James Lindsay launches ‘Do the Right Thing’ veggie chips at Costco, increasing his snack empire with more healthy options.

James Lindsay, the founder and CEO of Rap Snacks, has formally launched his new more healthy snack line, “Do the Right Thing,” marking a big growth past his conventional Hip-Hop-themed potato chips into the wellness-focused meals market.

The Miami-based entrepreneur introduced the nationwide rollout of his vegetable-based chip line, now out there at Costco places throughout the United States, with growth to all 1,800 Kroger shops in 2026.

Lindsay’s new enterprise options two flagship flavors: Veggie Krackle Carrot Ranch and Veggie Krackle Broccoli Cheddar, each made with 100% avocado oil and actual greens, quite than conventional potato bases.

“Rap Snacks has always been about more than food — it’s about culture, community, and authenticity,” Lindsay stated in a press release saying the launch. “With this new line, we’re proving that healthier choices can still be flavorful, fun, and connected to the artists and communities we serve.”

The “Do the Right Thing” model represents a strategic pivot for Lindsay, who has spent over 25 years constructing his meals business empire by partnerships with Hip-Hop artists and daring taste profiles that remember city tradition.

Unlike conventional Rap Snacks merchandise, the brand new line emphasizes clear substances and dietary advantages, that includes gluten-free formulations with no synthetic colours, zero trans fats, and no added sugar.

The entrepreneur’s choice to enter the better-for-you snack market displays rising shopper demand for more healthy options that don’t sacrifice style or cultural relevance.

Each bag of “Do the Right Thing” chips consists of QR codes that hyperlink to unique content material, equivalent to artist interviews and wellness ideas, reinforcing the model’s connection to Hip-Hop tradition whereas selling more healthy life-style decisions.

The product launch comes as Lindsay continues increasing his enterprise portfolio, which already consists of partnerships with numerous Hip-Hop artists by Rap Snacks, in addition to ventures in rolled tortilla chips and genuine Mexican potato chips.

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