We set out to do something completely different by applying the science of one product to another," says Keith Belling, CEO and cofounder of popchips, the omnipresent snack food. He's referring to his 2005 purchase and conversion of a rice-cake plant in LA., retooled to make a new kind of potato chip, applying the same heat-and-pressure process to spuds. But he might as well be talking of his yearning to replicate the crazy success of vitaminwater-the drink that, with revenue just north of $300 million, was sold to Coca-Cola half a dozen years ago for a staggering $4.1 billion.
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