Why Do Different Countries Get Different Flavors of Chips?

You have probably gone abroad and wandered into some grocery stores, it has even become a trend, and you will have been surprised by something unusual in our latitudes: the multitude of different flavors of chips compared to our shops. In recent years, more unusual flavors of crisps have appeared in American supermarkets compared to the traditional ones, such as lime and pink pepper, salt and vinegar or porchetta. In other countries, however, the flavors are even more varied: in Thailand, for example, crab meat and lasagna flavored crisps are very popular, while in South Korea you can find particular flavors such as mayonnaise and cheese. Chips that vary from country to country are a reality with a deeper matrix than we imagine. It is the (somewhat sneaky?) way that manufacturing companies have to induce us to buy more.

"How Do You Reduce a National Dish to Powder? The Strange and Secret World of Crunchy Flavors"

The above title is the name that the Guardian gave to its investigation, written by journalist Amelia Tait, which explores the reasons why chips tastes vary so much from country to country. In the article, Tait interviewed industry experts, including scientists, marketing experts and tasters, to understand the complex process that leads to the selection and production of new flavors. It is a process that requires taste analysis, market research, involves anthropology and even a bit of intuition.

In the U.S., there are relatively boring potato chips available, according to a lot of customers: in addition to the classic ones, the most popular are paprika, chili, tomato and barbecue flavors. In other countries, the variety is greater and, above all, includes much stranger flavors than those we are used to associating with potato chips: in Canada, for example, there are poutine -flavored potato chips, a typical Quebec dish consisting of French fries, cheese curds and gravy, while in the United Kingdom the most popular flavors are cheese and onion (together).

In Japan they are sushi flavored, in Ireland they are clover and sour cream flavored (it seems like a joke on stereotypes), in Kosovo they are lemon and sesame. Have you noticed anything? Exactly, they are all very popular flavors in traditional dishes of the reference nation.

Much of the credit for these marketing gimmicks goes to England: the heart of the UK crisps industry is in Leicester, where Walkers, part of the Frito-Lay group (controlled by PepsiCo), produces five million packets of crisps a day. Emma Wood, global director of flavors and seasonings at PepsiCo, explains that their job is to understand what consumers are looking for, testing and refining new flavors. One of Walkers' most popular flavors, Thai Sweet Chili, was born out of an observation of the growth of Thai restaurants in the UK.

PepsiCo uses software that analyzes online restaurant menus to identify the most popular ingredients in specific regions. This data helps Wood and his team develop local flavors, such as masala Doritos, which were introduced to India after years of research. Pringles also uses data: in addition to observing trends on social media, the company uses a Tinder-like app to allow Asian consumers to choose the flavors they like. This level of engagement is much higher and encourages users to remain loyal to the company because it makes them feel part of the decision-making process. In addition, artificial intelligence is used to identify future trends and this tool has been used for many years, now it is only implemented on systems.

Lucia Sudjalim, head of Pringles Asia and other regions, explains that observing consumer reactions in Japan during testing is key, as body language can reveal more than words. Julie Merzougui, a flavor development expert at Pringles, notes that sweetness in chips is accepted in Asia but is still not in demand in Europe. Spicy flavors, while popular in Mexico, are also less popular elsewhere, with significant differences between regions.

The choice of the product name is another determining factor: for example, the “Patatje Joppie” in Holland (chips with a curry and mayonnaise sauce flavor) recall an element of the local culture that made the product a success. Seasoning houses, companies that produce and supply seasonings to the main brands of chips, also play an important role. These companies tend not to reveal the details of their recipes to maintain the exclusivity of their formulas but they do very in-depth studies to create molecules that recall the flavor of pizza for example. No, we know we're disappointing you but in pizza chips there is no crumbled pizza in the tubers.

The potato chip industry closely monitors cultural and social trends, trying to anticipate local market demands. For example, China loves experimental flavors like rose petal and beer, while in South Korea, cola, butter and yogurt flavors attract a lot of interest. However, not all flavor ideas find their way onto the shelves: Pringles flavored like “scotch egg” were not released due to poor sales forecasts, and other flavor ideas are not feasible for practical reasons, such as the seasoning being too powdery.

Globalization has led to an increase in cultural influences in the flavors of chips, and millennials, who have grown up with exposure to foods from all over the world, are more open to experimentation than previous generations. However, each market has its own preferences, and companies continue to invest in research and development to offer products that surprise and satisfy palates around the world.

All this depends on reasons that have to do above all with culture, with changes in society and, more simply, with shrewd marketing strategies. Leaving aside all the "technological devilry" and "marketing gurus", the primary, primordial and instinctive reason that pushes us consumers to choose certain types of crisps lies in our DNA.

The flavors of potato chips reflect the culinary and cultural preferences of each country. Some flavors are appreciated in specific regions due to local influences: for example, crab meat chips in Thailand and Vietnam reflect the consumption of seafood in those areas, while in Germany the paprika flavor is widespread, linked to the use of this spice in local cuisine and in Eastern European traditions. It is no coincidence that the flavors of Italian potato chips are simpler and that the most sold potato chips are "classic" and, therefore, fried potato flavored. When an Italian buys potato chips in a bag, in most cases, he only wants potato chips in a bag.