If you’ve ever walked into a Kwik Trip or a Kwik Star and felt an irresistible pull toward the snack aisle, chances are you’ve felt the Urge!

Where it all started

Beginning in 1987, Urge!® was born out of a simple idea: give guests exclusive access to snacks that deliver big on flavor and personality.

With eye-catching packaging and a name that speaks to impulse and indulgence, the product lineup includes chips, candy, and jerky. Would you believe it if I told you it used to include soda and pizza?

The evolution

Urge! didn’t sit still. New flavors were introduced and seasonal varieties popped up. From spicy jerky to sour gummies and bold chip flavors, Urge! kept pushing the boundaries of what convenience store snacks could be.

The brand also evolved visually. Packaging updates brought even more energy to the shelves, with vibrant colors and playful designs. Urge! became more than just a snack—it became a personality.

Where are we now?

We are excited to introduce a new, refreshing look! Urge! has a new look that’s impossible to miss. The refreshed design features a bold logo and the playful tagline, “Satisfy Your Salty,” giving the packaging a modern, energetic vibe. But don’t worry—inside, it’s the same high-quality chips with the big, crave-worthy flavor you know and love. New on the outside, classic Urge! on the inside.

Satisfy your Urge!

Order now through Order Ahead in the Kwik Rewards app.