A Potato Chip Taste Test
We take potatoes very seriously here at Cup of Jo, so we enlisted Casey Elsass — recipe developer and food writer extraordinaire — to help us find the best potato chips out there. Casey has worked on over 20 cookbooks, and when it comes to party snacks, no one does it better (this is the man behind Mosaic Jell-O and hot-fudge gifts). With his finely tuned palate, he set out to rank five grocery-store chip brands. And the winner surprised us all…
The Contenders:
Five widely available potato-chip brands — original salted flavor only. I also nixed ridged chips or any specialty varieties.
The Methodology:
As with our last taste test, I set out blind samples, each numbered and coded to a key that I kept to myself. Sliced cucumber and plain sparkling water were available for palate-cleansing between tastes. In addition to ranking the samples, I asked Casey to weigh in on saltiness, crunch, and potato flavor.
The Duds
5th Place: Utz
4th Place: Zapp’s
We’ll start with the bad news: Both Utz and Zapp’s were total flops. “Utz has potato flavor and nothing else,” Casey said. “Not much salt, and it’s pretty dry — like a potato cracker.” The Zapp’s chips were deemed very stale-tasting, even from a freshly opened bag. “They taste like they’ve been sitting out,” said Casey. “Also, for me, they’re too crunchy.” The good news for both these brands is that we all love them for their other work: Zapp’s Voodoo chips are one-of-a-kind, and no one does pretzels like Utz. We’ll let them stick to that, and leave the potato-chip business to our top three, which are…
The Saltiest
3rd Place: Wise
This one seemed a little too salty on first bite: “My dream chip is salty, but salt should be a secondary flavor. With this one, it’s immediate.” But the Wise chips grew on Casey (and on me — though I kept my thoughts to myself during the proceedings!). It was the one he kept coming back to reconsider and was a strong contender for second place. Until…
The Silver Medalist
2nd Place: Boulder Canyon
Who knew?! These chips have been around for 30 years, but are still comparative newbies in the century-old American potato-chip industry. “Mmm!” Casey said, visibly surprised when he first tried them. “This one’s very light — crispy, but in a snappy way. And it has a good balance of potato and salt.” These chips were so good that Casey very nearly gave Boulder the crown. He did a palate cleanse, then a side-by-side comparison with his other top pick, just to be sure. And in the end, although Boulder chips were excellent, the winner, no question, was…
The Slam-Dunk Favorite
1st Place: Lay’s
“Yes, this is it,” Casey said. “They have perfect crunch, and the flavor progression is ideal: oil, potato, salt. They look so light that you expect them to be too airy, but the crispiness is spot on.” After sampling them, Casey suspected they might be Lay’s, specifically because of that subtle perfection. “If you’ve ever been to Italy, the big thing there is ‘aperitivo,’ a before-dinner ritual, where you have your spritz and some little snacks. And I’m almost positive that everyone in Italy is serving Lay’s.” While I cannot confirm Casey’s Aperitivo Theory, I believe it. I always thought of Lay’s as oil-heavy, but this test proved me wrong (as our colleague Alison put it, “It’s shocking how much better these are than the others”). On overall satisfaction, Lay’s were — to the official and unofficial testers — the stand-out favorite. When the taste test was over, we sat around in the garden and finished the whole bag.
Thank you so much for your expertise, Casey! So, friends, do you agree with these findings? And what snack, dessert, or ingredient shall we put to the test next?
P.S. Many more taste tests, and THE best summer dessert to bring over.
(Thank you to Alison for letting us use your garden!)
Tags: potatoes, taste tests
Comments
134 commentsIf you happen to live near a Duane Reade, the generic (Nice! brand) wavy chips are just $1.99/bag, and I find them very potato-y and lovely. Just the righg About of salt.
So odd that Ruffles were not included. Feel like this post should have had better quality control / review.
