Ruffles

Ruffles is a brand of ruffled (crinkle-cut) potato chips marketed by Plano-based Frito-Lay since 1961. The Frito Company acquired the rights to Ruffles brand potato chips in 1958 from its creator, Bernhardt Stahmer, who had adopted the trademark in or around 1948. The Frito Company later merged with H.W. Lay & Co. in 1961. The product is named as an analogy to the ruffle, a strip of fabric sometimes gathered, creating folds. Its longtime official product slogan is "RRRuffles Have Ridges!" The ridged corrugations are designed to create a sturdier, crunchier potato chip less prone to breakage in the bag, as well as standing up to stiffer dips.