Wise Foods, Inc.

  • Overview

People who suffer from the munchies would be wise to check out the products portfolio at Wise Foods. Located in Berwick, Pennsylvania, the company manufactures salty snacks, such as its version of Frito-Lay's CHEETOS, called cheez doodles (unlike Frito-Lay, Wise doesn't use capital letters for the name of this product) and New York Deli potato chips. The regional foods firm, founded in 1921, also manufactures popcorn, pretzels, pork rinds, tortilla chips, and dips and salsa. Its brand names include Bravos, Dipsy Doodles, Ridgies, Wavy Potato Chips, Cheez Waffies, and Wise. The company's products are sold at retail food and convenience outlets located in the Eastern US. 

Geographic Reach

Based in Pennsylvania, Wise primarily caters to customers in the Eastern US across more than 20 states from Florida to Maine.

Sales and Marketing

Wise serves several sectors, such as retail food and convenience stores located in the Eastern US. The company's customers include some of the country's largest retailers, including GiantKmartKrogerWal-MartWalgreenFood Lion, and Winn-Dixie.

A longtime fixture in New York, Wise counts the city's youth among one of its target audiences. Indeed, the snack foods maker has used marketing campaigns that spotlight dancing to specifically target young African Americans and Hispanics living in small neighborhoods across New York City. As part of this effort, Wise also travels to several events and festivals, such as the Bronx Music Festival.

Company Ownership

Wise, privately-held, has been owned by Arca Continental, S.A.B. de C.V., the second-largest bottler in Latin America, since late 2012.

Company Background

Wise was purchased by investment firm Palladium Equity Partners in 2000. Additionally, Wise received a boost through a late 2010 credit facility provided by Ally Commercial Finance and Siemens Financial Services. The deal involved a $48 million credit facility, a revolving credit line, and a term loan. The debt arrangements, which came on the heels of the economic downturn, allowed Wise to refinance existing debt while keeping an eye on growth.

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Wise Foods, Inc.


228 Rasely St
Berwick, PA 18603-4533
Phone: 1 (570) 759-4000
Fax: 1 (570) 7594001
www.wisesnacks.com

STATS


  • Employer Type: Private
  • Chairman: Larry Cobble
  • Chairman: Jeff Ryan
  • Chairman: Ron Young

Major Office Locations

  • Berwick, PA