DORITOS BLAZE SCORES 8.4 — TECTONIC CRUNCH CERTIFIEDKETTLE BRAND JALAPEÑO HITS 7.8 ON THE CHIPTER SCALENEW REVIEW: CAPE COD SEA SALT — 6.9 — ALMOST SEISMICSUBMIT YOUR CHIP FOR REVIEWZAPP'S VOODOO REACHES 9.1 — EPICENTER ELITEPAQUI GHOST PEPPER — YOUR TONGUE WILL FILE A COMPLAINTDORITOS BLAZE SCORES 8.4 — TECTONIC CRUNCH CERTIFIEDKETTLE BRAND JALAPEÑO HITS 7.8 ON THE CHIPTER SCALENEW REVIEW: CAPE COD SEA SALT — 6.9 — ALMOST SEISMICSUBMIT YOUR CHIP FOR REVIEWZAPP'S VOODOO REACHES 9.1 — EPICENTER ELITEPAQUI GHOST PEPPER — YOUR TONGUE WILL FILE A COMPLAINT

The Chip
Chronicles

Deep dives into crisp culture, flavor physics, and the art of the crunch.

Latest Dispatches

10

Stories from the field

The Kettle Chip Paradox: Why the Loudest Chip Is Always the Best Chip
Industry Insights

The Kettle Chip Paradox: Why the Loudest Chip Is Always the Best Chip

Marcus Crunchwell

Here is a hypothesis that no one asked for but everyone needs: the louder a chip is, the better it tastes. Not marginally better. Categorically, cosmically, undeniably better. And before you dismiss this as the ravings of someone who has eaten too many chips in a dark room (accurate), consider the evidence. Kettle chips — dense, aggressive, structurally confrontational — consistently outperform their softer cousins in taste tests, cultural cachet, and sheer emotional impact. This is not a coincidence. This is physics. This is destiny. This is the Kettle Chip Paradox.

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Best Chips for Deadbeat Dads on Christmas
Industry Insights

Best Chips for Deadbeat Dads on Christmas

Marcus Crunchwell

It's December 24th, 11:47 PM. The gas station fluorescent lights flicker with judgment as you realize that, once again, you've confused 'being a parent' with 'occasionally remembering you have offspring.' But fear not—nothing says 'I'm trying' quite like potato chips purchased with pocket lint and expired coupons.

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