The fastest-growing bagged snack brand in the US is making its UK debut this week.

Popchips, which contain no artificial flavours or colours and fewer than 100 calories in a single-serve bag, are rolling out now to retailers including Waitrose and Selfridges.

Unlike most potato snacks, Popchips are not baked or fried but are made from potato flakes turned into crisps using heat and pressure.

Founders Keith Belling and Patrick Turpin described the brand, which carries the strapline “think popped! never fried. never baked”, as the “guilt-free alternative to the fried and baked choices lining snack aisles”.

The brand was launched in 2007 in the US and claims its celebrity fans include Ashton Kutcher and Heidi Klum. In the past year, sales have grown 110% to $30.3m [Nielsen 52w/e 24 December 2011] - faster than any other top 50 US bagged snack brand.

Popchips are available in single-serve packs (rsp: 69p) and sharing bags (rsp: £1.89) in original, barbeque, salt & vinegar, sour cream & onion and salt & pepper.

“We’re excited to have the chance to launch Popchips in the UK,” said Waitrose buyer Rob Hues. “We are always looking for innovative products and are sure our customers will be popping packs into their trolleys.”

The brand will soon hit other retailers including Ocado, WHSmith, Wholefoods Market and Amazon. Its launch will be supported by “grassroots” marketing activity including social media to “drive trial, awareness and buzz, one snacker at a time”.