Published on November 20, 2025
Krispy Kernels : In the snack business for three generations
A 100% Québec company, from grandfather to father… then to daughters.
Often mistaken for an American brand, Aliments Krispy Kernels—well known for its peanuts, nuts, and Yum Yum chips—has actually been part of Québec’s food landscape for 70 years! Better yet, it was the Québec company that bought out its New Jersey partner. A true family success story.
“Every time I tell my grandfather’s story, people are thrilled to learn who the builders behind the brand really are,” says Renée-Maude Jalbert, Marketing Director at Aliments Krispy Kernels. She and her sister Valérie, CEO, represent the third generation now leading this Québec-based salty snack manufacturer.
From Newark to Québec
It all began in 1944 during a train trip to New York. Paul Jalbert, 25, owned a magazine distribution business and was on his way to meet publishers. Along the way, he bought a small bag of Krispy Kernels peanuts to satisfy his hunger—and it was love at first bite!
“My grandfather immediately saw the opportunity to distribute them through his network of convenience stores in Québec and across Canada,” Renée-Maude recalls. On his way back, he stopped in Newark, New Jersey, to meet the owner. Delighted to find a new market, the latter granted him exclusive distribution rights for Canada.
The salted peanuts were an instant hit. In 1951, Paul opened a processing plant in Québec City. Two years later, he bought out his partner’s shares and replaced the logo featuring two Southern army colonels with the now-famous little character sticking out his tongue. Despite being francized, the name Aliments Krispy Kernels still causes confusion. “Even today, few people know the company is 100% Québec-owned,” notes Renée-Maude.
In 1959, always on the lookout for opportunities, Paul acquired (with his brother Louis) the Yum Yum potato chip company, founded by the Bergeron family—potato producers from Warwick. Equipped with rudimentary machinery, the small factory modernized quickly. Plain, BBQ, salt & vinegar, seasoned or light chips; cheese sticks… Yum Yum became an industry leader.
The company was the first to eliminate trans fats from its chips and the first to market vegetable chips under the VIVA brand. It was also the first to offer kettle-cooked chips in a bag that could be reheated in the microwave.
“We’ve always been ahead of our time… sometimes too far ahead!” Renée-Maude jokes.
Meanwhile, Krispy Kernels diversified its peanut offering and expanded into nuts, always with the same promise of quality. “My grandfather never compromised. He regularly went down to the factory to taste the products himself,” she recalls.
From Grandfather to Father to Daughters
Paul’s eldest son, Denis, joined the family business early on. “After being diagnosed with brain cancer in his early forties, my grandfather quickly entrusted him with major responsibilities,” says Renée-Maude. Over the years, Denis bought out shares and became the sole owner in 1990.
In the early 2000s, Valérie and Renée-Maude carved out their roles—one in human resources and sales, the other in marketing. In 2013, just months before Paul passed away at age 94, Valérie became president.
“He left in peace, happy to see the company in our hands,” says Renée-Maude.
A female-led succession, with its own vision and management style. “Standards are higher than ever. We must keep innovating while preserving our values.” A rewarding challenge.
Aliments Krispy Kernels Is…
- A 100% Québec company specializing in the processing and distribution of salty snacks, owner of the Yum Yum, Krispy Kernels, VIVA, and State Line brands
- 250 employees from the Québec City and Centre-du-Québec regions—some of whom have worked under Paul, Denis, and now the Jalbert sisters
- Three processing plants (peanuts, nuts, and chips): two in Québec City (including one peanut-free facility) and one in Warwick
- Products certified “Aliments préparés au Québec”
- Potatoes sourced largely from local producers “We encourage local suppliers as much as possible,” assures Renée-Maude Jalbert.
The Little Character Behind the Logo
After buying out the American partner, Paul Jalbert asked Mike St-Onge, owner of the Saint-Sacrement tobacconist shop and a graphic designer in his spare time, to create a new logo. Mike drew inspiration from Paul’s son Denis, who as a child had a habit of sticking out his tongue when concentrating!
Did you know about...
The Birth of the Potato Chip
In 1853, at a restaurant in New York State, a customer sent back his potatoes, complaining they were too greasy. Offended, Native American chef George Crum sliced the potatoes paper-thin, deep-fried them, and generously salted them once golden and crispy. The picky customer loved them—and the potato chip was born.
The Invention of Flavoured Chips
One day, gathered for drinks in the test kitchen, the Yum Yum team had the wild idea of mixing all their spices to enhance the flavour of their chips. The result was a hit! The new flavour was launched in 1978 in Canada and the United States.
