In 1948 Bernhardt Stahmer unveiled a crinkle-cut potato chip design that would later become synonymous with the name he trademarked: Ruffles.

Ridges in the chip = more chip. Genius.

Fast-forward 73 years and 173 flavors later. (Ruffles has gone the way of every snack item this century, offering its wares in dozens of bizarre flavors of which young Mike O’Connell could only dream.)

Double crunch.

Seriously. Make the ridges taller. Like 100% taller.

Boom. Better potato chip.

My son and I visit one of our local groceries every Friday afternoon and survey strange and unusual food items, picking up one or two to sample, of course. Last week? Double crunch Ruffles, honey mustard style.

Whoa.

This is intense. This is what you want at your Memorial Day barbecue.

Heck, this is what you want for breakfast.

And another reason to keep on livin’!