You know what, dear TIB readers? I’m angry. I’m angry because I’ve been sitting here for a good half hour now, staring at the awful blinking cursor on a blank document. The dreaded Writer’s Block.

I’m not really angry at my Writer’s Block, however. I’m angry at food. Okay, that’s not fair; I love food, and it’s not food’s fault. It’s the fault of food company’s marketing team, or maybe their R&D departments. I don’t really care who; I’m just angry at all of them. Angry that they’re making my intro to this review about Lay’s Chipotle Ranch Potato Chips so fucking difficult. Here’s some opening themes that I’ve already written but discarded as totally lame:

Regional-flavored potato chips are stereotyping whole regions of the US with their flavors!

Fake angry letter to Lay’s about said stereotypical chips!

Chipotle is the latest food trend and it’s totally been beaten into the ground!

I think the third one is actually the crux of my problem. Chipotle has been overused. What’s left to say? I typically write my review intros before I even taste the product; I like to explore and mock marketing angles and make wild speculations about how awful or tasty the product is going to be based on little to no actual facts. I’ve had enough chipotle-flavored products to see exactly where my review is going:

“These chips have some heat but where’s the smoky flavor that really sets chipotle apart from just generic spiciness?”

Boom. Done. Didn’t even have to open the bag. You’re welcome.

I’d like to be a glass half-full kinda gal, but I’ve been burned, as it were, by so many disappointing chipotle products that I just can’t get excited about these chips. I’ve been turned into a dour food reviewer. My jokes are dried up and played out. I’m even getting angry at spellcheck for refusing to recognize chipotle as a correctly spelled word. I am “The Grim Eater” from Ratatouille. My stomach, two sizes too small.

But I feel an obligation to the readership of this fine, upstanding website to tell you about Lay’s Chipotle Ranch. They’re only available in the southwest region of the United States, so the majority of you will never get to try them. I must cast off this chipotle albatross and march forward!

Let’s start with the regional angle: way back in March of last year, Lay’s introduced their first round of regional flavors. In what was only my second review on TIB, I took a look at their first southwest regional offering, Southwest Cheese & Chiles. There were four other regional flavors, and they mostly seemed to make sense in regards to representing the flavors of their regions.

This time around, along with the southwest’s Chipotle Ranch, they’ve also launched Honey Mustard for the northeast (“tangy mustard combined with a touch of sweet honey”) and Creamy Garden Ranch for the Midwest (“sour cream mixed with spices and fresh cucumbers for the flavor of herb ranch dressing”).

I’m not exactly sure how the other two flavors relate to their regions. Hey New York, are you totally in love with honey mustard? I thought you guys went the spicy brown route. Midwest, you really into ranch dressing? Well, Michigan and South Dakota are tied for tenth fattest state, so maybe they’ve got something there; plus, cucumber chips sound interesting. However, I suppose chipotle makes sense for the southwest. People generally think of chiles and spicy food when they think of southwestern cuisine, and, again, chipotle is the hot flavor of the moment.

Lay’s description of Chipotle Ranch is “sour cream and buttermilk ranch mixed with chipotle spice and green chili”. Not sure what ranch has to do with the southwest. I guess they’re going for that “spicy/cooling” angle, but really, there’s no point in that. They would have been fine with just chipotle and green chili. But hey, there are a lot of ranches in the southwest! That explains everything.

After all this bitching and moaning and generally being a curmudgeon, it’s time to take off my crankypants, put on my ObjectiveReviewerpants, and get down to business.

Upon opening the bag, there was a distinct lack of any sort of odor, which I found odd. Usually some sort of aroma hits my nostrils when I tear open a bag of chips, but there wasn’t much to go on with these. The chips themselves are covered with a medium amount of flavor powder, appropriately orangish-red with little flecks of green that could represent either the green chili or the ranch. Or both!

The first thing that hit my taste buds was the heat. It was surprisingly mild, but enjoyable. And, of course, try as I might, chip after chip, that signature smoky flavor of chipotle was absent. My mouth wept. Not literally, though; I try to stay off the Thorazine while I’m doing a review.

As I kept eating, the heat built gradually but nicely. The ranch flavoring, which I didn’t think I would like, worked well with the spice. It made its presence known, but wasn’t overwhelming. I could even taste hints of the sour cream, which I thought would be nonexistent. It complimented both the ranch and the…”chipotle” quite nicely. As for the green chili, I couldn’t distinguish it from the chipotle. The spiciness was too generalized; Lay’s could have just called the chips “Spicy Ranch” and I would have nodded my head in agreement. There’s an interesting aftertaste that I would describe as “herby”. I actually liked it, but I couldn’t put my finger on exactly what it was.

