Potato chips have long been a popular snack, offering a delightful crunch and a burst of flavor with every bite. With so many brands on the market, choosing the best can be a challenge, as each comes with unique tastes and textures that cater to different preferences. From the artisanal batches celebrating culinary creativity to the household names that have become icons in snacking culture, there's a perfect chip for every palate. Join us below as we explore the most beloved potato chip brands that have captured the hearts of snack enthusiasts around the world.
Illustration of potato chip
Best brands of potato chip in 2025
Lay's
Lay's stands as the leading potato chip brand in the United States, boasting an impressive 1.4 billion unit sales in 2024, significantly outpacing competitors such as Ruffles, which registered 559 million units within the same timeframe. As an integral part of the PepsiCo conglomerate, Lay's has a solid global foothold in 150 countries and has adeptly aligned with consumer trends by introducing diverse flavors and healthier options, including the Simply line, comprising just three ingredients: potatoes, oil, and salt. The brand's innovative strategies, featuring products like Lay's MAX with serrated texture and bolder flavor, have contributed to sustaining its market dominance. Sourcing potatoes from over 120 farms across 25 states underscores Lay's commitment to quality and local sourcing. With a robust marketing strategy and ongoing innovation, Lay's remains a top choice for consumers seeking high-quality potato chips. For more detailed information about their products, visit PepsiCo's Lay's brand page.
Ruffles
Ruffles, a prominent brand under Frito-Lay, stands out as one of the best producers of potato chips, with notable sales increases and a strong market presence. In 2023, Ruffles sold $1.8 billion worth of product, marking a 14.8% increase from the previous year. By 2024, Ruffles continued to be the second-best selling chip, generating $1.9 billion in sales. Known for their thicker, sturdier chips with trademarked ridges, Ruffles remains a favorite among consumers. The brand's success is a testament to its enduring popularity and quality. Discover more about their Ruffles Original Potato Chips on their official site.
Pringles
Pringles, owned by Kellogg's since its acquisition in 2012 for $2.695 billion, has established itself as a leading brand in the global snack market. The brand has seen significant growth, with its market share in digital storefronts more than doubling in the UK from 3% in Q3 2021 to over 6% in Q1 2023, and increasing in the US from around 4% to over 5% during the same period. In Canada, Pringles' market share rose from just over 2% in Q4 2021 to above 3% in Q1 2023, and in Australia, it peaked at almost 4.5% in Q4 2021 before settling at just under 4% in Q1 2023. Pringles is available in over 140 countries and holds a notable market penetration, such as 91% in US convenience and grocery stores. The brand's unique hyperbolic paraboloid shape, designed using IBM supercomputers, enhances its structural integrity and aerodynamics. You can learn more about Pringles on their official website.
Cape Cod
Cape Cod is renowned as one of the best producers of potato chips, particularly in the kettle-cooked category, known for its crunchy and satisfying texture. Founded in 1980, Cape Cod has maintained high standards of quality, using a unique cooking process in smaller batches that results in harder, denser, and crisper chips. The brand commands a premium price and gourmet prestige, with sales reaching $329 million as of 2022, and its products are distributed across a significant portion of the continental United States. Cape Cod's kettle chips have a distinctive flavor and texture, with a perfect balance of salty and satisfying taste, and they are available in various flavors such as classic, barbecue, and sea salt and vinegar. The brand's growth has been notable, with kettle chips leading the industry in growth, rising 18% in total sales in 1990.
Kettle Brand
Kettle Brand, a subsidiary of Kettle Foods, has emerged as a leading producer of potato chips, notably achieving sales above £100m for the first time in the year ended 31 March 2022, driven by bolt-on acquisitions and increased own-label demand. This growth represented a 31.4% increase from £76.8m to £101m. Despite high levels of discounting and promotions, the company managed to boost operating profits by 145% to £1.3m and pre-tax profits more than doubled to £2.9m. Kettle Foods' success is also attributed to the acquisition of tortilla chips maker It's All Good, which produces the Manomasa brand. The brand's focus on quality and innovative flavors has contributed significantly to its market position. For more information, visit the official Kettle Brand website.
Utz
Utz Brands, a leading producer of potato chips and other salty snacks, has successfully maintained market share gains despite intense competition. The company has observed year-over-year retail sales growth of 2.6% in cheese snacks, 2.3% in tortilla chips, and 1.6% in pretzels, although it experienced a 4.7% decrease in potato chips in the third quarter of 2024. Founded in 1921 by William and Salie Utz, the company boasts a long history of producing high-quality snacks, with pretzel sales experiencing a remarkable 20% annual growth in the early 1990s. Utz Brands operates within the lucrative $26 billion salty snacks category, part of the larger $93 billion U.S. snack foods market, and has enhanced its market share from 3.8% to 4.6% since 2019. The company is renowned for its family-crafted flavors and robust distribution network.
Miss Vickie's
Miss Vickie's is a renowned Canadian brand of potato chips, known for its high-quality, kettle-cooked products that have captured a significant market share. Introduced in 1987, the brand quickly gained popularity, especially after being acquired by Frito-Lay in 1993. Miss Vickie's chips are made from hand-selected potatoes, cooked in a specific process to achieve the perfect crunch, and are available in various flavors such as Sea Salt Original, Jalapeno, and Smokehouse BBQ. The brand's commitment to traditional cooking methods and avoidance of unnecessary additives has made it a favorite among consumers. With a presence in North America and Europe, Miss Vickie's continues to be a major player in the potato chips market, which is expected to grow at a CAGR of 5.60% from 2024 to 2029.
Herr's
Herr's, a renowned brand in the U.S. potato chips market, has been a staple since 1946, known for its home-crafted snack recipes and innovative flavors. The company's "Flavored by Philly" contest highlights its commitment to community support and unique flavor profiles. Herr's is part of a market expected to reach USD 14.78 billion by 2030, growing at a CAGR of 5.7% from 2024 to 2030. The brand's focus on local flavors and consumer engagement has contributed to the market's growth, particularly in the flavored segment which is expected to witness the highest CAGR over the forecast period. Herr's continues to innovate, reflecting the shifting consumer preferences towards variety and healthier snack options.
Zapp's
Zapp's is a renowned brand of potato chips in the United States, celebrated for its bold and creative flavors, particularly in the southern region. Founded in 1985 by Ron Zappe, the company is known for its kettle-cooked chips made in peanut oil, which gives them a distinctive crunch and richness. Zapp's introduced the nation's first spicy Cajun chip, the Cajun Crawtator, and its most popular flavor, "Voodoo," was created in 2008. The brand has gained national attention, including appearances on The Oprah Winfrey Show and features in publications like People and The Wall Street Journal. After the founder's death in 2010, Zapp's was acquired by Utz Quality Foods in 2011 and continues to operate as a wholly owned subsidiary. For more details, you can read about Zapp's history and evolution.
Wise
Wise Snacks is a renowned producer of potato chips, known for its diverse and flavorful offerings that cater to various consumer preferences. The brand offers a range of flavors, including classic, salt and vinegar, honey butter, and BBQ, among others. Wise Snacks is part of the broader trend in the potato chips market, which is expected to grow at a CAGR of 4.54% from 2024 to 2031, driven by increasing demand for healthier and innovative snack options. The market's shift towards healthier alternatives, such as baked potato chips, is also a segment where Wise could potentially expand, given the growing consumer interest in health and wellness. With its commitment to quality and variety, Wise Snacks remains a popular choice among consumers. More information about their products can be found on their official website.
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