Chip scorecard (all scores out of 10):
Flavor accuracy: 7
Flavor quality: 7
Aftertaste: 6
Bag quality: ∞ (infinity)
Overall: Hard to say how to work ∞ into the equation here
Stop for a second and ask yourself, “What are some of the biggest problems we face as humans?”
Global warming? Growing wealth inequality? Religious conflicts? Government corruption? Definitely all good answers.
But I would like to propose an alternative:
The constant downsizing of the quantity of chips that now come in a standard bag.
If I had to wager an extremely educated guess based on my own expertise, I’d say the average bag of chips is at least 70% air, maybe more.
Therefore, if the average price paid for a bag of chips is somewhere around four dollars, then we’re talking about paying essentially three dollars for a mixture of gases, 78% nitrogen and 21% oxygen with traces of water vapor, carbon dioxide, argon, and various other components, depending on the amount of pollution in the factory where the chips were sealed.
This is a dilemma. As a consumer I feel powerless to Big Chip and their stranglehold on the industry, silencing the cries of their consumers as they decree, “You will take what we give you.”
Enter Full of Chips, a company that bravely says, “What if instead of selling customers less of our product, we just pack as many chips as possible into a bag and call it a day?”
The best business ideas are often the simplest.
Mick McCaskey, the owner of Full of Chips, warned me I’d laugh at how, literally, full these bags are, and he was not wrong. When the package arrived, I grabbed a bag expecting to feel that classic balloon-like shape found in most chip bags. Imagine my surprise when I reached into the box and pulled out a bag that was packed fuller than my carry-on suitcase for a week long vacation when I’m trying to avoid paying to have to check a bag because I’m too cheap. I do not think it would have been possible to get more chips into this bag if you hired the world’s most competitive Tetris players to try and do so.
I’m going to go ahead and say it, Full of Chips is the Elon Musk (but less problematic) of snacking. This is innovation in the snack game, and if Full of Chips can get enough traction to compete in the grocery aisle, I expect we’re looking at an industry-redefining moment. If Isaac Newton were alive today, he’d probably have a lot of questions about how things like phones and cars and Wikipedia work. But once that was figured out, he’d be walking down the chip aisle when a bag of Full of Chips would fall on his head and he’s shriek, “Eureka!”
As you’re reading this review, make note. People will ask “where were you when the chip companies started to increase the amount of chips they put in a bag?” like they used to for the moon landing or Y2K, and we’ll all have Full of Chips to thank.
FTC disclosure: These bags of chips were provided free of charge. This did not influence my decision to review them in any way that my present state of consciousness is aware of, but it is possible that I am under some sort of hypnosis.
