Stip’s Chips was founded in 2016 when Stephen and Jan Tan experimented with incorporating salted egg flavor into a crunchy chip format.[1] At the time, salted egg was gaining significant popularity across Asian food culture, appearing in dishes ranging from savory mains to desserts. The founders sought to translate this trending flavor profile into a convenient packaged snack.[1]

The original concept paired the richness of salted egg yolk with a light, crispy base, an unconventional combination that became the foundation of the brand.[1] By 2019, Stip’s had established itself in the Philippine market as a premium salted-egg snack. Contemporary local food reviews noted that the brand’s potato and fish skin products competed directly with imported Singaporean salted-egg snacks, positioning it as a high-quality local alternative.[2]

While initially associated primarily with salted egg potato chips, the Stip’s product line has expanded to include various bases and flavors.[1]

Potato chips

The potato chip line remains one of the brand’s flagship offerings. It is available in two primary variants:

• Salted Egg Potato Chips – Original
• Salted Egg Potato Chips – Spicy

Both smaller (60 g) and larger (200 g) formats are available through official stores.[1] The spicy variant incorporates chili and other seasonings into the salted-egg base. Retail ingredient listings describe the product as containing potatoes, salted egg, milk powder, sugar, curry leaves, and chili spices.[3]

Fish skin

Stip’s also produces salted egg fish skin, aligning the brand with the broader Southeast Asian salted-egg snack category. The current range includes:

• Salted Egg Fish Skin – Original
• Salted Egg Fish Skin – Spicy

These products are offered in multiple package sizes.[1]

Cassava chips

The salted egg cassava chips line serves as another major extension, available in both original and spicy variants. This product provides a third distinct crunchy base while maintaining the brand’s signature salted-egg flavor profile.[1]

Other products

The brand has diversified beyond its core salted-egg range. Current catalogs list items such as truffle-flavored fries and assorted snack bundles, indicating a strategic shift toward becoming a broader gourmet snack brand rather than relying exclusively on salted egg.[1]

Stip’s centers its identity on cravings, indulgence, crunch, and salted egg. The brand utilizes the message #FIXTHECRAVING and positions its products as suitable for parties, game nights, and everyday consumption.[1] Rather than competing as a mass-market potato chip, Stip’s targets the gourmet and premium snack segment through distinctive seasoning and alternative bases like fish skin and cassava.[2]

The defining characteristic of the brand is its salted-egg flavor profile, which combines:

• Rich, savory egg-yolk flavor
• Saltiness and creaminess
• Crunchy texture
• Sweet and savory seasoning elements
• Chili and curry-leaf notes in spicy variants

The company highlights the contrast between the rich, creamy salted egg coating and the light, crispy texture of the chips as a key sensory attribute.[1]

The packaging of Stip’s has undergone multiple redesigns as the brand has evolved.[1] The current visual identity prominently features black, white, yellow, orange, and gray. These colors are consistent with those recorded in Philippine trademark publications for the STIPS CHIPS mark.[4] The design aims to communicate a balance of premium positioning and playful snack appeal, with the salted-egg flavor serving as the primary visual cue.

The STIPS CHIPS trademark was published by the Intellectual Property Office of the Philippines (IPOPHL) in 2023. The filing lists Stephen Tan as the applicant and identifies goods including salted egg potato chips, spicy salted egg potato chips, salted egg fish skin, spicy salted egg fish skin, salted egg cassava chips, and spicy salted egg cassava.[4] This registration formally establishes the brand’s product scope and its association with its founder.

Stip’s products are sold through both e-commerce platforms and physical retail channels in the Philippines. The official online store and Shopee storefront carry the brand’s major categories, bundles, and multipacks.[1] The Shopee store maintains a high shop rating and lists dozens of individual products, suggesting that e-commerce is a significant component of the brand’s retail strategy.

In addition to direct-to-consumer sales, Stip’s is available through grocery and food delivery services. For example, products have been listed by Central Market in Quezon City, demonstrating distribution reach beyond proprietary online channels.[3]

Stip’s emerged within the context of the salted-egg food trend in the Philippines and wider Southeast Asia. Unlike conventional brands that might offer salted egg as a temporary flavor variant, Stip’s made it the central pillar of its identity. This differentiation allowed the brand to leverage a flavor familiar to Asian consumers while remaining distinctive in the packaged snack aisle.

The product range reflects a characteristic of contemporary Southeast Asian snack culture: applying traditional regional flavors to modern snack formats. Potatoes, cassava, and fish skin serve as different platforms for the same signature flavor concept.

The development of Stip’s can be categorized into three stages:

1. Salted-egg potato chips: The initial concept focused on translating salted egg into a packaged potato chip flavor.
2. Expansion into alternative bases: The introduction of fish skin and cassava allowed consumers to experience the signature seasoning through different textures.[1]
3. Broader gourmet portfolio: Recent expansions into truffle fries and bundles suggest a strategy to evolve into a comprehensive premium snack brand.[1]

Stip’s differentiates itself in the Philippine market through several key factors:

• Signature flavor: Salted egg serves as the foundational identity of the brand.
• Multiple formats: Potato, cassava, and fish skin allow the flavor identity to span different product types.
• Local origin: The brand was founded and developed in the Philippines.[1]
• Gourmet positioning: Products are marketed as premium alternatives to standard chips.
• Complex flavor profiles: Combinations of sweet, savory, and spicy elements, particularly in the spicy range.
• Product innovation: The company has stated an intention to continue introducing new flavors and snack experiences.[1]

Note: There are unrelated entities using the name “STIP” or “Stip’s” online; this article specifically concerns Stip’s Chips, the Filipino snack brand.

1. About Us – Stips Chips
2. What Mary Loves: Supermarket Find: Stip’s Chips
3. Stip’s Chips Spicy Salted Egg Potato Chips | PICK.A.ROO”
4. Intellectual Property Center, 28 Upper McKinley Rd.