The United Chips of America

Are the Chips manufacturers missing something?
The first thing that struck us when we researched this article was how many flavors were available to US based companies that fit right into local cuisines preferences, but have never been tried.
A good example would be Iowa, where we have eaten the best loose meat sandwiches in the US. It is a very popular food in the State. In the UK, a popular flavor is Beef & Onion. The flavor is similar, but isn't on the Chips menu in Iowa.
Another good example of a UK based flavor that has not been tried anywhere in the US is Lobster Firecracker. Not only is it a great name, but it would fit with a myriad of great New England states.
A good selling Chip in the US is the Calbee Shrimp flavor. Calbee is not an American company. Are there no US companies that think Shrimp would work as well as it does in the rest of the world? Again, in the UK, it is invariably called Prawn Cocktail, which is based on a spicy, mild Shrimp & Tomato Mayonnaise Sauce flavoring.

Regional preferences for Chips flavors
Utilizing some research carried out by the Huffington Post into the best selling Chips by the major US companies (article link HERE), we have learned the following:
1.  Preference for thick Chips: Mountain and West, Midwest, Northeast and New England
2.  Fancy flavors like Red Wine Vinegar or Artichoke: Western mountain States and the Rockies
3.  Spicy flavors: The South, notably Southwest and Southeast
4.  Thin, Regular Chips: The South, notably Southwest and Southeast
5.  Bold, meaty and spicy: Southwest
6.  Vinegar style flavors that make you pucker: Pacific North West
7.  Crab: Like it or not, Mid-Atlantic States will have Crab flavors marketed to them!
The fine people at Lay’s have utilised similar research and devised recipes for Chips that they market as having a local or regional flavor.
West: Thick-cut Deli
Northeast: Honey Mustard
Midwest: Lay’s Creamy Garden Ranch + Wavy Au Gratin
Southwest: Chipotle Ranch
Eastern: Tomato & Basil
Northwest: Balsamic Sweet Onion
Southeast: Cajun Herb & Spice
Of course, this is all broad brush strokes, even by the Chips manufacturers themselves, but it doesn’t just relate to marketing activities. They would not promote flavors and varieties in this fashion without hard evidence that people of those regions do have preferences.

The Chips & Crisps we grew up with
We have learned that partly because of brand loyalty and, ‘backing the local guys’, the Chips that people grow up with, especially when made by the smaller regional operations, will always remain popular. Even if the ingredients or health properties may not necessarily be the best quality.
Another issue that affects choice is the power of the major companies. There are well in excess of a hundred Chips manufacturers in the US, but how many are represented on your supermarket’s shelves?
If people grow up eating Frito-Lay products, it is perhaps understandable when they claim them to be the best.
There is no conclusion to this article, but there are a few flavors that appear to be glaring omissions, and companies that could maybe consider giving them a go.

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