I’m in DC and certainly see Zapps and Boulder Canyon (though maybe Zapps are in delis/cafes, not grocery stores? I can’t recall… but I did just last week get Zapps alongside my sandwich from a Potbelly in DC). Wise, however, is a brand I’ve never seen nor even heard of before.
I once got to tour the potato chip lab at the University of Maine Cooperative Extension, deep in the potato fields of Aroostook County. Did you know that chip companies have very specific varietals and top secret protocols on when to plant, how long to wait before harvest, and an exact number of days that they get stored before being turned into chips? Fox’s (my fave!) go for a higher sugar content potato, which is why they’re darker in color–it’s from the caramelized sugar.
I grew up near 2 potato chip factories. Moyers in my town ( which I already mentioned in this post… so good ! ) and Bickels 20 mins away in Manheim PA. Well I just read that Bickels are now made in Hanover PA, same as UTZ. Is there a connection ? The plot thickens ! This potato chip saga is real ! I could spend all day on this but Coyoteland is waiting for me at the library ! Gotta pick it up ! It’s a gorgeous sunny day here and I see porch reading in my immediate future ! Happy day all ! Hope it’s filled with salty crunchy goodness ! :)
Unfortunately, its probably because most of the smaller companies have all been bought up! Utz owns Zapps and Boulder Canyon, among others. I also grew up in PA and remember sooooo many local potato chip brands!
Stehmans in the Big Green Can ! My parents got Charles Chips in the big can. But I always loved the Stehmans at my friends’ houses much better ! Charles was delivered to our home. As were our milk and bread. I’m ancient apparently. :)
If you haven’t tried Fox’s chips from Maine… you aren’t really living. https://www.foxfamilychips.com/
I just discovered what I believe to be the best potato chip of all time. Torres Iberian Ham potato chips. Nothing else will ever compare now. Purchased at Wegmans for a steep $8.49.
I love torres and was so excited to try this flavour but it tastes like feet to me!
I read your blog all the time and I work for PepsiCo, at a manfacturing plant where we produce Lays! They are truly the best and love to see this fun review.
Ok, there is no competition until you come to Canada and eat Covered Bridge Potato Chips from the East Coast!!!!! Best Dill Pickle there is
Ok I love that this article has the most comments this week. Everything is a dumpster fire and this is what my brain can handle, too! I love me a bag of classic lays and onion drip, that is a top snack right there. I’ve also been to a few gatherings lately with classic red bag Doritos and everyone is always like hot DAMN these are so good! I think people (in my circle anyway) wrote them off as terrible for you but they are such a treat. Anyway, thanks for the chip coverage, I will be perusing these comments for new recommendations :D
I have recently re-discovered Doritos via my kids and yes they are SO GOOD – why did I ever stop eating them?
If you’re into chips AND puzzles. https://www.ebay.com/itm/406494547436?chn=ps&mkevt=1&mkcid=28&google_free_listing_action=view_item We have it. It’s hard! Seems to be sold out on most sites.
You pick the right person for the task! I’ve spent decades loving potato chips and I’ve never stopped in my enthusiastic consumption to think of, well, anything! let alone crunch. Let alone order of flavor! Hats off to you for an excellent post from a grateful, indiscriminate snacker
Grandma UTZ used to be a fav but I have not had them in years. Now I just read they may have changed them and they are “disappointing loyal fans ” So who knows. Is nothing sacred ????
I will pick up a bag and find out! Huge fan of them and live just over the MD line from where they are made!
Thanks Grace !! Yippee ! :)
but guys. have you tried the new graza potato chips??? https://www.tastingtable.com/2169927/graza-homestyle-potato-chips-review/ not sure if I had the olive oil ones or the sea salt ones, but they felt like evening in spain…
This seems like an east coast list to me; I don’t recognize half of these. For me, it’s Kettle Brand all the way. Their salt & vinegar is the best ever!
Yes! I like my salt and vinegar chips to burn holes in my mouth and Kettle Brand is the best for this.
Kettle brand salt & vinegar will forever be my favorite potato chip
The Kettle Brand reduced fat chips are my holy grail.
