With new limited-time flavours hitting shelves, the brand is encouraging Canadians to embrace a surprising snacking trend
TORONTO, ON – July 2, 2025 - This summer, Ruffles® is embracing a quirky snacking behaviour that 1 in 4 Canadians1 enjoy: chip licking. With the launch of two bold new flavours, Ruffles® Spicy Garlic and Ruffles® Double Crunch Korean Sweet Chili, the brand is inviting Canadians to savour their chips in a whole new way.
As Canada’s favourite ridged potato chip2, the brand commissioned the “Ruffles® Beyond the Crunch” consumer survey to understand how Canadians enjoy their chips. The study revealed that 88% of Chip Lickers agree that the number one reason for chip licking is to enjoy the bold seasoning. While some might find the snacking style unusual, 61% of Chip Lickers are not embarrassed by the way they enjoy their chips1.
"The beloved ridges that Ruffles® is known for, combined with our intense new flavours, are made for chip licking – a snacking behaviour that’s more common with Canadians than you might have expected," says Lisa Allie, Senior Director, Marketing, PepsiCo Foods Canada. "We’re excited to bring this snacking phenomenon to the forefront and celebrate chip lickers (and future chip lickers) alike!"
So, the big question is, are you a Chip Licker? Test out this fun way to enjoy your Ruffles® with Ruffles® Spicy Garlic and Ruffles® Double Crunch Korean Sweet Chili flavoured potato chips - available at most retailers near you.
1Ruffles® Beyond the Crunch Consumer Survey 2025
2NielsenIQ MarketTrack, All Channel, Period Ending Dec 28, 2024 (YTD Start Date: Jan 06, 2024)
Methodology – “Ruffles® Beyond the Crunch” Consumer Survey
These findings are from a survey conducted by the Ruffles® brand from June 4 to June 5, 2025, among a representative sample of 1,522 online Canadians who are members of the Angus Reid Forum. The survey was conducted in English and French. For comparison purposes only, a probability sample of this size would carry a margin of error of +/-2.53 percentage points, 19 times out of 20.
About Ruffles Canada
Ruffles® is Canada’s favourite ridged potato chip brand2, delivering a big, iconic crunch and mouth-watering taste. Under the PepsiCo Canada portfolio, the Ruffles® brand offers something for every potato chip snack fan from coast-to-coast. To learn more about the brand, visit www.ruffles.ca.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
Topics: