The Good Chips Paper: Snacking's First Brand Coin

YOU DISCOVERED THE PERFECT CHIP.
BUT YOU GOT NOTHING.

You buy the bag.
Share with friends.
Post the photos.
Then watch from the sidelines as it becomes the next big snack brand.

BRAND COINS FIX THIS.

Contents

TL;DR - WTF is $CHIPS?

1. The Problem

   • 1.1 Introduction
   • 1.2 Early Supporters Get F*cked

2. Brand Coins

   • 2.1 Meme Coins and Brand Coins
   • 2.2 Liquid Brand Equity
   • 2.3 Loyalty Points vs Loyalty Upside
   • 2.4 Tokenised Culture
   • 2.5 Price as a Proxy for Brand Sentiment
   • 2.6 Risks and Misunderstandings
   • 2.7 The $CHIPS Flywheel

3. Token Overview

   • 3.1 Tokenomics and Distribution
   • 3.2 Trading and Infrastructure
   • 3.3 Legal Positioning

4. Background and Timeline

TL;DR - WTF is $CHIPS?

$CHIPS is the first brand coin in the snack food industry, a token that captures belief in a brand before it becomes mainstream. It rewards early supporters not through utility or entitlement, but through alignment, participation, and cultural relevance.

Created by Good Chips, the premium artisanal chip brand, $CHIPS is not a security, has no utility, and carries no rights to equity or revenue. It is a memetic, liquid, tradable expression of brand sentiment.

Key facts:

• Total supply: 333,000,000,000,000 (fixed)
• Community allocation: 60%, with 30% reserved for future rewards
• Treasury: 10% for brand expansion
• Transaction tax: 2% on all buys and sells
• Launched on: Ethereum, with cross-chain access planned
• Team background: Extensive retail experience with hundreds of millions in sales
• Trading venues: Available on DEXs and planned CEX listings

$CHIPS is not an equity token. It is a new digital primitive, turning brand equity into something liquid, visible, and community-owned.

1. The Problem

1.1 Introduction

Good Chips Coin ($CHIPS) is the first ever brand coin in the snack food industry. While there are, and will be, other tokens that naturally fall into this category, $CHIPS is the first to explicitly claim this identity within the CPG (Consumer Packaged Goods) sector. $CHIPS is not just a cultural asset. It represents belief in a brand and a movement before they hit the mainstream. It rewards loyalty and early support and signals the beginning of a new era in social money where brand equity is liquid, tradeable, and owned by the community.

1.2 Early Supporters Get F*cked

We all have our favourite snack brands. And many of us remember discovering that perfect chip before anyone else knew about it. Supporting challenger brands is part of human nature. There's something satisfying about being the person who "found it first."

So how do we support challenger snack brands? We buy their products. We bring them to parties. We post about them. Why? Because they taste amazing, or because we connect with the brand's values - maybe it's organic, locally-sourced, or just has that perfect crunch. That connection is powerful. In the early days, every single customer makes a real difference. Every bag bought, every Instagram story, every recommendation helps push the brand forward.

Now imagine you discover Good Chips at a local farmers market. The ingredients are clean, the flavors are innovative, and they're the perfect party snack. You bring them to gatherings, people love them, they ask where you got them. Over the next few years, you keep buying them and spreading the word. Eventually, the brand explodes. It's in Whole Foods, then Target, then everywhere.

You played a crucial part in this success story. What did you get out of it? Honestly, nothing. In fact, you paid premium prices for the product, gave the company your money, and did their marketing for free by convincing your friends to try them. Meanwhile, the people who did get paid were influencers and celebrities with no real connection to the brand, people who often have no organic interest in artisanal chips and are simply paid to promote them.

This is sh*t.

2. Brand Coins

2.1 Meme Coins and Brand Coins

A meme coin is commonly defined as a fungible token that represents a meme. Well-known examples include $DOGE, $PEPE, and $WIF. However, the meme coin category also includes tokens that are not strictly based on memes. What these tokens have in common is that they typically offer no utility and generate no cash flow. Despite this, the meme coin sector has reached massive market capitalisations and continues to grow.

