What began as homemade tortilla chips in a mother’s kitchen has grown into a family-owned San Diego snack company focused on bold flavors, simple ingredients, and a better crunch.
Some family recipes are passed down through generations. For Rochelle Drumm and Jason Drumm, one of their mother’s most popular creations became the foundation for a business.
CHIPZ HAPPEN began with Dee Dee, affectionately known as Mrs. D, making homemade tortilla chips for her family and friends. Whether it was a graduation, wedding, backyard barbecue, or another special occasion, her chips became a familiar part of family gatherings. Eventually, what started in her kitchen grew into a business that Rochelle, Jason, and their mom would build together.
The San Diego-based company officially began in 2013, bringing the family’s recipe and love of entertaining to a wider audience. Today, the brother-and-sister team continues to develop the brand while keeping their mother’s original inspiration at its center.
“Our mom made chips for us when we were younger. Her love of cooking and family inspired the idea of making our own chips with her special blends,” the founders said.
The name CHiPZ HAPPEN came together with a little help from the next generation. After an advertising firm presented a list of potential names, the founders’ niece, who was around 12 at the time, immediately gravitated toward CHiPZ HAPPEN. The name stuck, capturing the playful personality they wanted the brand to represent.
A Family Recipe With a Purpose
While the family’s love of food sparked the business, personal experiences helped shape the products themselves.
Celiac disease within the family, including Jason’s wife and son, made finding enjoyable gluten-free snacks an important priority. Rochelle and Jason saw an opportunity to create a tortilla chip that could accommodate different dietary needs without compromising on taste.
“Creating a gluten-free product line that tastes great was our focus—and we did it!” they said.
That approach continues to guide the brand’s product development. CHiPZ HAPPEN emphasizes gluten-free, non-GMO ingredients and a clean-label approach, with products that are also promoted as free from preservatives. The brand’s certifications and verifications include kosher certification and Women’s Business Enterprise certification, alongside its gluten-free and non-GMO commitments.
For the founders, these credentials are more than marketing points. They reflect the experiences that initially motivated them to create the company and their desire to give consumers more options when choosing snacks.
But meeting ingredient standards is only part of the equation. Taste remains the priority.
Jason leads product development, bringing his palate and vision to the process. The team works with suppliers and other resources to create the flavor profiles and crisp texture they envisioned from the beginning.
The result is a lineup of thin, light, and crunchy tortilla chips designed for everything from casual snacking to entertaining.
Four Flavors, Plenty of Personality
CHiPZ HAPPEN’s flavors are designed to offer something for different tastes, whether someone prefers a classic salted chip or something with a little more kick.
Himalayan Pink Salt keeps things simple, delivering a savory flavor with a light seasoning that works well on its own or alongside a favorite dip.
Chile Lime brings a Southern California influence to the lineup. Inspired by sunshine and beach days, the flavor combines citrusy tang with a little heat. The founders recommend pairing it with guacamole or ceviche, although it is just as enjoyable straight from the bag.
For those who enjoy a cheesy snack, Nacho Cheeze offers a bold, savory alternative. Developed to deliver the familiar flavor associated with classic nacho chips, it provides a dairy-free option without sacrificing the taste people expect.
The newest addition highlighted by the founders is Rockin’ Ranch. Despite its creamy, tangy ranch flavor, the variety is dairy-free, with garlic notes that give it an extra layer of flavor. According to the team, early customer feedback has been especially encouraging.
And the lineup may not stop there. The founders say several additional flavors and product extensions are already in development.
Building a Brand Around Community
As a family-owned and women-owned business, CHiPZ HAPPEN has approached growth with an emphasis on relationships, both within the company and throughout its community.
Rochelle and Jason credit their mother as a major influence on how they approach business. Watching Dee Dee raise three children while managing the many responsibilities of family life showed them what determination and resilience look like.
“Her strength is something we’ve always admired,” they said.
That influence helped establish the company’s foundation. The family focused on creating structure as they navigated product development, operations, and the challenges of growing a consumer brand.
Community involvement has also become an important part of the company’s identity. From local markets to sporting events and other gatherings throughout Southern California, the team has worked to introduce its products directly to consumers.
The brand has developed relationships with retailers and organizations across the San Diego area, including Mother’s Market, and has established a presence at Snapdragon Stadium and San Diego State University. Its bright pink event tent, product samples, branded merchandise and community donations have become part of its outreach.
“Building a foundation in our community is incredibly important,” the founders said. “Community is key, and San Diego has been amazing!”
They also recognize the importance of local retailers that make room for emerging brands, expressing gratitude for the businesses that have supported their growth.
What’s Next for CHiPZ HAPPEN?
With a foundation established in Southern California, CHiPZ HAPPEN is preparing for its next stage of growth.
The company is expanding its online presence, including plans to reach more customers through Amazon, while exploring additional retail opportunities. The founders say they are in conversations with several retailers and are continuing to build relationships that can help introduce the brand to new markets.
Product development remains part of that strategy, with new flavors and extensions in the works.
For Rochelle and Jason, the long-term vision is to create a product people genuinely enjoy, grow thoughtfully, and stay connected to the family story behind the brand.
“Think big and grow smart,” they said. “We want to be known as the best chip on the market and the next brand to take off, backed by a great family story and strong values.”
From Dee Dee’s kitchen to a growing snack brand, CHiPZ HAPPEN is continuing to build on a simple idea: good food brings people together. And if the founders have their way, the next time someone opens a bag, the reaction will be simple, too: “Wow! These are amazing! Where can I buy them? Can I find them at ___?”
To purchase your own bag, visit Amazon, Walmart.com, or chipzhappen.com.
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