Spiced, Not Spicy: How Keya Wingfield Is Changing The American Snack Aisle
A potato chip may be one of America’s most familiar snacks, but familiarity does not have to mean blandness. What happens when that blank canvas is layered with the flavors of Bombay and used to challenge how shoppers think about global food?
By reinventing a snack people already enjoy, Keya Wingfield gives them an approachable way to discover new flavors. Drawing on her experience as an Indian American chef and food entrepreneur, she explains how a 29-spice Bombay blend first won over her plain-chip-loving husband, then became the foundation of a brand built around flavor that is “spiced, not spicy.” Her approach shows how culturally specific food can belong in the center of the American snack aisle, not separated into an international section or diluted for mass appeal.
On this episode of the Firebelly Social Show, host Duncan Alney is joined by Keya Wingfield, Founder of Keya’s Snacks, to discuss how Indian American flavors can reshape the snack aisle. They explore the homemade origin of Bombay chips, why “spiced, not spicy” matters, and the challenge of moving global foods beyond the international aisle. Keya also shares advice on scaling thoughtfully without chasing every retail opportunity.
Here’s a glimpse of what you’ll learn:
- [3:32] Keya Wingfield on food as the center of family life in Bombay
- [6:36] What surprised Keya most about American food culture
- [13:20] How resilience and cultural pride helped Keya win on Food Network
- [20:13] The heartfelt family stories hidden in every bag’s design
- [22:08] The difference between spiced and spicy in Indian cuisine
- [31:00] Why desegregating “ethnic” food aisles benefits every shopper
- [35:02] The realities of scaling and resisting premature expansion
About Keya Wingfield:
Keya Wingfield is the Founder of Keya’s Snacks, a brand bringing bold Indian American flavors to the classic American potato chip, using single-origin spices from India and US-grown potatoes. Keya is a Food Network Spring Baking Championship winner, and her chips have gone viral, leading to national distribution in over 1,800 stores, including Sprouts Farmers Market. Known for her creative fusion of cultures, she uses food as a bridge to introduce Americans to a world of spiced (not spicy) flavors, all while infusing her brand with deeply personal family stories and meaningful design.
Resources Mentioned in this episode
- Duncan Alney on LinkedIn
- Firebelly Marketing
- Keya Wingfield on LinkedIn
- Keya’s Snacks
- What Now? with Trevor Noah
- “The Politics Of Food” with Asma Khan on the Firebelly Social Show
- Startup CPG
Quotable Moments:
- “It opened up his palate, and that was a massive moment for me as a chef.”
- “I was proud of the fact that I could set an example for my daughter to see someday.”
- “I want a reality someday where she walks into a grocery store, and it’s just food.”
- “The consumer is Gen Z and Alphas who are younger and are more, more well-versed.”
- “It is time that we raise our cultural equity in the food space.”
Action Steps:
- Introduce global flavors through familiar foods: Using an approachable format like potato chips can help consumers explore new cuisines with confidence.
- Clearly distinguish “spiced” from “spicy”: Correcting this misconception makes complex Indian flavors feel more accessible to a broader audience.
- Place products where customers naturally shop: Selling culturally inspired snacks in the main snack aisle increases visibility and avoids unnecessary separation.
- Build cultural meaning into the brand: Thoughtful ingredients, packaging, and family details can create a stronger and more authentic customer connection.
- Scale only when the business is ready: Developing reliable systems before expanding helps brands support retailers and succeed on every shelf.
Powered by Rise25 Podcast Production Company