After Snyder's Lance took Jays Foods over they re-booted the design for the Krunchers! range of Kettle Cooked Chips and made them a standalone brand. A good marketing tool, as is the flavor color coding on this bag. The image of the Chips bursting out of the bag to release their flavor on an unsuspecting world is also innovative and very well graphically produced. The gradual color coding to the top, where you find the company branding works very well, but as a standalone brand, 'Krunchers!' should have its own logo designed.
Thicker than the average Chip, but it was a little surprising that a re-booted brand under new ownership did not make these Wavy, which are even thicker. The crunch was pretty near to as loud and solid as you will find with a Kettle Cooked plain Chip.
These Krunchers! Chips were full of character. They were thick and crisp looking, had strange and irregular shapes. There were a few small Chips. There was a little natural browning on some edges. There was little in the way of seasoning but surfaces did feature rocky oil bubble vesicles.
If, as we mentioned in The Crunch Test, Snyders had re-introduced Jays Original under the 'Wavy' branding it would have made a more interesting Chip. As it is, we have an 'Original' Chip that is not Original. There are Chips manufacturers out there that rely heavily on Original, full of fat and oil recipes. These are 'Original' Chips for a modern world - there is no Trans Fat and it is even relatively low in sodium content. The overall effect of this is a plain and dull, mildly potato flavored Chip.