The Ruffles Original flavor bag design is as well known as the brand. The light blue, the positioning of the logo. It all looks so familiar. And bland. It seems odd that a company like FritoLay would have the second biggest brand name in the US, yet do nothing with it. Firstly, Ruffles needs a logo. The lettering may be familiar, but it should be treated like a standalone brand. The two tone blue at the top of the bag should be Wavy; der! The bottom should be larger and flavor color coded. More should be made of the slogan, 'RRRuffles Have Ridges'. But mostly, the new two man teams of the 'Max' flavors and the 'Ultimate' flavors, should be made to feel part of the family. The Hispanic flavors are a small progression in design, but they still feel separate, with just the brand name in common. It is all a bit old-fashioned, disjointed and disparate.
These thick slices with narrow Ripples, led to a rather firm and cracker like crunch. There was a crunch and it remained crunchy, and while you should not penalise a Chip for being fat, they seemed to lack the tympanic crush of most Chips when eaten.
While these Chips were thickly cut slices of potato, they were also rather narrow ridged. This provided a thicker density than you will find with most Kettle Cooked Chips. It also meant that there were not many shapes and curls. The Chips that were not broken were pretty flat. There was also a familiar orange seasoning powder randomly spread about, but not all of the Chips were covered.
A Nose Plunge Test revealed a peppery, hot sauce aroma. Tapatio is a successful hot sauce manufacturer, so we will presume that they were in agreement with the flavor when the food science folk at Lay's presented it to them. But does it work? Well, the first thing we noticed was that there was a zesty lime tang to the hot sauce. And it was very much the familiar Tapatio hot sauce. So, yes. The combo worked well in a balanced fashion.