I chuckled at the “readily available” descriptor. The only brand I’ve heard of is Lays.
I feel compelled to join this fine discussion as a representative of flyover country…. May I please humbly submit for your consideration Sterling potato chips, made in Burlington, IA. Best damn chip out there.
Sterzing…. Blaming autocorrect.
Wise. It’s the taste of an upstate summer for me. I clearly remember my grandfather coming home from work carrying a brown grocery bag with (that distinctive blue) Wise chips package peeking out the top. Those were the days of limited selection and boy did those chips taste good at the lake. I can’ get them where I live but I always stock up when I have the opportunity.
My mom worked in a potato chip factory for decades. One thing that is truly wild is how many chips are all made in the same facility. One small factory could be contracted to make any number of chips even if they aren’t owned by the same brand. Sometimes the oil or process changes a bit but everything from Lays to Cape Cod to Store brand to Miss Vickies: all at the same place. My mom would bring giant unmarked plastic bags of chips home and we would try to guess what brand they were supposed to be!
Wow, Danielle, that’s so interesting!
So happy to Boulder Canyon in 2nd place. This is my go-to for a classic (non kettle) chip and it’s also local to me. That being said, one of my favorite food writers once recommended Lays Low sodium specifically and that is my other favorite. It really is perfectly balanced. I rarely buy low sodium items but these are perfect. If you already like Lay’s give these a try!
I would’ve added in better made!
If this isn’t the ultimate example of why I absolutely LIVE FOR the CoJ comment section, then I just don’t know. Even though everyone has strong opinions, there’s an overall sense of good humor, grace and kindness. That’s the best. Sidebar for Jo and the Fabulous CoJ Team: I also love that (as far as I know) you’ve never “created content” or sold a course on how to build a thriving community. You’ve just allowed it to be the magical, wonderful thing it is without trying to precisely describe or hypothesize how it happened.
No Ruffles on this list? The best potato chip of all time!
Yessssssss
My favorite chips ever – Kettle Chips Jalapeno. Followed by TJ’s salt and pepper chips.
I haven’t given Lays chips a chance in years. I will definitely tried give them another go. I’m surprised no one has mentioned Clancy’s! They’re one of ALDI’s brands and are truly a hidden gem. Apparently Amazon’s chips are also good too. Has anyone ever tried them? I came across them in a Wirecutter review but have never ordered them. If anyone is interested there are many more opinions about many more chips in said review: https://www.nytimes.com/wirecutter/reviews/best-potato-chips/
I have tried to like Clancy’s, but they are just so terribly salty. It’s all I can taste–salt.
A noble quest! Boulder is my personal #1.
The answer is actually Wavy Lays…preferably with Top The Tater
Love the patio chip and ketchup chips from Trader Joe’s!
The TJ’s patio chips are EVERYTHING! Did you know the factory where they make them burned down a couple of years ago? I was scared we would never see them again, but alas, they are back!
Cape cod! They are the perfect snack with a glass of wine. And “potato chips” and “chips” are pretty interchangeable terms in my house.
Yes to Cape Cod chips! Somehow the reduced fat ones are even crispier and better?!
Herr’s is a brand out of PA and they have a Factory Tour- do it!!! At the end you get a little bowl of classic chips fresh off the conveyor belt and it’s pure delight. Freshest of the fresh – warm, salty goodness. There’s some wild technology there – little cameras ID bad pieces of chips, and then targeted blasts of air cull ’em from the line.
As a Brit, we have lots of amazing brands and types of chips (called crisps here) such as Pipers, Tyrrells and Walkers Sensations, but my fav is a French brand called Brets – they are divine, especially the tartiflette flavour 🤤
So your Walkers is US Lays! They’re both Frito-Lay (as is Miss Vickie’s, Ruffles, Sun Chips … and a ton of other not-potato-flavored chips)!
same company, yes, but not the same crisps!
