Diamond Foods makers of Diamond and Emerald brand nuts and Pop Secret microwave popcorn will purchase Kettle Chips from the British Lion Capital Group for $615 million. Lion purchased Kettle in 2006 for $270 million.

Shares of Diamond fell 10% on Friday after news of the deal. As reported in the Wall Street Journal, analysts worry that the huge investment in a product category which Diamond has no experience could be problematic.