In an industry driven by evolving consumer expectations, Go Free Mini Fries and Potato Chips have emerged as a gamechanger. The snacks deliver the irresistible crispy, salty goodness everyone craves - without the guilt. With 80% less fat and 47% fewer calories than traditional chips, they’re redefining what it means to indulge in a snack. The secret behind their success? Go Free’s patented Pure Crisp Technology, which replaces deep-frying with air, minimal oil and water to create an incredible crunch.
To understand the innovation and strategy behind Go Free, we spoke with Jamshid Ashourian, CEO and founder of JimmyAsh LLC.
What major trends are you noticing in the snack industry right now?
The snacks industry is undergoing a transformation driven by evolving consumer expectations. People are looking for snacks that align with their values and lifestyle. We’ve been closely following these shifts and they’ve informed our development of Go Free Chips and Mini Fries.
Health and wellness have become a top priority for consumers who want snacks that contribute to their wellbeing. High-protein options for muscle growth, energy and weight management are in demand, as are gut-health-focused snacks rich in probiotics and fibre. Sustainability and ethical sourcing are also shaping purchasing decisions, with shoppers favouring brands that use upcycled ingredients, regenerative agriculture and sustainable packaging.
Consumers are also embracing ‘newstalgia’, where familiar comfort foods are infused with global flavours, from Southeast Asian spice blends to Mediterranean-inspired ingredients. While indulgence remains important, people now prefer cleaner ingredient lists with lower sugar, reduced fat and better-for-you formulations.
How has the demand for plant-based, low-fat and clean label snacks influenced innovation in snack production?
Snack production has had to evolve rapidly. The challenge lies in maintaining taste and texture while using cleaner, plant-based ingredients.
New technologies help us achieve this balance. Air-frying and dehydration techniques preserve crunch without excessive oil. Natural emulsifiers and binding agents eliminate artificial additives. Our proprietary technology maximises flavour and crunch while eliminating deep frying.
Fermentation, cold-pressing and plant proteins are redefining clean label snacking. Technology enables us to create indulgent snacks deeply rooted in wellness.
How are consumer preferences shifting regarding comfort foods?
Comfort remains popular, but expectations are shifting. People now want bold, satisfying flavours without artificial ingredients, excess sugar or unhealthy fats. Instead of greasy chips, consumers are choosing high-protein or fibre-rich alternatives. Instead of sugar-loaded dips, they’re opting for those with natural sweeteners and functional ingredients.
People want snacks they can feel good about serving to family and friends.
What role do transparency and ingredient simplicity play in influencing snack buyers?
Transparency is everything. Consumers are researching brands, ingredients and sourcing practices. If a snack brand isn’t upfront about its ingredients, people will move on.
We believe simplicity is key. Real ingredients you can pronounce, clear sourcing and sustainability practices, and no hidden additives or misleading claims are essential to building trust. Honesty and integrity form the foundation of strong consumer relationships.
What inspired the development of Go Free’s Pure Crisp Technology and how will it transform snacking?
I’ve always been driven by the idea of making the world better, starting with my family, my community and my work. Through this process, I realised that we must care for everyone, treating each other with kindness and respect.
When I founded JimmyAsh, I made it our mission to make everyday foods more wholesome without sacrificing taste or texture.
Our tech is a revolutionary cooking process that produces 90% fewer emissions than deep frying, with an equipment footprint half that of a traditional fryer. It allows us to create crunchy, satisfying snacks without the environmental cost. It’s proof that better-for-you snacks and sustainability can go hand in hand.
What trends will shape consumer choices in the next five years?
The next five years will bring a major evolution in snacking. Consumers are getting smarter about their food choices and demanding more.
Functional snacking will become a priority, with people seeking food that boosts energy, improves gut health and enhances focus. Sustainability will be non-negotiable, as consumers focus on regenerative agriculture, upcycled ingredients and zero-waste packaging. Personalisation will also be a key factor, as AI and data insights enable brands to tailor snacks to individual dietary needs, whether high-protein, keto-friendly or plant-based.
Ultimately, indulgence must meet clean ingredients. Winning brands will successfully combine indulgent flavours with clean ingredients and real functionality.
What lessons have you learned as an entrepreneur in the food industry and what advice would you give to aspiring entrepreneurs?
My mission is about more than money - it’s about making a difference. Helping families everywhere lead healthier, happier lives is why we succeed.
Transformation comes with challenges, but commitment and courage make it possible. Success requires perseverance, vigilance and integrity. Standing by truthfulness, integrity and respect is essential. Never cutting corners and choosing the path that is best in the long run leads to real impact. Patience and persistence are necessary for growth. Listening to customers and gaining first-hand experience are invaluable for improvement.
What was your biggest mistake or waste of money?
Mistakes are part of the process - no success story comes without them. What’s important is learning from them and using those lessons to improve. Every mistake we’ve made has helped refine our approach and strengthen our brand.
What’s your biggest achievement?
Many years ago, I embraced a way of life centred on making the world a better place. This philosophy led to the creation of Go Free foods and the founding of JimmyAsh LLC.
After 20 years of hard work and overcoming countless obstacles, we then developed Pure Crisp Technology that aligns with today’s lifestyles.
How snack producers can win in a changing market
There are several key takeaways from Jamshid Ashourian’s journey for snack producers.
Innovation is essential, as consumers demand healthier, tastier and more sustainable snacks. Investing in new technologies can set a brand apart. Transparency builds trust, with clean labels, simple ingredients and honest communication becoming non-negotiable. Balancing indulgence with wellness is the future of snacking, focusing on making better choices without sacrificing enjoyment.
Sustainability must be a priority, as consumers care about waste reduction, emissions, and environmental impact. A consumer-centric approach is crucial, as listening to feedback and evolving products based on real needs leads to long-term success.
Lastly, having a long-term vision is vital. Shortcuts won’t lead to lasting success, and staying committed to quality and ethics ensures a strong future.
Go Free Mini Fries and Potato Chips exemplify how food innovation can transform the industry while aligning with modern consumer demands. With a focus on taste, health and sustainability, they are paving the way for the future of snacking.
