BY JAY AQUINO

OCTOBER 11, 2025

A pack of potato chips is not exactly your typical accessory to carry when attending fashion week. Back in 2023, I brought Iberica Spirit Chips to one of the shows that I was attending; in my mind, if there was ever a place to showcase a luxury potato chip, fashion week was the perfect place to do it.

My first encounter with the brand happened years earlier, through its co-founder, Pedro Pérez Marín. At that time, he was wearing a suit so well-cut it made you think he had life figured out. I messaged him immediately, asking if his chips were available in Australia; unfortunately, they weren’t.

But that DM turned into something else entirely—the start of a years-long friendship powered by scattered conversations, late-night ideas, and the occasional flex of our new luxury purchases. At one point, Marín even shipped a box of chips to me in Melbourne to hand over to a colleague of his, Sergio, who was visiting for business. Who would send a box of products to a person who they haven’t even met in real life? I asked. “I always have a feeling when I meet someone; 99% of the time I feel if I can trust in somebody or not. I felt that I could build up something good with you. Call it 'Pedro’s Radar.'" Marín responded. That’s how he works—all instinct and energy.

IMAGE SOURCE: IBERICA SPIRIT

Alongside Iberica, BrandXpansion houses Flamencas Snacks, Wanna Freak, Snackifications, and Olé—all built with his business partner, José Hernández García. “We wanted to be 100% free to develop businesses and brands that we love. This started in order to become free in our decisions.”  Marín explains. “The goal was to create happiness in any country worldwide with a product that they could find in their grocery stores.” Ironically, Marín wasn’t even into chips growing up. His fascination came later, when he started to appreciate the craft behind something so simple. “Everybody loves potato chips,” he says. “Especially if they are well cooked and delicious. I know everyone around us likes them, but we keep working on making it as better as possible and as natural as possible to be a good choice for snacking.”

Iberica Spirit is built on a recipe that’s over 70 years old and was reimagined for today’s world. “We have probably the top of the top quality controls,” Marín said. “To be fair too, we try at least 20 bags of potato chips per day in the headquarters, so we try all of the lots that we produce on the same day. That’s why I need to increase my sessions at the gym…” Business Research Insights (2025) reported that the potato chip market is currently valued at USD 32.2 billion in 2024, and it’s expected to reach USD 44 billion by 2033— a space largely dominated by industry heavyweights like Lay’s, Pringles, and Ruffles. Marín is, however, not trying to compete with the giants. “Big fishes run almost the whole market share. We try to be authentic, solution-driven, agile, and innovative. We love to be the ones that do the impossible, and this is something that our customers love.” Their product sits in a category of its own, “affordable luxury snacks" something that sits between indulgence and accessibility. When I first tried the chips, a friend had brought a bag from the Philippines after buying it at a high-end grocery store. “We are this kind of snack that is not for everyday but whenever you want to enjoy a snack alone with a great pairing, such as wine, champagne, or craft beer, or you want to enjoy a meal/dinner with friends and/or family with the intention of surprising them.”  

IMAGE SOURCE: PEDRO PEREZ MARIN

Working with Marín's team, Sergio, Fran, and José feel like they are joining a Spanish family. They’re relentless in their pursuit of perfection, but they lead with warmth. “All our team has the same vision, and we feel like we can change the world a bit, or at least we can make a person a bit better with a small bag of potato chips. This is our motivation, and with work ethic and passion, we know we will reach whatever we want. Good people attract great people, and we like to consider ourselves as a family.”  And that’s the real luxury of Iberica—not just the product, but the people behind it. It’s the same feeling you get walking into a Valentino boutique; you instantly feel the Italian hospitality. 

Outside of business, Marín's rhythm doesn’t slow. He used to train in Jiu-Jitsu, which, honestly, makes him the last person you’d want to argue with—but these days, he’s more into padel tennis. The cigars that he used to love are gone, replaced by a delicious bottle of wine. “I grab a glass of wine, and I enjoy 60 to 90 minutes with someone that I love or I appreciate a lot, and we have the deepest conversations that we can share. This time is to learn, relax, dream, and enjoy. Don’t have a concrete one; the best thing is to be comfortable with someone that you know you can learn from, and that’s all.” 

His style follows the same philosophy: timeless and meaningful (sometimes a bit loud). Once, I noticed him wearing a vintage Louis Vuitton scarf—it turned out to be his grandmother’s. He and his family treasured everything they have regardless of its price. “I learn about not fancy heritage things, but meaningful ones.” His late grandfather, who he shared the same name with, cared a lot about the art of dressing well. “He used to say that there’s nothing more respectful than dressing well to show respect from the beginning." Marín said. 

Marín's vision for BrandXpansion has always stretched beyond borders. What started as a small dream in Spain has now found its way across continents—from the streets of Manila to shelves in New York—where locals have embraced not just the product but the story behind it. In all the years I’ve known him, Marín has never slowed down; he works with the precision of a tailor and the passion of an artist, shaping every brand under his name with intent. There’s no doubt he’ll make Iberica a household name. But before that happens, I am certain that I would see him front row at the Loewe or Chanel show—legs crossed, phone in hand, and a bag of Iberica Chips casually resting on his lap.