Love Lays and love Walkers! Different but both so good!
What a fun post! We keep a big basket of assorted chips on the stoop for delivery peeps, and the little yellow lays bags ALWAYS go first! My own requirement is a chip that is sturdy enough to dip into a new container of cottage cheese and get a hearty scoop, in one smooth move into my waiting maw. Trader Joes big bag of crunchy ridged chip does this perfectly!
my spring ritual is a tall can of beer (coors) and a small bag of lays bbq chips. i do this outside on the first nice spring day.
Yes! Mine is a giant thai iced tea and a walk with sunnies on. (i have a small ritual for every season) I love yours!
funny, i live in a fairly large city, phoenix, and lays is the only one of those we have here.
For my husband’s 40th birthday, I asked everyone to bring a bag of their favorite potato chips. He was the drummer for flash chorus, which regularly pulled a couple hundred people each week. People just went up to him casually to wish him happy bday and he caught on by the third bag. We had potato chips lining the upper cabinets in our kitchen layers deep. It was so satisfying. Someone baked him a cake with fondant shaped like a bag of his favorite chips— Tri-Sum, head and shoulder above the rest. His 50th bday is this year and we are going to have a potato potluck party!
I live in California and have never seen Utz or Wise! And now I know not to bother buying if I ever do 😂
No body for Middlesworth? The best chips
My heart!!! One of the things I miss most about living in central PA. Every trip home includes a trip to Weis for the weekender bags of bbq and original.
We did a chip taste testing at work for fun. Three brands (Lays, Ruffles, Miss Vickie’s) across three flavours (plain, bbq, sour cream and onion). I’ve always leaned towards kettle chips but Ruffles were the clear winner in terms of brand when compared side by side!
Cape cod!!!! The best chips! But love a chip regardless. Love this post.
I would love to see a tortilla chip taste test sometime. A chocolate chip one too.
No! Just no! Lays is a salty abomination and Utz is elemental chip perfection.
Another PNW vote for Tim’s Cascade! It’s a shame they are regional because they are truly superior. Kettle brand chips are an acceptable substitute, kettle style chips can be fine. Lately I’ve been laughing at the new Lay’s tagline “made with real potatoes” which feels like a disclaimer lol. That said, sometimes a traditional super thin and salty Lay’s from the yellow bags hits just right.
Oh Tim’s are very good!!! Definitely in the top 5.
thanks for this light hearted fun. i didn’t know how much I needed it! Vickie’s Salt & Vinegar and Cape Cod!
Snyder’s of Berlin💯 Cape Cod (cracked black pepper)💯
Weren’t we also excited about a big, beautiful tin of chips a few years ago? What was that one?
Was it the tin of potato chips from Spain? Bonilla a la Vista Patatas Fritas. My sister is visiting Spain next week and I’m going to ask her to bring some back to try!
Bonilla a la Vista! They’re (chef’s kiss) perfection! And if you happen to be in the Boston area, they sell them at Formaggio Kitchen. I like to keep a bag in my house at all times…just in case.
CANNOT believe I was not consulted for this assignment :) Cape Cod and/or North Fork Potato Chips (plus cold glass of white wine, please and thank you!)
Don’t most people just call them chips? What’s with the “potato chips” thing?
I call them potato chips! curious about others?
Plain chips I would call Potato Chips. Otherwise it’s sour cream and onion chips. Bbq chips.
Agreed with Joanna on this one. In my house, “chips” means tortilla chips, like chips and salsa or chips and guac. Potato chips are called potato chips in our house :)
Potato chips here as well … Not to be confused with tortilla chips in this area. Chips and salsa is said way more often but the salsa add on let’s you know you’re talking tortilla chips.
I would also call them potato chips!
i call them potato chips. chips are tortillas chips.
Potato chips!
+1 on Allison’s comment :)
No, this person does not, because there are all different kinds of chips, made from various ingredients. These are potato chips.
Cape Cod didn’t make the line up?
