Deep dives into crisp culture, flavor physics, and the art of the crunch.
Latest Dispatches
6
Stories from the field
We need to talk about chip density. Not because anyone asked. But because somewhere, right now, someone is biting into a chip and experiencing either transcendent crispness or soul-crushing sogginess, and they deserve to know why.
Let's address the elephant in the room. Or rather, the absence of elephant in the room that could have been filled with chips.
After extensive research involving late-night Wikipedia spirals and too many bags of chips, we've reached an inevitable conclusion: Taylor Swift would be a limited-edition, color-changing, kettle-cooked chip that somehow manages to be both sweet and savage.
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.
Act I: The Evidence
The Lie We Tell Ourselves