Judging by some of the latest designs from smaller companies, it appears that Lay's are allowed to design for the whole Chips & Crisps industry. As seen with so many, there is a giant logo, a photographic image of a few Chips, and the flavoring or seasoning - In this case, a hairy brush and a pot of Barbecue sauce. The advantage Lay's have over their rivals is of course the most recognisable brand on the market. Even their overseas companies have the same logo, but with their brand name on the red banner. Lay's could actually have a plain, flavor color coded bag with the name of the flavor and their logo, and sell no fewer bags of Chips. However, this is far from innovative packaging. It is actually as basic as it can be while still remaining modern and evocative. Fortunately, not all smaller companies take Lay's lead. It is therefore to them, that we have to look for exciting and interesting bag designs.
These were particularly light and airy Chips. Compared to a Kettle Chip, there was no noticeable crunch. A handful created a crispy smash, rather than a hard and firm crunch. The greasy nature of the Chips saw them quickly melt away.
These Chips were generally fairly small to medium in size. There were lots of broken Chips in the bag. The oil bubbles were weirdly of a similar height. This is perhaps because of a consistent oil temperature and the Chips travelling through that oil at a regulated speed. The undulated surface included crispy white bubbles and well seasoned darker orangy brown areas.
A Nose Plunge Test revealed a somewhat sweet smoky aroma. As an all time American classic Chip, it perhaps has a right to set a standard that others can follow or attempt to better. If you consider that Lay's have sales targets to meet and beat, they have to make a universally pleasing Chip, so it won't have stand-out flavors or heat. The Chips lacked uniqueness and character and the flavor was bland.