My pessimistic view towards all things claiming to be chipotle-flavored remains, but I’m gracious enough to put down the bitter pill and say that Lay’s Chipotle Ranch is a tasty chip. The heat level builds nicely and stops just short of being too hot, and the ranch and sour cream both work well with it. Real chipotle flavoring is my Moby Dick, but I can’t blame Lay’s any more than anyone else. Looking on the bright side, hey – at least my region got a new flavor! Suck it, Northwestern US! (Still want to try cucumber-flavored chips.)

(Nutrition Facts – 1 package – 290 calories, 160 calories from fat, 18 grams of total fat, 2 grams of saturated fat, 0 grams of trans fat, 4.5 grams of polyunsaturated fat, 9 grams of monounsaturated fat, 0 milligrams of cholesterol, 320 milligrams of sodium, 640 milligrams of potassium, 28 grams of total carbohydrates, 2 grams of dietary fiber, 2 grams of sugars, 4 grams of protein, 6% vitamin A, 2% calcium, 15% vitamin C, 6% iron, 10% vitamin E, 10% niacin, 8% thiamin, and 15% vitamin B6.)

Item: Lay’s Chipotle Ranch Potato Chips
Price: 99 cents
Size: 1 7/8 ounces
Purchased at: Circle K
Rating: 7 out of 10
Pros: Gradual build of heat level. “The Grim Eater”. Ranch and sour cream were just right. The term “chipotle albatross”. Interesting herby aftertaste.
Cons: NO CHIPOTLE FLAVORING. Spellcheck being a dick. NO CHIPOTLE FLAVORING. Getting’ the “Thorazine drools”. NO CHIPOTLE FLAVORING.

In recent years it’s as if Lay’s has decided test marketing is entirely too passé for them. Apparently, all the cool kids are now releasing regionally-specific products and quietly incorporating the best loved flavors into the national lineup over time. Besides, test marketing sounds so… iffy. It’s the difference between “Hey, try this… thing!” and “I made this just for you!”

Luckily, this practice has not yet been applied to their Kettle Cooked line. Both new flavors managed to make their way to my obscure, out-of-the-way location way out in the middle of everywhere. And thank God, because the Sandy Egg keeps getting lumped in with the general Southwest and receiving an annual truckload of rebranded nacho cheese chips. Really, Lay’s? Really? You had me at chile limón.

Please stop barraging me with malformed clones and crappy imitations. I will try them once, foist the remnants on unsuspecting party guests, and never ever touch this season’s abomination again, and you know this.

What’s that? One of the new Kettle Cooked flavors is Spicy Cayenne & Cheese (heretofore known as SCC)? Great. Thanks.

I choose to approach this bag still hoping for the best. Lay’s has trained me to automatically delight in Easy Mac powder and dried jalapenos delivered in bold new ratios. My expectations are low; my palate bored stupid.

Kettle cooked chips always feel more refined, somehow, than their counterparts. I don’t know why this is – they’re greasier, fatter, and far more prone to little oil bubbles. If they were people, I’d probably quietly avoid them. In chip form, though, they might as well come with little monocles and bow ties stamped on. They are the nouveau riche of chip empire, loyal to their potato roots, a little trashy, totally inept at blending in with the classics, but irresistible when dolled up in just the right bag. The rest of the snack aisle must hate them.

The newest additions to this Beverly Hillbillies-esque clan are Creamy Mediterranean Herb (CMH) and the aforementioned nacho cheese retread. Both are made with white cheddar and bonus goodies. CMH gets the buttermilk treatment, as well as oregano, basil, and sun-dried tomatoes. SCC comes complete with a bit of a cayenne, but fewer overall frills.

Let’s dig in.

We might have a small problem on our hands, but don’t panic. Just answer me this: have any of you seen Cool Ranch or Nacho Cheese Doritos around lately? Because I think I just found their flavorings scattered about in the wrong bags, red and green spicy flecks strewn this way and that, cheese powder spilling onto my jeans. Oh the humanity! While mildly horrified at this gruesome turn of events, being something of a psychopath myself, I do have to admit that the Kettle Cooked line of chips seem to wear their stolen coatings well.