According to this definition, $CHIPS could be classified as a meme coin, as it does not have built-in utility and does not generate revenue. However, $CHIPS is distinct in one important way: it is associated with Good Chips and its wider ecosystem. As a result, its price is influenced not just by speculation or internet virality, but also by factors such as brand growth, public sentiment, and broader attention surrounding Good Chips.

In the meme coin market, price movements are largely driven by attention. Many tokens have experienced parabolic rises off the back of viral hype, only to decline sharply once attention shifts elsewhere. In the case of $CHIPS, it is reasonable to expect that if Good Chips continues to gain popularity and expand distribution, this could lead to increased attention on the broader ecosystem. That attention, which can be influenced by company performance as a second-order effect, is what may ultimately impact the token's price.

In summary, while $CHIPS shares some surface-level traits with traditional meme coins, it represents something fundamentally different. Meme coins tend to thrive on attention alone, rising and falling with hype cycles and lacking any real-world anchor. Brand coins, on the other hand, are connected to real products, communities, and cultural momentum. $CHIPS is not just a bet on market sentiment, but a reflection of belief in the growth and relevance of Good Chips. It marks the beginning of a new category, where value is driven by participation, brand success, and community energy.

2.2 Liquid Brand Equity

In corporate finance, a company's brand is considered one of its most valuable intangible assets. Brand equity refers to the value created through customer perception, loyalty, cultural relevance, and market presence. It explains why consumers consistently pay more for Pringles than for store-brand chips, or why a bag of artisanal chips can command triple the price of mass-produced alternatives. This value is real, yet difficult to isolate or access until a major liquidity event such as an acquisition or IPO in which case it would only benefit the equity holders and not the community.

Brand coins aim to change that. They make brand equity liquid, real-time, and accessible to the community. A brand coin like $CHIPS can be viewed as a live, market-driven expression of the intangible value of Good Chips. Just as equity markets try to price in the future earnings and growth of a company, brand coins allow the market to respond to the perceived cultural and commercial strength of a brand. The price of the coin reflects collective belief in that brand's trajectory, visibility, and long-term relevance.

This idea is similar to the accounting concept of goodwill, which appears on a company's balance sheet as the premium paid above book value during an acquisition, often driven by brand value. However, while goodwill is static and locked in post-transaction, brand coins are dynamic and participatory. They do not just reflect brand equity; they help create it. People who buy, hold, or advocate for $CHIPS are actively contributing to its visibility and brand strength.

By aligning brand equity with real-time community participation and ownership, brand coins introduce a new financial layer to brand building. They offer early supporters the chance to benefit from a brand's growth, transforming brand loyalty into something measurable, tradable, and valuable.

2.3 Loyalty Points vs Loyalty Upside

At first glance, a brand coin might sound similar to a loyalty point. Both aim to reward people for supporting a brand, and both can create an incentive to engage or spend. But that's where the similarity ends.

Loyalty points are closed systems. They're issued, controlled, and limited by the company, with value and redemption options decided behind the scenes. You can usually only spend them in one place, on one brand, under one set of rules. They're static, non-transferable, and they disappear the moment the company changes its terms, shuts down the programme, or expires your balance.

A brand coin like $CHIPS flips that model on its head. It is open, liquid, and tradable. It exists independently of the brand's control and can be bought, sold, and held like any other asset. It doesn't just reward purchases. It rewards belief, attention, and early support. It is a cultural and financial signal that says, "I backed this early. I believe in what this brand stands for."

Most importantly, brand coins create the possibility of upside. Loyalty points are transactional. Brand coins are participatory. They offer a way for supporters to share in the journey, not just consume the product. They turn brand growth into something visible, trackable, and, for the first time, ownable by the community that helped build it.

