Wise are one of the biggest and most established Chips companies in the world. Their bag designs will understandably have a bit of a corporate feel. With the 'Ridgies' range they have resisted any sort of design challenge and just gone for advanced graphics in the hope that this well make their brand stand out. The flavors are color coded, and the giant cut style notice provides the all important differentiation to their standard Chips, but it all lacks character. The Wise logo has shrunk and altered over the years but it is highly visible, recognisable and very well designed, but that is the only respect this design pays to the history of one of America's great established and successful companies. Even the flavor name and 'Dare to Dip' slogan are somewhat plonked on, rather than designed.
The temptation to try a Snap Test on a flat Chip proved too good to resist. The Chip won. It broke perfectly in half, just like a crumb free cracker. It had a similar crunch to a cracker as well. Firm and robust, but a mouthful quickly turned to mush.
These Ridged Chips had a strange texture to them. The Ripples were narrow - very narrow in fact. The Chips were also mostly flat. As in pan flat. Most Dip geared Chips usually have curves and bends for scooping up the dip, these did not. There was browning and skin on edges, plus some visible seasoning, but these looked different. We like different.
Regular readers of reviews at Chips & Crisps, will be aware that we are not the best judges of Natural, Original, Regular or whatever else Chips companies call their flavor-free Chips. These tasted a little oily potato to our uncultured palates. The crunch improved them, but without an additional flavor to add to potato and salt, they seemed little more than a sandwich sidekick to us.