Kettle Chips certainly keep it simple with the regular range. Colour coded bags. Colours associated with the flavour. Minimalist design. Plain but fairly perfect. However, the Ridged range are all purple with the distinguishing feature a rather poor graphic image in the centre. They do stand out because purple is a rare colour in the Crisps and Chips world, but mostly because they are always stood with the other Kettle Chips on shelves.
While many Rippled Crisps suffer from their additional thickness when considering the quality and sound of the crunch, these were surprisingly crispy and snappy. The crunch started well and continued right through to the end.
These were hard, firm and robust in look and feel. The Ridges were similarly thick and meaty. There were no oil boils but there was a matt yellow colouring that was clearly influenced by the seasoning powder.
A Nose Plunge Test was odd in that there was no really noticeable smell, but there was still a sting of Vinegar on nasal passages. The trick of manufacturing a high quality Salt & Vinegar Crisp is to get the balance right. There are two main ingredients and many companies overdo the Vinegar and underdo the Salt. While these fell victim to this same issue - there was virtually no Salt in the flavouring, Kettle did get the Malt Vinegar just right. It wasn't a generic Vinegar, it was most certainly Malt. We would have still preferred a lip stinging Salt added though.