Our history

Profile

Yum Yum Chips is a 100% homegrown, third generation family business from Quebec, specialised in the production and distribution of potato chips and snack foods since 1959. It transforms and distributes more than 200 products under the following brand names: Yum Yum, Viva, State Line and Champion.

Our Mission

Snacking fun – all the time, in every bite.

Our Story

A part of the Quebec landscape for more than 60 years, Yum Yum boasts a rich history that deserves to be told and makes the brand truly authentic.

Paul Jalbert, owner of Krispy Kernels, seized the opportunity to extend the product line-up he offered across his well-established network by purchasing Yum Yum Chips in 1959 with his brother Louis de Gonzague. Yum Yum had been founded three years prior in Laurierville, Quebec, by the Bergeron brothers, who were potato farmers. At the time, the business served the regional market, had but seven employees and was equipped with crude machinery.

Pride and ambition proved to be the keys to success. Working relentlessly to attain superior quality production, our entrepreneurs discovered the ideal recipe that bestowed upon the Yum Yum chip its exceptional flavour and texture that are still enjoyed to this day.

From 1959 to 1984, Yum Yum Chips soared and acquired significant momentum, expanding its plant from 9,000 square feet to 100,000 square feet. During this same period, the company’s workforce grew from 7 to 240. The volume of processed potatoes multiplied a hundredfold. The business diversified its product offering by introducing different types of snack foods. Over time, Yum Yum worked to achieve an efficient distribution network covering the entire province of Quebec, as well as certain parts of Ontario and the Maritimes.

At the beginning of the 1970s, the family’s second generation joined the business with Denis, Paul Jalbert’s eldest son, following in his father’s footsteps by taking on the role of CEO.

In 1986 and 1987, Yum Yum Chips invested millions of dollars to build a potato warehousing facility, expand its processing plant and acquire new equipment. Thanks to this substantial investment, Yum Yum Chips modernised most of its equipment, thus securing leading edge technology for itself, and by doing so, the company improved its competitive position.

In 1990, Denis Jalbert finalised the purchase of the company to become its sole owner. All along the 1990s, with the support of a dynamic multidisciplinary team, it was he who ensured Yum Yum’s continuity, thus allowing it to keep going from strength to strength.

At the beginning of the new millennium came the third generation’s turn to get involved. Two of Denis Jalbert’s four daughters, Renée-Maude and Valérie, joined the family business.

At the beginning of 2013, Valérie took on the position of CEO, and at the end of 2013, Paul Jalbert passed away at 94 years of age, with the absolute assurance that the legacy he spent a lifetime building would be maintained for future generations.

Yum Yum Quality

At Yum Yum Chips, quality is an absolute priority and an integral part of company culture. To support its quality first approach and make sure it attains the same great taste, batch after batch, Yum Yum has embraced the strictest standards. The company has deployed a food safety program aimed at analysing risks and managing risk control points all along its processing methods.

FSSC 22000: 2010 (Food Safety Management Systems Certification)

In order to meet the demands of the Jewish community, all Yum Yum products are certified kosher (Montreal Kosher).

Yum Yum Chips uses only canola oil for cooking its chips and snack foods, an oil that has zero trans fats, that is low in saturated fats and a source alpha-linoleic acid (a polyunsaturated fatty acid of the omega-3 group).

 

Innovation

Since the very beginning, Yum Yum has demonstrated an innovative approach both in terms of entrepreneurial spirit and in the interest of always serving consumers. Innovation is an integral part of company culture and plays an important role when it comes to reinforcing brand differentiation. The company is proud of its accomplishments, which have left their mark on the Canadian chips industry in its entirety and include the following:

  • First company to sell Salt & Vinegar chips in Canada in 1966.
  • Creation of a new, secret recipe: All Dressed, in 1978. The recipe was concocted in Louis de Gonzague’s office, after having come up with the crazy idea of mixing all the flavours together!
  • Cucumber & Onion launch, a brand new flavour that no longer exists but continues to be requested by its fans.
  • "Light" chip launch in 1985, a first on the Canadian market.
  • First manufacturer to obtain ISO 9002 certification.
  • "Fries" launch in 1996, a unique product on the market.
  • First chips manufacturer on the Canadian market to offer a full line of zero trans fat chips.
  • Viva launch in 2004, Yum Yum’s delicious vegetable chips, thus becoming the first Canadian producers to make this type of product and devote themselves to continual innovation in this product line-up.
  • Chimichurri launch in 2015, a unique flavour of rippled potato chips.
  • Lime & Pink Pepper launch in 2015, a kettle-style potato chip and Canadian exclusive.

The future is bright and promising for Yum Yum Chips, which will consistently continue to innovate in order to offer its valued clientele the best products out there!

  • 1959

    Paul Jalbert, purchased Yum Yum Chips in 1959 with his brother Louis de Gonzague. Yum Yum had been founded three years prior in Laurierville, Quebec, by the Bergeron brothers, who were potato farmers. At the time, the business served the regional market, had but seven employees and was equipped with crude machinery
  • 1959-1984

    From 1959 to 1984, Yum Yum Chips soared and acquired significant momentum, expanding its plant from 9,000 square feet to 100,000 square feet.
  • 1960

    First production of our famous Cheese Sticks on November 15th 1960.
  • 1966-1967

    Between 1966-1967, Yum Yum chips launched 3 flavours: Salt & Vinegar, Ketchup and Bacon.
  • 1970

    At the beginning of the 1970s, the family’s second generation joined the business with Denis, Paul Jalbert’s eldest son, following in his father’s footsteps by taking on the role of CEO.
  • 1978

    Development of a new secret recipe: Seasoned flavor ("All dressed"). It is in Louis de Gonzague’s office that the recipe was invented, after having the crazy idea to mix all the flavors together!
  • 1980

    Market launches of flavors Cucumber & Onion and Sour Cream & Onion on June 3rd 1980.
  • 1995

    Market launch of the wavy line of chips sold under the name "Ripplets".
  • 2000

    At the beginning of the new millennium came the third generation’s turn to get involved. Two of Denis Jalbert’s four daughters, Renée-Maude and Valérie, joined the family business.
  • 2004

    Market launch of the new vegetable chips under the brand name VIVA. Yum Yum chips is the largest producer of such products in Canada.
  • 2008

    Extension of the VIVA line with Omega-3 flaxseed chips. This line is no longer on the market.
  • 2013

    A new launch for VIVA, a 5 veggie stick! Launch of our Vintage, 400g Party size format.
  • 2014

    Launch of our Spicy Cheese Sticks and our Wavy Sriracha.
  • 2015

    Launch of a new trendy flavour, Chimichurri.
  • 2015

    Launch of our VIVA Triangle 5 veggies.
  • 2017

    Launch of our VIVA Mix 5 veggies