Ruffles (potato chips)

Ruffles (known as Lays Maxx or Lays Max in some countries and Walkers Max, Walkers Max Double Crunch or Walkers Max Strong for the UK and Ireland markets, and Lays Ondas for Peru) is an American brand of crinkle-cut potato chips. The Frito Company acquired the rights to Ruffles brand potato chips in 1958 from its creator, Bernhardt Stahmer, who had adopted the trademark on May 11th, 1948. Frito merged with H.W. Lay & Co. in 1961 to form Frito-Lay. In India, when this product was introduced in 1995, it was branded “Ruffles Lays”, though it would be renamed to Ruffles in the late 90s.

Flavors
Ruffles are produced in a variety of flavors and presentations in addition to traditional potato chip flavors, although some of these variants are produced exclusively for regional markets. Existing varieties include: sour cream & onion, cheddar & sour cream, cheese, barbecue, salt & vinegar, cream cheese, and hot wings.

In Canada, a unique Ruffles flavor known as All-Dressed, a mix of ketchup, barbecue, and salt & vinegar flavors, is the most popular in the country.

In Mexico, it has already been sold in the flavors of jamón, buffalo salsa, and chile con queso. In Brazil, it has an exclusive flavor: onion and parsley, but it also has other limited flavors like yakisoba, stroganoff, honey mustard, pepperoni, feijoada, burritos, ribs, pizza and lime.

Marketing
In 2013, a mascot was introduced in Brazil in the Ruffles commercials: a potato with pants and sunglasses called Batatito that appeared in commercials aimed at the adult audience. The character was also used in commercials throughout the rest of Latin America. Batatito's last appearance was in 2017 appearing in a commercial for the lime flavor appearing alongside the Pepsi Twist mascots, and also being the only time he appeared on the packaging.