That surprises me as well. They aren’t my favorite, but for solid potato flavor and as a dipping chip, Cape Cod is a big winner.
Keogh’s from Ireland, available at World Market, are the best chips I have ever had. And I eat a lot of potato chips and graduated from culinary school. They are fantastic.
Agree. They are fantastic!
World Market just opened near me – I will have to hunt these down and try!
thanks! I have never heard of them, but will see if I can locate some.
Where are people falling on the no seed oil argument? I’m torn
It’s not evidence based or backed by rigorous science and anti-seed oil sentiment is very popular among the anti-vax, anti-sunscreen, trad wife crows, which tells me all I need to know. Seed oils are completely fine.
It’s a MAHA talking point. It’s not real.
Here is some more information: https://publichealth.jhu.edu/2025/the-evidence-behind-seed-oils-health-effects. I think the issue is what seed oils are often used for, and that’s for junk food. Other than that, there is no reason why sunflower seed oil, grapeseed oil and the like should be bad. They are plant-based.
Thanks for this! I’m definitely not in the anti-vaxx, MAHA, trad camp but somehow these talking points have been buzzing in my ear. Science based logic all the way!!
Personally, I avoid them. Although I think an occasional bowl of chips is fine, there are such high amounts of seed oils in most processed food, I feel better avoiding as much of it as possible. The long molecule chains in polyunsaturated fatty acids (PUFA) are damaged by the heat used to refine and cook with them, which has an association with chronic inflammatory diseases. Basing my health decisions on doing the opposite of people I don’t like seems silly to me. I am happy to cook with olive oil and butter at home (and get a flu shot in the fall). Here is an article that includes references to more research on the topic, if you are interested. https://naturalwomanhood.org/seed-oils-fertility/
Every single RD I follow online, AND my RD irl say seed oils are just fine. Personally I cook with canola and olive oil every day, and use butter when it’s really necessary. Plenty of evidence about saturated fat, sadly. There’s no dispute among real scientists on that one (not on seed oils).
Seed oils are not dangerous. End of story. So tired of this made up MAHA/instagram influencer talking point!
So glad I saw some love for KETTLE in the comments. I didn’t see any mention of Tyrrell’s, so here I am to proclaim my love for this chip perfection (though i still had to google how to spell it, haha)
Zappos voodoo chips please!!
Serious chip reviews: professorchip on IG https://www.instagram.com/professorchip/
Never seen any of these but Lay’s , which are fine. But i wouldn’t waste my time. Ruffles for the win. They are required back packing food in this family. Ruffles with sour cream onion dip is just the best camping/bbq/ picnic food there is. Also, Juanitas makes the best tortilla chips. And classic Fritos are excellent, although Trader Joe’s version is good too. Kettle brand chips and Hawaiian also delicious. But the real question to sift out the people who RESPECT chips from the LOSERS, what do you do with the smashed bits at the bottom of the bag? :) At our house, tortilla chips go in migas or Chilaquiles with red or green sauce. And Ruffles go in a cheater Spanish Tortilla that i like better than the traditional version, with cheese melted on top, and a slice of fresh tomato with a sprinkle of salt. Husband ruins the whole thing with ketchup.
I’m so glad someone mentioned Ruffles! I take my potato chips very seriously and there is nothing better!
Me and you and the Costco sized Ruffles bag Mags, it’s a date.
Why has no one mentioned the Dark Russets from TJ’s? Dark chip people unite!
I love these taste tests! I have been consistently buying Tony’s Chocolonely chocolates since the last one you featured and they have not disappointed.
I thoroughly enjoy reading everyone’s chip enthusiasm / rage.
