Regular chips function as the structural backbone of the category. They provide stable volume, predictable demand, and manufacturing efficiency. More importantly, they serve as the sensory benchmark against which all flavoured variants are judged. Without a strong regular chip, brand credibility weakens, making flavour innovation unsustainable.

Unlikely. Flavoured chips depend on a technically sound base chip. The processing parameters, slice thickness, oil management and structural integrity are perfected in the plain format before seasonings are applied. Removing regular chips would destabilise quality control standards and weaken the category’s sensory reference point.

Because regular chips contain only potatoes, oil, and salt, there are no flavour systems to mask bitterness, excessive browning, oiliness or texture defects. The simplicity exposes every technical imperfection in raw material quality, frying control, sugar levels and oil stability.

Because regular chips offer no flavour masking. Any defect in dry matter, sugar level or storage management directly affects colour, acrylamide formation, oil absorption and crispness. In flavoured chips, seasonings can partially conceal minor sensory flaws. In regular chips, the raw material quality is fully exposed.

Both. From a consumer standpoint, they provide a neutral, versatile taste profile. From an industry perspective, they require fewer ingredients, lower seasoning costs, simpler inventory management and longer shelf stability. This makes them economically efficient and operationally scalable.

Yes, because ingredient transparency favours minimal formulations. As consumers scrutinise additives and artificial flavour systems, regular chips align naturally with clean-label expectations, potentially strengthening their long-term relevance.

By adjusting only subtle parameters such as salt percentage or slice thickness, brands maintain the universal identity of “plain” while tailoring mouthfeel to local sensory expectations. This creates localisation without compromising brand identity.

They stabilise revenue streams. Flavoured trends can fluctuate rapidly, but plain chips deliver predictable baseline demand, improving inventory planning, raw material contracts and oil procurement strategies.

Possibly, but regular chips are better positioned than heavily flavoured variants to adapt. Reformulations using high-oleic oils, reduced sodium, air-frying or thinner slices can be implemented first in the plain format, preserving trust while responding to health trends.

Because familiarity reduces decision fatigue. Regular chips provide a predictable sensory experience clean crunch, balanced salt and authentic potato flavour. In behavioural economics terms, they represent a “low-risk choice” in a high-choice environment.