Spiced, Not Spicy: How Keya Wingfield Is Changing The American Snack Aisle

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. In this episode… 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.