You’ve seen the highlights. Luther Burden III catching a deep ball, shaking a defender, and basically making the entire SEC look like they’re running in sand. He is, without a doubt, one of the most electric players to ever wear a Mizzou uniform. But if you’re from St. Louis or Columbia, you know Burden isn't just a force on the gridiron. He’s the face of a local snack revolution.
Honestly, the Luther Burden III chips might be more legendary than his freshman year stats.
It started back in 2022. While other five-star recruits were chasing national car deals or flashy crypto sponsorships, Burden went local. He partnered with Old Vienna, a St. Louis staple, to launch his own signature line. We aren't just talking about a generic bag with a face on it. These are a specific, custom-blended twist on a regional icon.
The Flavor Profile: It’s Not Just "Spicy"
If you grab a bag thinking it’s a standard BBQ chip, you’re in for a shock. The base for the Luther Burden III chips is the Red Hot Riplet. For the uninitiated, Red Hot Riplets are the unofficial currency of St. Louis. They’re ridged, they’re covered in a thick layer of spicy seasoning, and they will absolutely turn your fingers bright red.
But Luther didn't just want the heat. He wanted the balance.
The official flavor is Honey BBQ Red Hot Riplets. It takes that signature Old Vienna spice—which, let’s be real, has a kick that catches you in the back of the throat—and smooths it out with a smoky, sugary honey glaze. It’s a "sweet heat" situation. Later, they even iterated on the success by adding a Tangy Ranch twist to the Honey BBQ base for a second flavor.
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The chips are ridged. Deeply ridged. This is important because it allows the seasoning to get trapped in the grooves. Every bite is a massive hit of flavor. If you’re a fan of Cape Cod or Kettle Brand, the texture is a little different—it’s crispy and light rather than a hard crunch, but the seasoning density is probably triple what you’d find on a Lays bag.
Why These Chips Actually Mattered for Mizzou
NIL (Name, Image, and Likeness) is usually pretty corporate and, frankly, kinda boring. But the "LB3 Chips" deal was a masterclass in marketing.
In late 2022, rumors were swirling. People thought Burden might jump into the transfer portal. It’s the modern reality of college football: stars leave for bigger markets. Burden’s response? He posted a photo of himself with a literal potato chip on his shoulder.
"I’m not going anywhere — Tiger for Life."
He told fans to go to Schnucks and grab a bag of his chips so they could "snack like they have a chip on their shoulder" during the big game. It was brilliant. It turned a snack food into a symbol of loyalty to the state of Missouri.
Where to Actually Find Them
Don't expect to find these at a gas station in New York or a grocery store in LA. This is a regional play. Old Vienna is a "if you know, you know" brand.
- Schnucks Markets: This is the primary home for the 2.5 oz and larger bags across Missouri and Southern Illinois.
- Dierbergs: You’ll often see them stocked here in the St. Louis metro area.
- Online Sourcing: Sites like Walmart.com or specialty snack distributors sometimes carry multi-packs, but they sell out fast, especially during football season.
The packaging is hard to miss. It features Burden in his black and gold Missouri jersey, his signature, and the "LB3" branding. It’s a collector's item for some, but honestly, they’re too good to just let sit on a shelf.
The "St. Louis" Connection
Burden is from East St. Louis. He’s a hometown hero. By choosing Old Vienna (and later doing deals with Imo’s Pizza), he leaned into the culture of the city.
Most people get it wrong—they think NIL is just about the money. For Luther, it seemed to be about the brand. He wanted to be the "King of St. Louis." You can’t do that by signing with a national brand that doesn't understand what a "Riplet" is. He chose the local path, and in return, the local fans became fiercely protective of him.
The success of the chips paved the way for other Mizzou athletes to look for local partnerships. It showed that a wide receiver in Columbia could have more influence than a benchwarmer at Alabama, provided he had the right local snack behind him.
What to Watch Out For
If you’re trying these for the first time, keep a drink nearby. Even with the "Honey" sweetener, the Red Hot Riplet DNA is strong. It’s a slow burn.
Also, check the "Sell By" date. Because Old Vienna is a smaller operation compared to Frito-Lay, their distribution can be tighter, and you want that maximum crunch. If the bag feels a bit flat, skip it. You want that puffed-up, nitrogen-filled bag that protects those precious ridges.
Next Steps for the Ultimate Mizzou Fan Experience:
- Locate a Schnucks: If you're within 100 miles of St. Louis, this is your best bet for a fresh bag.
- Pair with a Provel Pizza: To truly eat like Luther, grab some Imo's Pizza. The sweetness of the chip's honey BBQ actually cuts through the salty, creamy Provel cheese perfectly.
- Check the Limited Drops: Old Vienna occasionally does special runs or slightly different bag designs for bowl games or season openers. Keep an eye on the "LB3" social media for announcements on new flavor tweaks.