-driven brand making bold kettle chips from upcycled spuds. Every bag helps support small farmers, reduce food waste, and tackle child hunger, thanks to a generous 10% profit donation to VivaKids. Their chips don’t skimp on crunch or flavour, either. With classic kettle chip textures, real seasoning, and a guilt‑free story baked right in, Uglies proves that ugly can be beautiful. If you believe flavour should matter more than appearance, these chips are your kind of snack.
Imagine a snack that fights food waste, supports local farmers, and still delivers that satisfying kettle-crunch you crave. That’s Uglies. The brainchild of Dieffenbach’s Potato Chips, this brand was founded in 2017 to turn “ugly” potatoes. Cosmetically imperfect tubers that would otherwise be discarded, into delicious kettle-cooked chips. Instead of letting these perfectly delicious potatoes go to waste, Uglies gives them a purpose.
At its heart, Uglies is built on three pillars: sustainability, flavour, and community. They don’t just save potatoes. They do so at scale. By 2024, Uglies had already rescued tens of millions of pounds of potatoes from waste to chip. They also donate 10% of profits to VivaKids, a charity focused on providing nutrition and education to underprivileged children.
Nutritionally, Uglies chips retain the bold crunchy quality of kettle chips, while making ethical and environmental impact front and centre. They don’t compromise on taste, offering classic potato chip salty goodness in flavours like Sea Salt, Barbecue, Salt & Vinegar, and more. While they are still chips. So expect oil and natural potato sugars. They turn what could be ‘waste’ into flavour.
The founder journey goes back to Mark Dieffenbach in 1964, who began making chips in a kitchen and built up from there. The family, now led by Nevin Dieffenbach, expanded, modernized, and in launching Uglies, added a mission-driven twist: use imperfect produce, reduce waste, help farmers, and fight hunger.
Crunch them because you love chips. Buy them because you believe in a better food system. Uglies is doing good with every bite.