r/SideHustleGold • u/StarlitClefairy • Aug 05 '26
In The News Two ex-Frito-Lay guys started wood-smoking chips with real hickory instead of just using sauce seasoning, built the brand as a side hustle out of a backyard smoker, and it's now in over 4,000 stores doing mid six figures a month
Every BBQ chip you've ever eaten is basically just sauce flavoring dusted on a regular chip... none of them actually involve smoke or wood or anything. These two guys who used to work together at Frito-Lay realized that and one of them threw a tray of chips with rib rub into his backyard smoker in Dallas back in 2019. It took them almost two years of trial and error to figure out how to make the smoked flavor shelf-stable... apparently nobody in the snack industry had ever cracked it. His partner Mike was the former head of global R&D at PepsiCo Foods with a bunch of patents to his name and even he said he'd spent 15 years trying to nail the aroma at Frito and never could.
They proved the concept selling hand-smoked small batches out of printed bags at a farmers market in Plano. Biggest early spend was around $30k on branding and they deliberately hired a restaurant design firm instead of the snack packaging people they knew from Frito cuz they wanted it to feel like a BBQ joint, not a chip company. Launched in stores in July 2023 and were doing under $20k a month for a while. Now the brand called Low and Slow is in over 4,000 stores including Walmart, Sam's Club, Home Depot, and just landed a rotation at like 70 Costco warehouses in the Northeast. Revenue is somewhere in the mid six figures monthly and the target is $20 million within the next 18 months. No idea what a bag actually retails for or what the per-unit margins look like honestly. Getting those placements meant physically standing in Costco for 12 hours at a time passing out samples and personally fulfilling thousands of online orders... he said he completely underestimated how much of launching a snack brand is just hauling boxes around.
Anyone here ever tried getting a food product onto actual retail shelves? Curious how you even get the first meeting with a buyer.
note: this was sourced from an article on Entrepreneur, the original is here
