Crunch with Character: Behind the Scenes with Soffle’s Pitta Chips – The Bold Snack That’s Baked, Not Fried

If you’re into snacks that actually taste of something, you’ll want to meet Soffle’s Pitta Chips. Handmade in the UK using real ingredients and oven-roasted (never fried), Soffle’s has built a cult following for their bold, crunchy, and unapologetically flavour-packed chips. From scooping up dips to starring on snack boards, these pitta chips are made for moments worth savouring. In this exclusive interview, we speak to the team at Soffle’s to learn how a love of entertaining sparked the brand, what sets their chips apart, and why real crunch (with real ingredients) matters.

Welcome for the first time to our monthly JOMO discovery box! Can we start with an introduction to pitta chips. What are they and why are we choosing them over potato chips?

Thank you for having us! We are excited to be included and to share our brand with your lovely members. We love what JOMO is doing! Our Pitta chips are all natural and oven roasted, to create the perfect crunch, making them perfect to dip, the sturdiness ensures the perfect scoop. It’s great to provide an alternative snack that is natural and non greasy. They are also super versatile, we love adding them into soups and salads. When we’re feeling extra fancy we smash them into a crumb which goes great on top of cheesy bakes. 

What was the inspiration behind Soffle’s - why the name, branding, flavours and why pitta chips?

Started by Sophie, the early days of pitta chip production began in her kitchen in Hackney by making pitta chips for friends as an all natural party snack to have with beers and dips before dinner.

Wanting to serve her friends something healthy and home made, the pitta chips were created by mixing fresh ingredients with pitta bread and then oven roasting with olive oil. Proving popular she wanted everyone to try so the mission began there on bringing healthy snacks to the people of East London in a Soffle style. The backbone of Soffles is very much inspired by people, fresh natural ingredients, drinks and creativity. 

You also have an all things pitta truck! Can you tell us about that? 

Ah yes! Her name is Federica, an Italian vintage Tuk Tuk, originally used for our local deliveries, and events. We created loaded Soffle’s Nachos with our pitta chips, delish!! They are easy to make at home, visit our website for our recipe, they make for a very tasty dinner!

Can you tell us about Soffle’s range and what we have in front of us today? 

Today we have in front of us our top seller Rosemary & Thyme (in mini format) a crunchy version of the Italian focaccia bread, botanical flavours that is everyone's favourite. Our range is classic size 60g and share size (we love to share!) 165g. We also have a Black Pepper, Sea Salt & Olive Oil flavour as well as our Chilli & Garlic Mild. We have a WILD version of the Chilli & Garlic available in our classic size bags for those people who like it HOT HOT! 

We listened to a podcast this week on the food industry (Zoe Nutrition) which horrified me. Pringles and many big brand crisp companies don’t even use potatoes as their main ingredient for their potato chips! Why was it important when you set out to create your range to keep things all natural and oven roasted? 

Ohh interesting we will have to check that out! That was really the starting point for Soffle’s and our chips. Sophie couldn’t see many healthy and natural alternatives on the shelves to potato chips and wanted to have a snack that was home made. So she made one, and created a product that was true to its ingredients

We also make an olive oil hummus which is of course all natural too and it’s super smooth and creamy, with the freshest taste. It is very important to our brand that we always keep it natural! 

Does this also have an impact on flavour and texture?

Of course, in the best way! All our chips have the best crunch, we should probably start an ASMR youtube channel! It’s great that so many brands are adopting natural first products and developing with the consumers in mind. We think you really can taste the difference and we are always reading ingredient lists to make sure no additives or preservatives are present. 

What is your perfect way and setting to enjoy the Rosemary & Thyme Pitta Chips?

Here at Soffle’s we are lucky enough to have an allotment, we love nothing more than heading down there with a picnic, lots of fresh drinks, our Pitta Chips and all the dips, we love dips!! When the Sun is sunning it feels like everything is good!

Can you give us your favourite Summer recipe using any flavour in the range?

Great Question! Our number one favourite Summer Recipe (any of the chips work) is very simple but it packs so much flavour! All you need is a share size bag of chips, a ball of Buratta, Fresh Basil, Olive Oil and Salt & Pepper. Shake the chips onto a plate, tear the Buratta so it’s evenly on top of the chips, sprinkle the basil all over, drizzle the olive oil all over (don’t be shy) and then season! Everyone we have made this for has been super impressed! 

Finally, what is your perfect Summer’s Day?

Doing anything with Great Friends, Tasty Food, Refreshing Drinks & Good Tunes. It doesn’t always have to be sunny to have the perfect Summer’s day when you have all these ingredients. Although we won’t say no to a boat trip in the South of France !!