I’ve not seen a Wise bag of chips since I grew up in Pittsburgh. They’re not out here in Oregon, nor some of the others :(
Utz didn’t used to be out here in WA either. They were my FAVORITE chips my whole life, living an hour from where they are made in Hanover PA. So got out here and missed UTZ. Then they appeared in the local stores here not too long after we moved here 3 years ago. BUT by then I was into Lays in the yellow bag and UTZ seemed kinda flavorless and not much crunch at all. ( Sorry my lifelong fav chips ) Anyway, so now it’s Lays . And yes I also love Ruffles. A few favorites from back East are Fiffenbachs, Stehmans and Moyers. The latter 2 are not easily found anymore if at all. Moyers potato chip factory was right in my town and one of the boys was in my elementary school class. At every end of year picnic, Moyers would donate the individual bags of chips. Chip memories !! Omg one more… In our teens me and my best friends would go to the soda fountain/ restaurant in town, under the sidewalk after school and eat bags of UTZ. We each had our fav flavors.
Typo Correction : Diffenbachs chips, not Fiffenbachs !
So many different brands mentioned in these comments… Maybe we need a potato chip tournament? Or an international competition?
Maybe a “chip madness” bracket one March?
Lay’s are a very good chip. I’m a Wise potato chip fan since I was a kid. I like the dark chip that’s sometimes in the bag for its blast of super good potato flavor.
Hive five for the overcooked chip! That’s my fave too!
Boulder Canyon is not a chip I have ever encountered, sounds like a West Coast chip. Cape Cod chips are fabulous and I’m partial to the Wavy Lay’s chip especially for dips, they don’t break when you scoop dip.
Hear me out: Boulder Canyon Wavy Potato Chips dipped in the French Onion flavor of Ithaca Hummus.
Say no more. *updates grocery list*
YES!!! That is my favorite chip/dip combo!
I live in Canada (and have lived in big cities and rurally) and the only recognizable chip brand here is Lay’s!
Yah all the Canadian are here like.. what are these. What would our chip test be? PC, No Name, Covered Bridge and Hostess Ketchup with those three fluffy monsters on the bag.
Haha, exactly. If you haven’t ventured north of the border to demolish Covered Bridge and Ketchup chips you haven’t fully lived.
This might sound weird, but have you ever tried refrigerating your chips? I used to travel a lot for work and on some flights I was served cold chips and they were delicious even to a non-chip person.
Wow, I haven’t, but now I’m very eager to try. And I happen to have 4 half-eaten bags of potato chips still lying around…
Poor you, Kelsey – an abundance of potato chip riches!
The werid-ness of it is exactly why I’m going to try it!
I’ve always thought lays were too oily and light. I may have to revisit. But my favorite is Tim’s Cascade Style from the pnw. So good and crunchy and I covet the occasional folded chip.
New Jersian here, we have all these chips locally PLUS they are all kosher and dairy free. Feeling very included here lol
I’m British so would you usually lay (pardon the pun) claim to the best crisps internationally, but last year I went to Paris and found butter flavour crisps in a corner shop. Butter. Flavour. Crisps. No wonder those guys have such excellent sex, they must be permanently ecstatic.
hahahahahaha yes
The brand is Brets, and the crisp is called “La Bretonne” and it is with salted butter. I love it.
Taytos cheese and onion – the only chip worth eating!
100%
THE UTZ SLANDER IS DIABOLICAL!!!! Signed, a Baltimore native.
Seconded from Baltimore area! They’ve never had a crab chip and it shows ;)
Not all is lost! “America’s Test Kitchen” favorite is Utz Kettle Classics Original 2018.
I commented similarly on Utz; they are great (another Baltimore native). I think Lays are so awful that I forgo potato chips entirely when I am Lays land without access to Utz.
You cannot gaslight me into thinking that owl is a widely available chip brand. Never seen that MFer in my life lol
hahahahahah
Boulder Canyon was a Phoenix based company but bought by Utz in 2017. They then expanded distribution. Love myself a good taste test. We have adopted this for our teens and it is a huge crowd pleaser. We’ve tested vanilla ice cream, chocolate chip cookies, popcorn. It is so fun! And Kasey absolutely love your suggestions for homemade food gifts. You are my spirit animal as I too cannot show up empty-handed.