To meet with the food industry’s trend of limited edition edibles designed to torque off the consumers by giving us things that we like and then taking them away from us, Frito Lay decided to release a special version of Ruffles that is only available until December 7th. Dubbed the #1 Flavor in Canada, they presented us with the All Dressed Chip.
All Dressed for what? I am not sure. If there are Canadians who can answer that question, I am open to hearing the answers.
Now, in case we couldn’t figure out that this flavor (flavour) was popular in Canada by the description, Frito Lay was kind enough to not only put one maple leaf where the endorsement was, but they kindly placed a blown-up maple leaf in the background to add that visual je ne sais quoi, meaning “We don’t know what we are doing.” And if we Americans couldn’t figure out the Canadian theme after that, let’s look on the back.
Nothing says Canada more than a bowl of chips stylishly placed next to a hockey stick on the ice and artistically out-of-focus players’ legs with the bag seam chopping the photo all up. Nice touch. I don’t know what could have made it better. Perhaps Don Cherry in one of his loud suits holding the bowl of chips? A quote from him telling us how these chips would have been the ones that old-time hockey players would have eaten after they whaled on each other, if they had their own teeth?
So it is all down to hockey and maple leaves, isn’t it?
Let me say, to Canada, I formally apologize for the packaging and the awful representation Frito Lay made of your nation. It’s embarrassing. Truly.
Nevertheless, I had to try these novel chips. What I ate was pure joy in snack form. This was an interesting reaction considering I normally would take sweet over savory any day. But something reacted within me to eat the whole bag in one clip, and I am now compelled to buy and hoard. Canada has crack too.
However, I will say the picture on the package was misleading. It implied that it was like a barbecue chip with vinegar and paprika. But you couldn’t expect much from the package anyway because, well, look how the geniuses in marketing and advertising described Canada.
I can describe it well to you, the U.K readers. Imagine getting a hit with the vinegar and then following up with notes of Marmite, smoke, onion, garlic, and paprika. To the U.S. readers, Marmite is a yeast extract which comes in a jar that is usually spread on toast or some sort of bread product. When we see different types of yeast extract over here, it is often used instead of MSG as a flavor enhancer. All I can say to the Americans that if you like salt and vinegar chips, give these a go.
If I don’t buy them all up before you.