Yum Yum

A part of the Quebec landscape for more than 60 years, Yum Yum boasts a rich history that deserves to be told and makes the brand truly authentic.

Paul Jalbert, owner of Krispy Kernels, seized the opportunity to extend the product line-up he offered across his well-established network by purchasing Yum Yum Chips in 1959 with his brother Louis de Gonzague. Yum Yum had been founded three years prior in Laurierville, Quebec, by the Bergeron brothers, who were potato farmers. At the time, the business served the regional market, had but seven employees and was equipped with crude machinery.

Pride and ambition proved to be the keys to success. Working relentlessly to attain superior quality production, our entrepreneurs discovered the ideal recipe that bestowed upon the Yum Yum chip its exceptional flavour and texture that are still enjoyed to this day.

From 1959 to 1984, Yum Yum Chips soared and acquired significant momentum, expanding its plant from 9,000 square feet to 100,000 square feet. During this same period, the company’s workforce grew from 7 to 240. The volume of processed potatoes multiplied a hundredfold. The business diversified its product offering by introducing different types of snack foods. Over time, Yum Yum worked to achieve an efficient distribution network covering the entire province of Quebec, as well as certain parts of Ontario and the Maritimes.

At the beginning of the 1970s, the family’s second generation joined the business with Denis, Paul Jalbert’s eldest son, following in his father’s footsteps by taking on the role of CEO.

In 1986 and 1987, Yum Yum Chips invested millions of dollars to build a potato warehousing facility, expand its processing plant and acquire new equipment. Thanks to this substantial investment, Yum Yum Chips modernised most of its equipment, thus securing leading edge technology for itself, and by doing so, the company improved its competitive position.

In 1990, Denis Jalbert finalised the purchase of the company to become its sole owner. All along the 1990s, with the support of a dynamic multidisciplinary team, it was he who ensured Yum Yum’s continuity, thus allowing it to keep going from strength to strength.

At the beginning of the new millennium came the third generation’s turn to get involved. Two of Denis Jalbert’s four daughters, Renée-Maude and Valérie, joined the family business.

At the beginning of 2013, Valérie took on the position of CEO, and at the end of 2013, Paul Jalbert passed away at 94 years of age, with the absolute assurance that the legacy he spent a lifetime building would be maintained for future generations.