Chip Brand Designs Packaging That Lets You Retrieve The ‘Best’ Bits

Hoeksche Chips, in collaboration with creative agency Wunderman Thompson, has come up with brand-new packaging for potato chips, promising snackers they’ll be introduced to a “world of flavor” and get every last morsel available.

Snacks have been packaged the same way for decades, either in foil packets or long tubes that often require one to sink a hand deep into the snack abyss before emerging with a crispy chip. Worse still, as more chips get eaten, the harder it is to retrieve the next one.

As such, the brand decided to take on this problem that’s “haunted chip-eaters worldwide for decades.” By adding a twist on the bottom left of its Salt & Balsamic Vinegar chip packet that can be removed, eaters can now direct the final, good bits accurately into their mouths.

This “unique Flavor Saver technology” ensures that every tasty crumb of its potato chips doesn’t go to waste. Henk Scheele and Rene de Zeeuw, the Dutch owners of the brand, said they hadn’t considered that a change in packaging could amp up the quality of the chips.

“Our focus is entirely on making the most delicious chips there are. Everything has to give way to quality and authenticity… For decades, chip bags haven’t changed significantly. Today marks the end of that,” they remarked.

[via Wunderman Thompson, images courtesy]