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.
Perhaps because of the seasoning, or the hardened oil, but these Chips had an almost Kettle Cooked crunch to them. The snap was a cracking break. The Chips did however quickly turn mushy once the eating process began.
Wise Ridgies are cut very finely and narrow. A number of the Chips in our bag were strangely flat, and oil bubble free. There were also some browning and browned areas of what were mainly whole Chips. There was also some darkish colored seasoning, but it was fairly light in covering.
This was very exciting for us at Chips & Crisps. Surveying so many variations of the same flavor gets to the point where we can't honestly predict the right outcome. On one day our review may be just right, on another statements could contradict. This is why we urge everyone to explore the wonderful World of Chips & Crisps to make their own minds up. Anyway, that ramble aside - a new flavor. Brilliant! But was it? Well, it was like a smoky, maybe even hickory flavor with cheese. Smoky Cheese, if you like. The taste wasn't for us, but again, we would urge everyone to try them.