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.
These did not have the hard and rigid crunch of a Kettle Chip, but they were thick and breakable, rather than snappable, as you often find with regular Chips. The meaty crunch quickly turned into potato mash once the robust biting had been completed.
The Ridges, or 'Ridgies' on these Chips were more thin and narrow than you usually see with this Marcelled Cut. The Chips were also rather peculiarly flat. There were a few broken Chips in the bag, but most of the medium sized guys were fit and ready to munch. There was some browning and visible flecky seasoning to aid character.
A Nose Plunge Test revealed a slight onion aroma. The flavor sort of matched this, but it was a little salty, creamy potato, then a small amount of onion flavoring. This worked well as a combo and presented a fairly standard example of what others should come up with before trying to improve upon it.