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.
If a Kettle Chip has a hard, firm but brittle crunch, and a regular Chip has an airy crispy snap, the stereotypical Rippled Chip has a firm break that nears the Kettle style, but a munchy mash result, like a regular Chip. These were stereotypical Ridged Chips.
These were interesting Ridged Chips. The furrows were narrow and thin. The Chips were of a variety of sizes, but mainly small to medium. The most notable aspect however was the flat shape. They were almost disc like in appearance. The gently curved dipping Chip we usually see with Ridged Chips was not apparent. There was some browning and some visible seasoning to add further character.
It would be easier to list what these Chips did not include in their ingredients list concoction. The list is so extensive that it appears someone has created a flavor and then thought, 'actually it could do with a bit of that.' Then 'now, it could do with a bit of this.' And then, 'maybe a touch of this.' And so on and so forth. But does it work? Well yes actually. There is a salty cheesy potato flavor, which is pretty much what you would hope for. It wasn't too mild, but similarly there certainly wasn't anything remotely Mature English Cheddar about it.