Image Source: YIKES
YIKES, a new better-for-you hot chip brand, officially launches nationwide in June 2025—disrupting the snack aisle with bold flavors, zero artificial dyes, and a commitment to quality at an affordable price point that delivers both heat and health. Founded by powerhouse trio—Berner, James Lindsay, and Michael Berro—YIKES brings together cultural credibility, sharp business instincts, and a consumer-first mindset to redefine what spicy snacking looks like.
“Every day we see consumers being fed lower quality ingredients—several of which are banned in other countries—and being charged more money for less,” says co-founder and veteran distributor, Michael Berro, in a recent press release. “At YIKES, we’re offering unmatched flavor with better ingredients, real value, and no shortcuts.”
“Stepping into the snack space for the first time with YIKES is something I’m genuinely excited about,” said Berner, cofounder of YIKES. “I’ve always been passionate about culture and flavor—whether it’s music, cannabis, or food—and this is a natural next step for me. We’ve created something that’s not only bold and different, but also better for you. I’ve built brands that speak to the people, and YIKES is no different. This isn’t just a chip—it’s a movement, and we’re about to change the game.”
YIKES chips are made with high-quality ingredients and offered in multiple heat levels to make bold flavor accessible to a wide range of consumers—without sacrificing on taste or integrity. Unlike many leading snack brands, YIKES products contain no artificial dyes, reflecting the founders’ commitment to transparency and elevated food standards.
The Founders Behind Yikes
- Berner—born Gilbert Anthony Milam Jr.—is a visionary entrepreneur, business expert, rapper, cannabis mogul, and co-founder and CEO of Cookies. He is known for transforming counterculture into mainstream business success. He was named rap’s 4th richest mogul and has graced the cover of Forbes magazine for his endeavors. His influence on music, fashion, and cannabis culture makes him a key voice in shaping what’s next.
- James Lindsay, founder and CEO of Rap Snacks, has decades of experience building culturally relevant, fast-growing brands that connect with consumers. Rap Snacks, known as “The Official Snack of Hip Hop,” is the most distributed Black-owned snack brand in the U.S. and was the fastest-growing C-store brand in 2023 and 2024.
- Michael Berro, a distribution and logistics expert with a track record of scaling billion-dollar businesses, has helped bring major products to top retailers including Walmart, Costco, and Casey’s.
Starting June 2025, YIKES will be available in C-stores and major retailers, including Target, 7-Eleven, and Circle K. A global expansion strategy is already underway.
About YIKES
YIKES is a new chapter in snack food, where cultural relevance meets health-conscious innovation. With flavors curated to deliver a kick and branding that reflects today’s hip-hop-meets-wellness generation, YIKES is poised to become a staple in convenience stores and major retailers nationwide—and beyond. YIKES is backed by Cultural Icons Berner, founder of Cookies, James Lindsay, founder of Rap Snacks, and Distribution Veteran Michael Berro.
Share this Story
Related Posts
