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.
As these are among the thickest Kettle Cooked Chips they could have been excused for being hard on the outside and soft potato on the inside. They were not. The crunch was as good as it gets. Firm, yet biteable. Hard, yet tasty. Crunchy, yet munchy.
These Chips looked like they were made from potato and stiffened by oil, rather than merely cooked in oil. In the Kettle Cooked Chip world these were fairly industrial strength. There was a rough and bumpy texture, but they looked like they just would not stand for broken oil bubbles! There were some good shapes, but they were not as irregular as thinner Chips; just some bends and gentle curves. The seasoning wasn't that visible but it had clearly altered the general color of the Chips.
Other Chips manufacturers call this 'Maui' Onion. Krunchers! have decided 'Hawaiian' separates it while still maintaining an exotic feel. Whatever, the result is a small and sweet onion taste that a clever mix of onion powders, sugar powders and magic dust somehow provides. Unfortunately they went a bit light on the magic dust because the flavor was a little oily potato and mildly sweet onion.