In this episode of SKUFood Recipes for Success, we sit down with Kirk Homenick, President of Naturally Homegrown Foods, to explore how rebranding and innovation are driving growth and reshaping the snack category. Under his leadership, the business has evolved from a niche brand into a national and international player, with brands like Hardbite and the newly launched Poptastic. Kirk shares how evolving a portfolio is essential to staying relevant in today’s competitive CPG landscape.

Kirk unpacks the strategic decisions behind rebranding Hardbite, from refining positioning to aligning with shifting consumer preferences around ingredients, quality, and sourcing. He also shares the thinking behind launching Poptastic, entering a relatively stagnant popcorn category with a fresh perspective and a focus on differentiation. From product innovation like root veg chips and avocado oil chips to expanding into new formats, this conversation highlights what it takes to lead category growth, not just participate in it.

We also explore how brands can balance legacy with innovation, and the role of disciplined strategy in scaling across multiple product lines. Kirk offers practical insights on portfolio management, brand evolution, and building products that resonate with today’s consumer, while setting the foundation for long-term growth.

Connect with Kirk:

Website: https://naturallyhomegrownfoods.com/

Hardbite: https://hardbitechips.com/

Facebook: https://www.facebook.com/Hardbite/

Instagram: https://www.instagram.com/hardbitechips/

Poptastic: https://poptasticpop.com/

Instagram: https://www.instagram.com/poptasticpop/

TikTok: https://www.tiktok.com/@poptastic_pop

If you like what you heard leave us a comment or a review and subscribe wherever you listen to your podcasts.

If you would like to be on the show, send us an email :

peter@skufood.com or susan@skufood.com

Keep informed and up to date about the latest news in the food industry, and follow us on social media:

• Join our weekly SKUFood newsletter
• Connect with Peter on LinkedIn
• Follow us on Instagram

Thanks for listening!