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.
If you don't know, and as these are the second best selling Chips in the US, we know you do - These Chips are a dip's best friend. The test bag contained a lot of large and whole Chips. While there was a dull sound when biting into a Chip that provided a familiar and welcome sound from childhood. Ruffles Chips provide a crunch to measure others against.
Ruffles set the standard that others follow or try to beat. The R-R-Ridged style of these Chips made them feel firmer to the touch and less oil bubbled than regular Chips. There was some minimal seasoning, but it just seemed to be there to make the surface messy.
As most of us know, there is no mystery about Ruffles Original They are salty potato flavored Chips, cut into rippled slices.