Underneath the stylised writing heralding the brand within there is a vintage woman's collar with bow. This has been updated, but remains old-fashioned and maybe even condescending to Miss Vickie. Beneath this is a strong and boldly flavor color coded bag. There are just three colors, except for the little retro badge, that includes a cartoon style diagram. There is also a backdrop of the production plant. It all seems to be trying to do everything for everyone, but not hitting the mark in any category.
These Chips seemed particularly crisp to the crunch. They were thickly cut, with a firm rigidity maintained throughout the bag. A Munch Timing Test saw one medium sized Chip take 12 seconds to eat through. At no point did the Chip succumb to potato mushiness.
There appeared to be less skin on the edges of these Chips than you might normally find in a bag of Kettle Cooked, but they were still bendy and wriggly in shape with plenty of oil bubbles, which was rewarding. There was not much differentiation in color, the oily yellow potato color appearing fairly uniform throughout the bag.
Of all Potato Chips & Crisps flavors, the Salt & Vinegar variety will invariably provide the most notable Nose Plunge Test. These were no different. There was a strong whiff of Vinegar when the bag was opened for the first time. Another consistent feature of Salt & Vinegar Chips is the often over-powering nature of the Vinegar. It seems very difficult for Chips manufacturers to get the balance right. These did have a salty potato backdrop, but the pre-eminent force was undoubtedly the Vinegar, which seemed a little sweet balsamic, but overall the effect was a nice and comfy, not too strong, slightly overly vinegary Chip.