2.4 Tokenised Culture

Culture is one of the most powerful forms of capital. The brands that win are not just the ones with the best product. They are the ones that tap into a movement, a meme, or a mindset. People do not just consume. They participate. They do not just buy. They share.

Brand coins make this cultural participation visible, tradable, and valuable.

A brand coin like $CHIPS represents more than belief in a business. It reflects alignment with a worldview - perhaps one that values artisanal craftsmanship, sustainable sourcing, or simply the perfect snack experience. It acts as both a signal and a stake. It shows that you were there before it mattered, and gives you a way to benefit if it ever does. The coin becomes a badge of identity, a social flex, and a share in the brand's journey.

In this way, brand coins behave similarly to NFTs and digital art. They capture energy. They mark moments. They turn cultural relevance into economic weight. And because they are liquid, open, and constantly repriced by the market, they allow anyone to enter and move with the momentum.

It is not just about building brands through advertising. It is about building brands through ownership. Culture is the distribution engine. The coin is the tool that aligns people with it.

2.5 Price as a Proxy for Brand Sentiment

In traditional finance, price reflects expectations of future earnings. In crypto, price reflects attention, momentum, and belief. A brand coin becomes a live, liquid signal of how much cultural gravity a brand carries at any given time.

This does not mean the price of a brand coin is always rational. It can be volatile and often moves faster than the brand itself. But that is the point. Brand sentiment is not a fixed number on a quarterly report. It is fluid. It changes based on product drops, new flavors, retail expansions, and viral moments. Brand coins provide a way for the market to express those shifts in real time.

For early supporters and the wider community, price becomes more than speculation. It becomes a scoreboard. It reflects how well the brand is cutting through the noise, capturing attention, and building loyalty. It is not perfect, but it is public, permissionless, and reactive in a way that traditional brand metrics are not.

2.6 Risks and Misunderstandings

Brand coins are a new concept, and like any innovation, they come with risks and potential for confusion.

First and most importantly, a brand coin is not a security. It does not represent legal ownership in a company. It does not entitle holders to revenue. It offers no rights over company decisions, governance, or assets. It is not an equity instrument, and it does not function like one.

The test most commonly used to assess whether something is a security is the Howey Test. This comes from a 1946 US Supreme Court case and remains a key standard used by the SEC. According to the Howey Test, something is a security if it involves:

1. An investment of money
2. In a common enterprise
3. With an expectation of profit
4. Derived from the efforts of others

Brand coins like $CHIPS do not pass this test. While people can buy them with money, there is no contractual enterprise, no pooling of capital, and no promise of profits. There is no claim on future cash flow. There is no expectation of profit based on the managerial efforts of others. While strong performance by Good Chips may generate more attention and increase cultural relevance, there is no promise or obligation that the company's actions will produce returns for token holders. The value of the coin is driven by market sentiment, not by operational delivery or corporate strategy.

Does $CHIPS Pass the Howey Test?

• Investment of money? Yes, users can purchase $CHIPS ✅
• In a common enterprise? No pooled capital, no contract. ❌
• With an expectation of profit? No promise of return. ❌
• Derived from the effort of others? No work on behalf of others ❌

That matters. It means $CHIPS is not a security in the traditional financial or legal sense. It is more like a memetic or cultural asset. It behaves like a brand signal, not an equity stake. Ownership of the coin gives you no power over the brand. It gives you exposure to the brand's cultural momentum, nothing more and nothing less.

That also means brand coins can be highly volatile. Their value can rise and fall quickly based on attention, social energy, and broader market trends. They are participatory assets, not entitlement instruments. Hype can build them. Silence can collapse them.

There is also risk in alignment. If the brand loses its connection to the community, or the token is used in ways that feel extractive or inauthentic, the value can unravel. These assets are built on belief, and belief must be earned continuously.

