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 regular Crisps have a snappy sort of munch and Kettle Cooked Chips have a rigid cracking type of brreak, these had a soft, almost flexing-before-it-snaps break. This was matched by the mouth crunch, which saw the Chips quickly turn into potato mush.
These Chips included medium to narrow width Ridges with very few blemishes. The only coloring was the orange seasoning. The seemingly flat Ripples (if you can handle that contradiction), made the Chips feel thick and hearty. There was some breakage, but as Wavy Chips tend to break along the Ridges it is always more noticeable. There seemed to be a greasy glow to the surface of the Chips that provided a somewhat shiny texture.
This is what we wrote in the Ruffles Cheese & Sour Cream review: We had a bit of a problem with this flavor before we started. As Ruffles are the second best sellers in the US, it is more than probable that alongside Doritos, they are among the most popular dipping Chips. This flavor should be just Cheddar, and preferably a mature, aged or vintage Cheddar with heaps of flavor. The Sour Cream is what it should be dipped in. There could even be an advice section on the reverse of the bag showing the Chip going into a pot of Sour Cream. Instead, we got a mild Sour Cream and [admittedly] well balanced Cheddar Cheese flavor that was enjoyable but instantly forgettable. A-ha. Ruffles have created a Chip specifically for us. And we think it hits the flavor just right.