Lay's have taken a similar design route to most Chips manufacturers with their Kettle Cooked range of bag designs. The broad flavor color coding is welcome and often seen. The style of frying dominates in big letters. And there is an image of the Chips you will hope are inside, along with a flavoring hint - in this case, a standard looking onion which appears to have had any character or color bleached out of it. What we like most about this design is Lay's have actually taken a less is more approach to the logo. It is smaller, but it stands out more than their huge screaming logo on the traditional Chips packaging. This design is not original or inspiring, but it does the job in a modern, attractive and presentable fashion.
The Kettle Cooked procedure, and with Lay's it would be a procedure rather than a mere cooking style, provided a crispier and crunchier than a regular Chip pleasure. They were not as rigid as some others in the Lay's stable, but this provided a more natural and munchable experience.
These Kettle Cooked Chips featured familiar curled, bent and folded Chips in the bag. They were also thicker than regular Chips. But they seemed to be missing the oil bubbles of most Chips of this variety. And color. They were all a sort of golden yellow, but lacking color variation. There was oil and seasoning visible, but it was flaky and pale. The uniformity of it all was a bit odd.
There is a common misconception that Kettle Cooked Chips are worse for you than regular Chips. The nutrition label on this bag suggests the opposite - for Lay's Chips at least. A Nose Plunge Test revealed a little oniony aroma, but it was not particularly sweet or pleasant. The flavor would possibly be an acquired taste for some, but it was a mild-enough-to-please-all version of it. The sweet onion flavor is clear and present, but not in a screw your eyes up wince sort of strength.