Brand coins are not for everyone. They are not risk-free. But they are not trying to be traditional financial instruments. They are something else entirely. Used transparently and responsibly, they offer a new mechanism for culture to generate financial expression, and for value to follow belief.

2.7 The $CHIPS Flywheel

$CHIPS aims to demonstrate how belief, culture, product and price can form a self-reinforcing growth loop. We call this the $CHIPS flywheel. Here's how it will work:

1. Limited drops sell out Everything starts with demand for the physical product. For Good Chips, that means creating scarcity and excitement around new flavor launches and limited editions. Each sell-out will signal real-world traction beyond speculation.

2. Attention increases Strong sales performance naturally attracts attention. It generates curiosity, food bloggers write about it, and social media buzz builds. In the attention economy, all attention is valuable. Each product sell-out will fuel media coverage, social discussion, and interest from both within and beyond the crypto space.

3. $CHIPS price rises Token prices are often driven by attention. When the Good Chips ecosystem gains visibility, interest flows into $CHIPS. This interest is reflected in the market, creating momentum for early supporters.

4. The reward pool grows 20% of the $CHIPS supply is reserved for future community rewards. As the token price increases, so does the value of this pool. Additionally, the 2% transaction tax continuously replenishes funding for rewards and operations. This pool functions as a form of marketing capital, but one that is held in token form rather than fiat. The larger it becomes, the more potential there is to engage, incentivise, and grow the Good Chips community.

5. Demand for chips increases A growing reward pool and rising token price create further demand for Good Chips products. As people realise that buying chips could lead to $CHIPS rewards, interest builds. When something is moving, it gets attention.

6. The cycle continues Increased demand for chips leads to more sell-outs. Sell-outs create more attention. Attention brings more activity. And so the flywheel spins.

3. Token Overview

3.1 Tokenomics and Distribution

$CHIPS has a total supply of 333,000,000,000,000 tokens. The full supply was minted at launch and is permanently fixed. There is no inflation and no mechanism for future token issuance.

Tokens are distributed as follows:

• 50% Community
  • 30% initial community allocation
  • 20% reserved for future community rewards
• 20% Rewards Pool
  • Reserved for product incentives, activations, and brand-aligned initiatives
• 20% Founders & Team
  • Allocated for founders, core team members, sales personnel, and key contributors
  • Distributed based on performance and contribution
  • Ensures long-term alignment and ability to attract top talent
• 10% Treasury
  • Dedicated to funding brand expansion and operations

Transaction Tax: 2% All $CHIPS transactions (buys and sells) incur a 2% tax that flows back to the treasury. This mechanism:

• Provides sustainable funding for operations and marketing
• Rewards long-term holders over short-term traders
• Creates a consistent revenue stream for brand development
• Helps fund the rewards pool and community initiatives

An initial airdrop will be made to early community members and strategic partners. The 20% rewards allocation will be distributed over time to support product incentives, flavor launch campaigns, retail expansion rewards, and other brand-aligned initiatives. There is no fixed vesting schedule, but deployment will be managed thoughtfully to ensure long-term community alignment.

The 20% founders and team allocation ensures the ability to:

• Attract and retain top sales talent with proven retail track records
• Incentivize core team members who drive daily operations
• Reward high performers with additional token grants
• Build a world-class team aligned with the token's success
• Create performance-based compensation structures

The 10% treasury allocation, supplemented by the 2% transaction tax, provides sustainable funding for:

• New product development
• Retail expansion initiatives
• Marketing and brand awareness campaigns
• Operational expenses
• Strategic partnerships

3.2 Trading and Infrastructure

$CHIPS will launch as an ERC20 on Ethereum mainnet and will be tradable across multiple chains and venues. The token will use LayerZero's Omnichain Fungible Token (OFT) standard to enable cross-chain functionality, allowing users to bridge and interact with $CHIPS across supported ecosystems.

