One of the biggest reasons for the factory expansion was adding the space for more visitors, the company told BakeryAndSnacks.
In an effort to 'improve the overall flow' for the ever-increasing volume of guests, the factory improved the publicly accessible spaces and added a 'picturesque patio' for snacking post-tour.
The updates allow visitors to see more of the equipment behind the process – notably the ‘quintessential’ kettles where Cape Cod chips develop their signature crunch. The décor has changed, too, to evoke a more nautical feel, according to the company.
“With the new space, we would love to have as many people as possible visit to see how their favorite potato chips are made," director of marketing Aaron Torchio told us. "We are always trying to introduce our kettle cooked potato chips to new generations of Cape Cod fans and there is no better way to do it than with a tour of our factory."
Tours are available Monday through Friday from 9am to 5pm.
Delayed, but done
The chip maker’s factory in Hyannis – the largest of the Cape’s seven villages – quickly became a ‘mainstay’ on the coast when it opened in 1980, according to the VP of marketing Leslie Waller. It churns out some 30k pounds of chips every day, which amounts to 600k pounds a month and 7.2m pounds annually.
Its future was not always so rosy: Lance mulled closing the factory's doors in 1999, but local officials urged the new owner to keep making Cape Cod Chips on the Cape.
Fast forward to 2017, and Cape Cod finally announced a much-needed $20m expansion, but it was delayed after Campbell scooped up the brand as part of its Snyder’s-Lance acquisition.
The brand has also unveiled a range of flavors in the past few years, including a recent collaboration with fellow New England business Boston Beer Company. The Sam Adams New England IPA-flavored chips hit the high seas in as part of ‘a new summer partnership’ in May.
One limited-edition flavor, Pink Himalayan Salt and Red Wine Vinegar, will return this October with a portion of proceeds benefiting breast cancer research at the Dana Farber Cancer Institute.