The pre-dipped sour creaminess of CMH is quickly growing on me. The basil flavor is balcony-garden fresh and prominent in every bite. The buttermilk also manages to shine through, adding some ranchiness to the mix. The sun-dried tomato flecks, however? Purely aesthetic. CMH manages to toe the line between refreshing and dense. I find myself going back for a handful now and then, but this definitely isn’t one of the “oh no – oh dear god no – HOW IS THE BAG ALREADY EMPTY?” kind of flavors. I’m used to seeing this combination more in cracker form where backdrops of baked wheat and oats work in tandem with the creaminess to keep things from getting sickeningly heavy. It works here for awhile, but at a certain point, I hit a wall.

SCC tastes vaguely similar to cheesy Sun Chips at first bite. The cayenne delivers a nice kick without sending me rushing for a glass of water. I’m powerless to say no to zesty cheese even after one hundred previous incarnations of varying quality have assailed my senses. These taste much lighter than their creamy herb buddies and many of the other Kettle Cooked varieties. The cheese hasn’t been overdone this time, and I think that’s the difference. It’s there, but it’s quiet, and it’s distinctly white cheddary, rather than whatever it is Kraft keeps cranking out. The nondescript “cheese” label does these guys a huge disservice. I might actually buy these again, provided I forget to eat before heading to the store.

All in all, a good showing from Lay’s. Both flavors make for interesting and tasty additions to the picnic table this summer, especially if your region lacks chile limón goodness. However, I do not recommend combining the two flavors and calling it a complete meal. That was a mistake.

(Nutrition Facts – 1 ounce/16 chips – Creamy Mediterranean Herb – 150 calories, 80 calories from fat, 9 grams of fat, 1 grams of saturated fat, 0 grams of trans fat, 2 grams polyunsaturated fat, 4 grams monounsaturated fat, 0 milligrams of cholesterol, 140 milligrams of sodium, 360 milligrams of potassium, 16 grams of carbohydrates, 1 gram of fiber, 1 gram of sugar, and 2 grams of protein. Spicy Cayenne and Cheese – 150 calories, 80 calories from fat, 9 grams of fat, 1 grams of saturated fat, 0 grams of trans fat, 2 grams polyunsaturated fat, 4 grams monounsaturated fat, 0 milligrams of cholesterol, 140 milligrams of sodium, 350 milligrams of potassium, 16 grams of carbohydrates, 1 gram of fiber, 1 gram of sugar, and 2 grams of protein.)

Item: Lay’s Kettle Cooked Potato Chips (Spicy Cayenne & Cheese and Creamy Mediterranean Herb)
Price: $1.99 on sale (regularly $3.49)
Size: 8.5 ounces
Purchased at: Albertson’s
Rating: 7 out of 10 (Spicy Cayenne & Cheese)
Rating: 6 out of 10 (Creamy Mediterranean Herb)
Pros: Tiny monocles. Basil explosions in my mouth. The light kick of cayenne. The subtlety of white cheddar. Chips made just for me. Chile limón. Picnics. The convenience of hungry party guests.
Cons: May or may not have murdered some Doritos for their flavors. More nacho cheese stereotyping for the Southwest. Creamy Mediterranean herb gets kind of dense and overwhelming after a few handfuls. Kettle cooked chips greasy, fat, and alienated from the cool kids. Spicy cayenne and cheese must compete with all the other clones for my attention.

Thyme is an herb that adds flavor to the Lay’s Balsamic Sweet Onion Potato Chips and is loved by people who know how to cook and use cookbooks, which I personally know nothing about, since most of the food I consume comes from either drive-thru windows, is heated up in a microwave or is purchased from under a heating lamp at a convenience store.

Also, the combination of thyme and the Food Network makes for a decent drinking game. Go and get yourself a bottle of tequila, plop yourself in front of the television at nine in the morning and every time a Food Network personality says “thyme” you take a shot of tequila.

For some of you, drinking in the morning may seem weird, so to overcome that uncomfortableness just imagine you’re in an episode of Mad Men. By noon, you’ll be drunk enough that you’ll want to fight your television every time Bobby Flay or Guy Fieri appears on it. By two in the afternoon, you’ll think Paula Deen is frickin’ sexy and rub sticks of butter around your nipples. And by four in the afternoon, you’ll thankfully be passed out during Rachael Ray’s 30 Minute Meals.

When I first tried the Lay’s Balsamic Sweet Onion Potato Chips, I thought they tasted earthy, like I dragged my tongue across a forest floor. While I thought they were a bit odd tasting at first, I slowly began to enjoy their herby, sweet onion flavor as I ate more of them and at times I swear the chip’s flavor reminded me of a Totino’s Pepperoni Party Pizza. But with that initial flavor, I can easily understand why someone might not enjoy these chips.

