# Founder Feature: Keya Wingfield of Keya's Snacks

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-03-13
- Length: 27m
- Episode: 265
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-13-founder-feature-keya-wingfield-of-keyas-snacks
- Listen: https://share.transistor.fm/s/3f346149

## Summary

Keya Wingfield, founder of Keya's Snacks, explains how a pandemic pivot from custom desserts to shelf-stable chips launched her brand, leading to a relaunch with professional packaging in 2025. She details the intentional design of her packaging, featuring her face to represent every woman who feeds others, and her strategy to keep the MSRP accessible despite premium perceptions. Wingfield discusses sourcing single-origin organic spices from India and potatoes from the East Coast, while highlighting the 'sea of sameness' in the chip aisle and her mission to break through it with bold, culturally rooted flavors like Bombay Spice and Black Salt.

## Outline

1. Introduction: Keya Wingfield and Keya's Snacks
2. From Custom Desserts to CPG: The Pandemic Pivot
3. Packaging Design: Breaking Rules and Representing Women
4. Sourcing and Ingredients: Single-Origin Spices and Local Potatoes
5. Retail Strategy: Accessibility, MSRP, and the 'Sea of Sameness'
6. Founder Wellbeing: Burnout, Solo Founding, and Family Motivation

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Keya's Snacks (product)
- Sprouts (company)
- Fresh Thyme (company)
- Home Goods (company)
- Food Network (company)

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- [168 - John Shin makes taking your vitamins FUN and sustainable!](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-11-22-168-john-shin-makes-taking-your-vitamins-fun-and-sustainable) (People of Packaging)
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## Citing this page

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