Heidi Klum posted a video to Instagram on July 23 showing her topless on a beach with a bag of chips, captioning it “Glazed ham on the beach.”
Klum recently partnered with German snack brand Funny-Frisch to launch a special line of Chipsfrisch by Heidi Klum potato chips.
In the video, Klum lounged on the sand wearing an oversized woven sun hat, dark sunglasses and zebra-print bikini bottoms while using a bag of Chipsfrisch potato chips to cover her bare chest.
The chips appeared to be glazed ham-flavored.
She used the chips to stealthily cover her chest as her dog Fritz relaxed on the sand by her side.
The model’s comments section lit up with fire and heart emojis. “Baaaaabe sooo 🔥🔥🔥 🌶️🌶️🌶️,” Nicole Scherzinger wrote, while others called Klum an “icon” and praised her beauty.
One fan joked about the product placement.
“The chips got the best product placement of 2026,” one commenter wrote.
Klum wasn’t going topless only to market her Funny-Frisch partnership. In fact, the Making the Cut alum posted more footage from her day sans bikini top on July 23. As shown in the clip, Klum flaunted her figure as she waded in the waves with her dog, using Fritz to cover her chest.
She captioned the Instagram Reel, “Finally,” adding a series of emojis, including a desert island and paw print.
Klum even gifted her fellow America’s Got Talent judge Howie Mandel a bag of chips from her line. And the comedian shared that he’s a fan, captioning an unboxing video on Instagram July 13, “I love your chips @heidiklum.”
The carefree beach outing comes after Klum partnered with German snack brand Funny-Frisch to launch a special line of Chipsfrisch by Heidi Klum potato chips, making the bag she used as a playful cover-up a fitting nod to the collaboration.
“Ich habe jahrelang nach den besten Chicken-Chips gesucht – aber nichts hat mich wirklich überzeugt. Also habe ich sie einfach selbst gemacht,” Klum said in German, meaning: “I looked for the best chicken chips for years—but nothing really convinced me. So I just made them myself.”
The partnership was not a spur-of-the-moment move.
The limited edition “Chipsfrisch Brathähnchen Style by Heidi Klum” became available in August 2026 and was first presented at the OMR festival in Hamburg.
Klum explained the collaboration: “Ich habe jahrelang nach den besten Chicken-Chips gesucht – aber nichts hat mich wirklich überzeugt. Also habe ich sie einfach selbst gemacht.” The chips are “richtig knusprig und mit Röstaroma,” so Klum said.
Vana Knöpfel, Director Marketing at Intersnack Deutschland SE, stated: “funny-frisch und Heidi Klum sind gleichermaßen Ikonen der deutschen Popkultur and Collabs entsprechen absolut dem Zeitgeist. Wir sind sicher, im Team zusammen auch Lifestyle-orientierte Zielgruppen für unsere Love Brand funny-frisch erreichen zu können.”
The campaign extended beyond the initial announcement.
Intersnack started a nationwide voting campaign with Heidi Klum to determine the next flavor of the funny-frisch Chipsfrisch brand. Under the motto “Germany’s Next Chipsfrisch,” consumers could vote via QR code on packaging, boxes and displays to decide which flavor would be added to the permanent lineup.
Klum’s getaway comes just weeks after the supermodel opened up about embracing her body and tuning out Hollywood’s growing weight loss craze. Earlier this month, the supermodel revealed she has no interest in jumping on the Ozempic bandwagon, saying husband Tom Kaulitz helped her ditch the fashion industry’s long-standing pressure to be thinner.
When asked about weight loss drugs, “I’m not interested at all,” Klum told Us Weekly.
“I’ve gained weight over the years. I’m no longer a size 24 jean. But I think, with age, we look better when we’re not as skinny,” the 53-year-old said.
Tom Kaulitz was the one who challenged the modeling world’s beauty standards. “My husband was the first one who pointed that out. He said, ‘You should eat more; you would look better if you had more meat on your bones.'”
Klum admitted she eventually agreed with her husband. “When I look back at photos, I’m like, ‘He’s right!’ Proportion-wise, I look better bigger.”
In the viral moment captured on July 23, Klum stretched out on the sand in a printed bikini bottom and oversized straw hat, turned up the sun, crunched some roasted chicken-flavored chips, and let her potato-chip bag do double duty as both snack and cover-up. The move married her signature topless beach aesthetic with savvy product promotion, turning her beloved Chipsfrisch partnership into one of the summer’s cheekiest endorsements.
The Glazed Ham Style chips are just one of the three flavors from Klum’s partnership and feature her face on the bag.