Primary Contract Address

• Ethereum Mainnet: [TO BE ANNOUNCED]

Planned Bridge Support

• Base
• Arbitrum
• Polygon
• Binance Smart Chain (BSC)

Trading Access $CHIPS will be tradable on decentralised exchanges (DEXs) across supported chains. Liquidity will be bootstrapped through community participation and strategic market making.

Centralised exchange (CEX) listings are planned following initial market establishment.

3.3 Legal Positioning

$CHIPS is a decentralised digital token intended as a memetic and cultural asset. It is not a security, does not represent equity or ownership, and does not entitle holders to revenue, dividends, or governance rights. It is not designed as a financial product, investment instrument, or utility token.

The token will not be issued by Good Chips Inc., and Good Chips Inc. will not hold any rights, control, or guarantees over the token. $CHIPS will be issued by an independent foundation, which exists separately from Good Chips Inc.

$CHIPS does not meet the definition of a security under the Howey Test, which is the primary legal framework used in the United States and referenced in other global jurisdictions. The Howey Test requires four criteria to be met:

• Investment of money
• In a common enterprise
• With an expectation of profit
• Derived from the efforts of others

While $CHIPS can be purchased with money, it does not constitute a common enterprise, does not promise any profit, and does not rely on the efforts of others to generate value. The token's price is determined by market sentiment, cultural attention, and community activity, not by the business operations of any one entity.

$CHIPS is not an e-money token, is not asset-referenced, and is not intended to be used as a means of payment.

Trading or holding $CHIPS involves risk, including potential loss of value and extreme volatility. Users are responsible for their own decisions. No statements in this paper should be interpreted as financial, legal, or investment advice. This document is for informational purposes only.

The regulatory landscape around crypto assets is evolving. While $CHIPS does not meet the current definitions of a security under global standards, holders are encouraged to consult legal or tax professionals in their own jurisdictions.

4. Background and Timeline

The Vision Good Chips was founded by a team with extensive retail experience, having sold hundreds of millions of dollars worth of products through major retail channels. Recognizing the opportunity to merge their deep understanding of consumer packaged goods with Web3 innovation, they set out to create the first brand coin in the snack industry.

The Mission Unlike traditional CPG brands that extract value from their communities, Good Chips aims to share the upside with early supporters. The team's retail expertise provides the operational foundation, while the Web3 approach ensures community alignment from day one.

Product Development Phase The team has spent months perfecting recipes and sourcing the highest quality organic ingredients. Every decision is being made with both product excellence and community values in mind. The goal: create chips worth talking about and a brand worth owning.

Web3 Strategy Development Learning from successful brand coin models in other industries, the Good Chips team has designed $CHIPS to maximize community ownership while avoiding securities regulations. The 50% community allocation reflects a commitment to rewarding supporters over insiders.

Token Architecture The team has structured $CHIPS with:

• 50% community allocation to ensure broad distribution
• 20% rewards pool for ongoing engagement
• 20% founders & team allocation to attract and retain top talent
• 10% treasury for sustainable growth
• 2% transaction tax on all trades to fund operations

The founders and team allocation recognizes that building a successful CPG brand requires world-class talent. This allocation enables performance-based compensation for sales leaders, operations teams, and key contributors who will drive Good Chips' retail success.

Launch Preparation As Good Chips prepares for its market debut in the coming months, the $CHIPS token represents a new model for CPG brands:

• Early supporters can participate in the brand's growth
• Every chip purchase can earn rewards
• Community ownership creates aligned incentives
• Real retail expertise meets Web3 innovation

The Road Ahead Good Chips is positioned to:

• Launch initial product line with integrated $CHIPS rewards
• Build distribution through both DTC and retail channels
• Create limited edition flavors exclusive to token holders
• Expand globally with community-driven market selection
• Develop the first truly community-owned snack brand

The combination of proven retail execution and Web3 community alignment positions Good Chips to disrupt the $100+ billion snack industry. The journey begins soon, and early believers will be rewarded.

Good Chips: Snack Different. Own the Crunch.