While not everyone will like the Lay’s Balsamic Sweet Onion Potato Chips, I have to give credit to Lay’s for having the brass potatoes to develop a snack that probably won’t have mass appeal. I’d expect a company like Kettle Foods to come up with a flavor like this, but not a big snack conglomerate like Lay’s. Although, if the Food Network/thyme drinking game turned into the Food Network/thyme bong hit game, the Lay’s Balsamic Sweet Onion Potato Chips may just sell out.

(Nutrition Facts – 1 ounce – 160 calories, 10 grams of fat, 1 gram of saturated fat, 0 grams of trans fat, 4.5 grams of polyunsaturated fat, 4.5 grams of monounsaturated fat, 0 milligrams of cholesterol, 160 milligrams of sodium, 115 milligrams of potassium, 16 grams of carbohydrates, 1 gram of fiber, 2 grams of sugar, 2 grams of protein, 2% calcium, 10% vitamin C and 4% iron.)

Item: Lay’s Balsamic Sweet Onion Potato Chips
Price: $2.99 (on sale)
Size: 10.5 ounces
Purchased at: Safeway
Rating: 7 out of 10
Pros: Unusual, but enjoyable herby, sweet onion flavor. At times the chips remind me of a Totino’s Pepperoni Party Pizza. Contains polyunsaturated and monounsaturated fat. Being passed out during Rachael Ray’s 30 Minute Meals. Rubbing sticks of butter around your nipples.
Cons: Not everyone will like it. Initial taste was like I dragged my tongue across a forest floor. My diet. 4 grams of trans fat in a serving of Totino’s Pepperoni Party Pizza. Being drunk enough that you want to fight your television.

Lay’s has recently introduced a new line of chips, marketing them as “regional flavors.” There are five different regional flavors, and one flavor that’s being introduced nationwide, which is Tangy Carolina BBQ. What’s up with that, Lay’s? Really, you’re going to pick Carolina to be your national representative? And you don’t even specify which Carolina? I would go with South, but only because Stephen Colbert is from South Carolina, and Stephen Colbert can pretty much get anybody to do anything he wants. He has his own treadmill on the International Space Station, for Christ’s sake.

Carolina conundrums aside, here are the five regional flavors:

Northeastern US: Pepper Relish – “Available in New York, Northeast and Mid-Atlantic States”

Midwestern US: Garden Tomato & Basil – “Available in the Heartland, the Mid American and Midwest States”

Northwestern US: Balsamic Sweet Onion – “Available in Alaska, the Pacific Northwest and Northern California”

Southwestern US: Southwest Cheese & Chiles – “Available in Texas, Southern California and the Mountain States”

Southeastern US: Cajun Herb & Spice – “Available in the Carolinas, the Southeast and Central Gulf States, and Florida”

Oh, so the Carolinas get two chip flavors, now? I smell a Carolinan plant in the Lay’s flavor lab. No, wait, I see it now – Stephen Colbert heard about Lay’s regional flavors and placed a quick phone call. Boom! Two Carolina flavors. Somebody needs to keep that man in check.

I have to say, though, all six flavors sound downright delicious. Potentially. I think we’re all aware of how easily chip flavors can go horribly wrong. I’m just thankful they kept the flavors pretty reasonable, instead of flying off the handle with flavors like hamburger, or hot dog. Or pizza. Or, God help us, Garbage Plate.

Unfortunately, I’ll never get to experience most of these flavors. While I find this marketing strategy cute, it does have the negative side effect of limiting Frito-Lay’s markets, and vaguely pissing me off in the process. Also, you could twist the “regional favorites” idea into “stereotypes about what certain people around the country like to eat.” Gulf States, you’re nothing but a Cajun-style blackened catfish to Lay’s.

And I, hailing from the unfortunate state of Arizona, arguably a Mountain State, am nothing but cheese and chiles. I think that loosely translates into “Mexican.” Where’s the Arizona shout out? Texas and SoCal, but not Arizona? I’m offended. C’mon, Lay’s; face it, when you think “southwest”, you think deserts, cacti, and Kokopelli. If that’s not Arizona, or at least, other people’s perception of it, then what is?

But hey, I’ll be honest – Arizona has a large Mexican population, and therefore, a lot of Mexican restaurants, which means lots of cheese, and lots of chiles. I am perfectly okay with this, since Mexican is my favorite kind of food, and you don’t have to look far to find an authentic Mexican food experience, aka the taquería. I can sit smugly in my small, dingy, non-air-conditioned local Mexican joint, confident that most of the rest of the country are chowing down on Chalupas, imagining that they are eating Mexican food. You are not. You fail.

