In the early 1990s, when computers were starting to find their way into households, two friends, Alfredo Moratti and Andrea Romanò, founded Amica Chips. Despite the era of innovation and progress, Amica Chips was built on tradition and, more importantly, friendship. They began their journey in Castiglione delle Stiviere, where the company soon gained popularity.

The two friends wasted no time getting their potato chips into the most famous supermarkets, and the success was instant. Within a year, Amica Chips were available in mass markets, and Alfredo Moratti and Andrea Romanò started experimenting with new recipes and snacks to extend their product range.

As the company grew, it made strategic acquisitions. They acquired Dorita, a Mantua-based brand of snacks, and welcomed them to the circle of best friends. They continued their expansion by acquiring Pandal, a Milan-based brand specializing in snacks, croutons, and cornflakes, and transferred all the production to Castiglione delle Stiviere.

At a food fair in Chicago, Alfredo and Andrea discovered a more handcrafted chip and were inspired to create Eldorada, the first chunkier Amica with the taste of "past times." They started a specific production process resulting in a potato chip with a more homemade and rustic flavour, entirely Italian.

Alfredo Moratti's children, Oscar and Laura, officially joined the company, laying the foundations for the future development of the brand. The company also acquired Mia, a well-known snack company based in Triveneto.

The brand reached a wider audience with its TV ad campaign starring Rocco Siffredi, called "La patatina tira," which created a buzz. Eventually, Amica Chips reached the top spot when Gigi Buffon became the brand's ambassador. The campaign enjoyed enormous success as a testament to its brand values, including quality, consistency, and transparency.

Today, Amica Chips is the leading brand in the potato chips market, with a 40,000 square meter company, over 250 employees, and a turnover of more than 89 million euros. Their chips are exported to over 20 countries worldwide, and their story continues to unfold.