On a Roll: Reintroducing Que Pasa tortilla chips to the US market
Que Pasa is Canada’s No.1 organic tortilla chip brand, but it hadn’t yet found success in the US.
Brands like Siete and Late July currently rule the shelves with standout branding, portfolio breadth, and better-for-you credibility. On the other side of the aisle, Takis has gained a cult following for its in-your-face flavor and snackable rolled shape.
With its own organic rolled tortilla chip launch on the horizon, Que Pasa saw an exciting opportunity to not only reinvigorate the brand through its new format and flavors but also give its packaging a personality lift.
The business strategy in short: Reintroduce Que Pasa with product and branding worth talking about.
Concept-to-Commerce™ (C2C) Methodology
Levity’s brief was three-fold:
- Develop a packaging design system for shelf impact and an ever-expanding portfolio
- Create ownable branding that majors in flavor and fun
- Keep Canadian-established brand equities
We kicked off with a deep dive into Que Pasa’s existing positioning and competitive landscape. The verdict? The brand’s strengths – organic, non-GMO, authentic stoneground corn process – were table stakes. Competitors had them too. Visually, the paper bag and muted tones blended in on shelf. It wasn’t ownable.
To make a real mark, Que Pasa needed more than functional benefits. It needed emotional connection—especially with Millennial and Gen Z snackers.
We developed a brand pyramid rooted in playfulness and connection – giving rise to a bold new narrative: Flavor Worth Talking About. A chip that sparks conversation. A chip that brings people together. A chip with something to say.
We brought this new personality to the forefront, using a vibrant new design system to spotlight bold flavors for the US consumer, while preserving recognizable assets like the iconic talk bubble to maintain continuity across borders.
The Result
Que Pasa Rolled hits US shelves June 2025, and consumer research learnings bode well for this reinvigorated brand.
Compared to current Que Pasa and multiple new concepts from Levity, the final design was the clear lead among 18-24yo and scored highest among key attributes:
- Great Taste
- Looks Flavorful
- POD vs. other rolled chips
- Something I Want to Try
- Findability on Shelf
We can’t wait to see how these early learnings manifest in market. Stay tuned!
On a Roll: Reintroducing Que Pasa tortilla chips to the US market
Que Pasa is Canada’s No.1 organic tortilla chip brand, but it hadn’t yet found success in the US.
Brands like Siete and Late July currently rule the shelves with standout branding, portfolio breadth, and better-for-you credibility. On the other side of the aisle, Takis has gained a cult following for its in-your-face flavor and snackable rolled shape.
With its own organic rolled tortilla chip launch on the horizon, Que Pasa saw an exciting opportunity to not only reinvigorate the brand through its new format and flavors but also give its packaging a personality lift.
The business strategy in short: Reintroduce Que Pasa with product and branding worth talking about.
Concept-to-Commerce™ (C2C) Methodology
Levity’s brief was three-fold:
- Develop a packaging design system for shelf impact and an ever-expanding portfolio
- Create ownable branding that majors in flavor and fun
- Keep Canadian-established brand equities
We kicked off with a deep dive into Que Pasa’s existing positioning and competitive landscape. The verdict? The brand’s strengths – organic, non-GMO, authentic stoneground corn process – were table stakes. Competitors had them too. Visually, the paper bag and muted tones blended in on shelf. It wasn’t ownable.
To make a real mark, Que Pasa needed more than functional benefits. It needed emotional connection—especially with Millennial and Gen Z snackers.
We developed a brand pyramid rooted in playfulness and connection – giving rise to a bold new narrative: Flavor Worth Talking About. A chip that sparks conversation. A chip that brings people together. A chip with something to say.
We brought this new personality to the forefront, using a vibrant new design system to spotlight bold flavors for the US consumer, while preserving recognizable assets like the iconic talk bubble to maintain continuity across borders.
The Result
Que Pasa Rolled hits US shelves June 2025, and consumer research learnings bode well for this reinvigorated brand.
Compared to current Que Pasa and multiple new concepts from Levity, the final design was the clear lead among 18-24yo and scored highest among key attributes:
- Great Taste
- Looks Flavorful
- POD vs. other rolled chips
- Something I Want to Try
- Findability on Shelf
We can’t wait to see how these early learnings manifest in market. Stay tuned!