I have a lot of pet peeves and I collect them like weird old Memaws who hoard those cloying Precious Moment figurines. What is with those scary things? They are always displayed on the dusty shelves of the entertainment center or a bannister. And those black empty dewy eyes staring at me (which I know are really portals to Hell)…it gives me the creeps enough to piss me off.
You know what else pisses me off? When I take a chip and dip it into a bowl of creamy French onion and it breaks off. I’m left staring at the other half stuck in a white thick pool like someone in quicksand. And then I take another potato chip hoping to rescue that one and it breaks too. And then I take another one…well, you get the idea.
By the end, there are so many potato shards sticking out of the bowl it looks like an unholy creation of the unhealthiest cereal ever made… and sometimes when no one is looking, inebriated and alone, I’ll take a spoon and eat it. I just need a chip that can withstand the simple act of dipping.
Ruffles Ultimate has provided the solution to that very problem. However, there is a slight catch because these are only for men. For those of you who drink Dr Pepper Ten, you now have something to eat while watching bum fight videos.
Now if a chip specifically made for the male gender sounds very stupid, it is. I’m not really sure what distinguishes these from the asexual kinds except for the vapid “bro-speak” that adorns the bag. The variety I bought is not just Jalapeño Ranch, they are also graced with “kickin'”.
Too cool for the letter “G” and apparently much too cool for women, hermaphrodites and anyone who isn’t man enough to eat these. Besides, sissies, these ain’t just Ruffles…these are Ruffles Ultimate (rolls eyes). I mean these are so manly that Maxim magazine, home of the ubiquitous 100 top hottest whatever lists, threw a party heralding the second coming of Christ in chip form.
If I sound jaded, I am, because it gets worse. Basically, we have potato chips for the Axe fragrance crowd.
There is a nice earthy musk that greets you when you open the bag. The chips are thicker and “tougher” like kettle chips on steroids. The ridges of the chips are comical as they look exaggerated and the grooves are deep, like miniature fjords. In fact, they appear like the way comic strip artists draw a ridged potato chip. The package even says in fake chalk writing, “Hardercore Ridges for Hardcore Dips.”
Hardercore? Yes, Frito-Lay not only introduced us to potato chips for a man but they gave us a new word as well. I can only wait for the inevitably Hardestcore snack that someone will manufacture to top it. Maybe it will be aimed at jacked up he-men with two penises (one for doing it and the other so he can take a leak while doing it because he is 110 percent man, yo! ONE HUNDRED TEN PERCENT!!).
Frito-Lay must think men are idiots because right on the bag is an arrow pointing to a jar of their hardcore dips like Ruffles Ultimate Smokehouse Bacon. “Oh, is that what they mean by dip??? I thought they meant the handicapped kid I picked on because I’m a real macho man!” (Note: If you do pick on people with handicaps, there is a special place in hell for you.)
There is also a Beef N’ Cheddar Ruffles Ultimate dip, and you know that’s definitely for a man because it’s “N”, not the wussy proper spelling “and.” Maybe I should change my name to “J’ff” because only wimps need that dopey “e.” All this aggro speak makes me want to smash stuff and urinate on something to mark my territory.
I mean, do you expect anything less? They have the gall to call these Ruffles the ULTIMATE version. The only ultimate thing these have accomplished is a huge failure. Sure they can withstand the dip. I’m pretty sure you can dip these in ice cream and they won’t break…but the taste is damn awful. The chips immediately have a grassy cucumber flavor which is revolting. I like a Pimm’s cup or a floral gin and cucumber cocktail every so often, but in a chip? It is disgusting.
Even though the oversized flecks of green are supposed to resemble its hardercore ranch, it has a faint ranch taste. The heat of the jalapeño is even more timid and flaccid. Seriously, people who like hot peppers treat jalapeño like candy. Granted, I am one of those people, but even for the ordinary consumer, the pepper should have way more fire. Disliking this chip is an understatement…I loathe it.
Is there anything positive? A few things come to mind. Now the weak heat lingers like a whining baby and the chip is not greasy which is surprising considering the hardercore thickness of these. Logically, these chips will not break on your average onion/ranch/southwestern chipotle cream blackbean bacon dip unless it is made of cement mix.
I must admit that I am getting damned tired of this new trend of food products aimed at men because it’s just dumb. I haven’t tried the other varieties of this Ultimate Hardercore chip, but I will be avoiding these chips like the way I avoid Diane Keaton movies.
(Nutrition Facts – 1 ounce/about 10 chips – 160 calories, 90 calories from fat, 10 grams of fat, 1.5 grams of saturated fat, 0 grams of trans fat, 0 milligrams of cholesterol, 170 milligrams of sodium, 310 milligrams of potassium, 15 grams of carbohydrates, 1 gram of dietary fiber, 1 gram of sugars, and 2 grams of protein)
Item: Ruffles Ultimate Kickin’ Jalapeño Ranch
Size: 8.0 ounce bag
Rating: 3 out of 10
Pros: It will stand up to dips and not break. It is not greasy. It will complete your image of a studly man’s man who is secretly insecure. Changing my name to J’ff. The idea of what one can do with two dingalings instead of one.
Cons: Grassy flavor. Flaccid heat. Food products made for men, Geeze give it up already. Bro speak. The only thing Ultimate is the failure these chips are. The word memaw…it’s not endearing, it’s sad. And those damned Precious Moment figurines which are really vessels to the Devil himself.