The back of the bag features a recipe for…Southwest Cheese & Chiles Dip. That’s so meta. I’m not sure if this implies that you should dip your Lay’s Southwest Cheese & Chiles into your Southwest Cheese and Chiles Dip, but I have to say, that recipe actually sounds delicious. I might actually make it someday soon. Wait, the bag only contains the ingredients, not the recipe itself. I’m assuming the recipe is “mix everything together,” but now my confidence is shaken, because it says I have to go to Lays.com to see how to do it. So I did that. And I couldn’t find the recipe anywhere. I couldn’t even find a recipe section. I did a website search for it, and again came up empty-handed. “Did you mean sw cheese & chives dip?” NO. NO I DID NOT. If any of you readers out there can actually find the recipe, feel free to post the URL in the comments section. For now, I’m stumped.

So I guess I’ll never get to know if I’m a tool for taking cooking advice from the back of a bag of chips. I suppose that’s for the best. But hey, we’re not here for the dip, we’re here for the chips! Will they embody everything the southwest region stands for, which, apparently, is cheese and chiles?

I have to say, I actually made that semi-surprised “Mmmm!” sound out loud when I popped the first chip in my mouth. Which is even weirder than it sounds when you realize that I’m alone in my apartment with my two cats. Actually, I guess that’s better than someone hearing it, because really, who does that? Me, I guess.

What I’m trying to say here is that, while it’s kind of hard to go wrong with spicy cheese chips, these are some of the better ones I’ve had. The cheese is the exact same flavor as can be found in Lay’s Cheddar and Sour Cream. I’d fall over from shock if you told me that powder didn’t come from the same vat. Or whatever they keep their flavor powders in.

The chiles part of this equation is much milder than I expected it to be. Honestly, there’s almost no heat at all, which you might find disappointing, but then you hit one that gives you a little burst of unmistakeable chile flavor. It’s not just “generic spicy,” it’s chile. I’m going to say poblanos, even though they aren’t listed as an ingredient. The chips are perfectly in line with the mild heat of that pepper, too. Somehow, they made that poblano flavor happen, and, while subtle, it’s delicious.

I have to hand it to Lay’s – all stereotyping aside, I think they did a fine job of capturing the taste of the southwest. Of course, I can only speak for my home state, but they sure nailed the flavor of Arizona. Sure, cheese flavor, anyone can do that. It’s cheese. But when that chile flavor hits, I feel like I’m standing in the parking lot of my local Mexican grocery store, where they have a big 55-gallon-drum grill set up near the entrance, roasting big batches of poblano peppers. Now I sound like I’m writing a commercial for Lay’s. Damn you, Lay’s Southwest Cheese and Chiles!

As a side note, for those of you concerned with things like “health” and “not ingesting so many preservatives that your body embalms itself,” it might interest you to know that all the regional Lay’s are made with “all natural potatoes and seasonings.” Your days of yearning for a chip that isn’t made with Styrofoam potatoes is over. Raise your hands to the gods in thanks.

I may never get a chance to taste all the other regional flavors, but I give Lay’s Southwest Cheese & Chiles a thumbs up both for flavor and accomplishing their marketing goal, which was to capture the flavor of a distinct and unique region of the United States. For those of you living in the other 40.5 states, you can get creative and try to find this flavor on eBay or something, or you could try out your own regional flavor and see how it stacks up. Hopefully, you’ll be as satisfied as I am.

(Nutrition Facts – 1 package — 290 calories, 170 calories from fat, 18 grams of total fat, 2.5 grams of saturated fat, 0 grams of trans fat, 8 grams of polyunsaturated fat, 8 grams of monounsaturated fat, 0 milligrams of cholesterol, 370 milligrams of sodium, 800 milligrams of potassium, 29 grams of total carbohydrates, 2 grams of dietary fiber, 3 grams of sugars, 4 grams of protein, 6% vitamin A, 2% calcium, 20 % vitamin C and 6% iron.)

Item: Lay’s Southwest Cheese & Chiles Potato Chips

Price: 99 cents

Size: 1 7/8 ounces

Purchased at: Circle K

Rating: 8 out of 10

Pros: Captures the flavors of the region. The smell of roasting poblano peppers. All-natural ingredients. Tastes like chiles, not just “spicy.” Taquerías. Yummy cheddar flavor, even if it was stolen from another Lay’s product.

Cons: May disappoint some in the spicy heat department. The Carolinas get two flavors. Only available in 9.5 states. Mysteriously absent dip recipes. Stephen Colbert eventually ruling the world.