Chef Eric Choi Explains Why He Collaboed With Kettle for the New Gochujang Chips: “It Was a No-Brainer”

Gochujang is an increasingly popular sauce, but it was still surprising when Kettle announced their next limited time offering flavor would be chips inspired by the condiment. But it certainly helped give these snacks street cred by including Eric Choi, the Executive Chef at C as in Charlie as the man behind the crunchy potatoes.

“At C as in Charlie, we are all about unexpected pairings, as we marry Korean classics with southern influence,” Choi told Guilty Eats over email, referencing his New York based eatery. “Kettle Brand shares the same adventurous drive, delivering new and unconventionally crafted flavors like Gochujang to the potato chip. When they approached me about this collaboration, it was a no-brainer, and I was thrilled to team up with them to launch the new chip!”

Having tasted these chips (a sample was provided to Guilty Eats by Kettle) I can attest to them being – technical term – real good. They lean a little more sweet than spicy, which could actually be a big positive for those turned off by the Flamin’ Hot-ization of snacks. And as Choi himself has discovered, the chips pair well with more high-end dishes like Beef Tartare.

To find out more about what went into making the chips, as well as a brief pop-in from Nick Hammitt, Vice President of Salty Snacks Marketing at Campbell Snacks, read on:

Guilty Eats: How did Kettle approach you about this? Or did you barrel into the Kettle factory with a bottle of Gochujang and a dream? 

Eric Choi: Teaming up with Kettle Brand formed very organically. Kettle Brand and the team here at C as in Charlie both share a passion for finding inspiration in creating new ways for foodies to experience bold and unconventional flavors! At C as in Charlie, we are all about unexpected pairings, as we marry Korean classics with southern influence. Kettle Brand shares the same adventurous drive, delivering new and unconventionally crafted flavors like Gochujang to the potato chip. When they approached me about this collaboration, it was a no-brainer, and I was thrilled to team up with them to launch the new chip! 
 

I'll admit I don't immediately think of Gochujang and potatoes, but there seems to be a history there... What makes these two work well together? 

Choi: Gochujang is a beloved condiment in Korean culture and one that I’ve been using in my dishes for years. Traditionally Gochujang is used in soups, marinades, and sauces, but it’s a flavor with complexities that unfold delightfully when paired with the right canvas.  This is why Kettle Brand chips are a great vehicle for the new flavor – the perfectly cooked kettle chip base allows for the sweet and spicy delivery of elements like peppers, cayenne, onion and garlic from the traditional recipe to come through with texture, sound, and crunch, and you’re rewarded with a burst of bright flavor with every bite.
 

You've also served Beef Tartare with Gochujang at your restaurant... Why Beef Tartare? What made that the right dish to add these chips to? 

Choi: When I first tried Kettle Brand Gochujang, I really tasted the rich, complex flavors of Gochujang and was excited to create a new elevated culinary experience that honors the brand’s unique interpretations of the condiment. Our Beef Tartare with Kettle Brand Gochujang Chips offered a unique twist on the classic beef and potato chip combo. Inspired by Korean cuisine, we blend Gochujang into the tartare served with Kettle Brand chips, creating a harmonious fusion of flavors. Succulent beef tenderloin marinated in a rich Gochujang sauce forms the heart of our tartare, complemented by cured egg yolk gel, pickled shallots, fresh chives, and diced Asian pear for texture and complexity. The Kettle Brand Gochujang Chips add a satisfying crunch and an extra layer of spice, enhancing the overall light, tangy and subtly taste of the dish. 

What's the flavor you'd want to tackle next? Not to offer my thoughts, but looking through the C as in Charlie menu I would eat the heck out of a mushroom bibimbap chip.

Nick Hammitt: Wow – sounds delicious, great suggestion.  We are always looking out for new, trend-forward flavors that will resonate with our consumers while also bringing a level of surprise and delight.  Bold and flavorful ingredients are part of the DNA and we often look to the culinary world for inspiration – whether that is global cuisines, condiments, etc. Limited time flavors give us an opportunity to push the envelope on new flavors and do things that have never been done before – so you will have to stay tuned for our next innovation! 

How much testing on your part goes into a chip like this? How important is moderation of the flavor? Technically, I don't believe this recipe includes actual Gochujang sauce, just the spices that evoke it - why go this route? 

Choi: We are constantly iterating our recipes, tapping into the best ingredients that complement our rustic potatoes until we feel we’ve got it absolutely right.  It is critically important that each variety we create delivers the bold, delicious flavorful impact that the Kettle Brand is known for, while ensuring we have an authentic representation that encapsulates the complexity of the original flavor. In the case of Gochujang, we went through almost 80 iterations to get the right balance of peppers, cayenne, garlic, and onion to deliver a burst of sweet and spicy that is fundamental to this traditional condiment. 

I appreciated the fact that these had spice but weren't overwhelmingly spicy. Is that something that naturally comes out of the Gochujang? Or what was the thought process? 

Choi: Gochujang can range from somewhat spicy to extremely spicy – for us (and this chip) we wanted to make sure we landed the authentic Gochujang “swicy” flavor at a spice intensity that would be the most broadly appealing. We tested many different versions of sweet and savory notes to ensure the full flavor journey came through. This new LTO is Kettle Brand's twist on a traditional Korean favorite delivering Gochujang in our own, unique way. 

Kettle Brand Gochujang Chips are on sale for a limited time.