One of the key refrains of snack lovers across America has been, “Where are the All Dressed Chips?” Up to now, for the past 1o years, they’ve been hiding in Canada. Now, at long last, they’re being reintroduced in the US by Lay’s…
It’s an All Dressed invasion! First It was All Dressed Pringles announced back in May. Now, Lay’s – America’s biggest chip producer – is heralding the return of its All Dressed classics.
First will be All Dressed Ruffles, the thickker, more robust dipping-designed model. Allow me to suggest plain sour cream as the ideal dip for this already ultra-flavoured snack. Ditto, All Dressed Lay’s regular chips, which are slated for their reappearance in early 2025.
A decade of fan demands
It’s become a trope in fanland. When there’s nothing else demanding snack enthusiasts’ attention, they default to their perennial demand that someone – anyone – re-issues All Dressed and or Ketchup chips.
No chip maker has, until now, given any reason for not doing so. In spite of the boisterous clamour the fans periodically generate, Lay’s and everybody else in the chip biz has turned a deaf ear. But it appears the time has finally come for a grand revival…
Strategic weapon
The chip sector is fraught with acute competitive angles and niche-market brands that seek to chip away small strongholds for themselves.
Perhaps in a challenge to them, Lay’s is offering Ruffles All Dressed. The flavour is not, in fact all of the ones Lay’s offers, but it does incorporate the top 4: ketchup, BBQ, sour cream and onion, and salt and vinegar.
For those unfamiliar with the All Dressed experience… Those lavours actually go superbly well together. And, more to the point, they cover all all the current flavour trends in one fell swoop. You immediately get Swicy and tangy. The combo of vinegar, ketchup and BBQ blend into a unique citrus-floral note. The balance of sweet, salt, tangy and earthy positively shouts ‘umami’. Even the most fertile imagination will not be up to the challenge. You have to try it to believe it.
My take
It’s about time someone brought All Dressed Chips back to the US. I have this sneaking suspicion that Lay’s was always holding the option in its back pocket – saving it for a time when something really big and promo-worthy was needed to elevate the Lay’s brand above the hyperactive competition’s.
I’m really interested to see how the fans react, now that their self-professed dearest wish has been granted…
~ Maggie J.