Deep River Snacks vs. Frito-Lay
Deep River Snacks vs. Frito-Lay
The challenge: How do you get longtime Doritos fans to switch brands?

What they did: In 2001, Jim Goldberg, now 41, launched Deep River Snacks from his Old Lyme, Conn., attic. He reckoned there was a good audience for an all-natural alternative to the not-so-natural fare dominating the supermarket shelves. He now produces 17 flavors, including Multigrain Nacho Kick Tortilla Chips. His formula: create unique flavors -- Sweet Maui Onion kettle-cooked potato chips is another example -- and partner with large food and beverage distributors to elbow his way onto supermarket shelves. Picky about the type of dye used in the packaging? No problem. Deep River can tell you its components. After a decade in business, so far so good. Goldberg says the 15-person business is profitable and had sales of $7 million last year.


By Elaine Pofeldt, contributor @FortuneMagazine - Last updated February 06 2012: 2:00 PM ET
Join the Conversation
Executive Dream Team: Startup edition

It takes something special to run young companies, and these players have it. They may not be corporate, but they're all major-league talents.

Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.