The impression the overall look of the bag provides is one of masculinity. The emboldened ‘Ultimate’ and the cracked flavour colour coded rock wall design hints at 'man marketing'. There is a graphic of a Crisp in the centre. The rest is all a bit corporate and bland – it amazes us how the bigger the company the easier they are persuaded by bland and unimaginative designs by expensive design companies.
These were particularly thickly cut Crisps. This led to a food stuff type of crunch; a snack rather than a thin and crisp snappy Crisp. The crunch was therefore firm and rigid. The overall effect was one that lacked familiar crunch, but that should not stand against such a meaty snack.
These are the most widely cut Ridged Crisps we have come across to this point. They were less Ripples and more squared off undulations (McCoys call them ‘Griddle Cut’), the sort of which are more familiar with industrial buildings. The traditional yellow Crisp colour was visible, as was a well spread and consistent orange seasoning powder.
A Nose Plunge Test revealed a sweet peppery meat sort of aroma, which was a good start. It would be difficult to confidently claim the meaty flavour was Steak, but there was a nice hot sauce addition. They were not nearly as hot as perhaps expected, given the masculine approach of the packaging and branding, but there was a spicy peppery flavour. As many of us would be familiar with the Nando’s approach to Peri Peri Sauce it is easy to attempt to compare – this didn't.