|Product type||Potato chips|
|Previous owners||Bernhardt Stahmer|
|Tagline||Ruffles have RRRidges.|
Ruffles (known as Lays Maxx or Lays Max in some countries and Walkers Max, Walkers Max Double Crunch or Walkers Max Strong for the UK and Ireland markets) is an American brand of crinkle-cut potato chips. The Frito Company acquired the rights to Ruffles brand potato chips in 1958 from its creator, Bernhardt Stahmer, who had adopted the trademark in 1948. Frito merged with H.W. Lay & Co. in 1961 to form Frito-Lay. The Ruffle name was used as Ruffles Lays when the product was introduced for the first time in India in 1995 to late 90s.
Ruffles are produced in a variety of flavors and presentations in addition to traditional potato chip flavors, although some of these variants are produced exclusively for regional markets. Existing varieties include: sour cream & onion, cheddar & sour cream, cheese, barbecue, salt & vinegar, cream cheese, and hot wings.
In Canada, a unique flavour of Ruffles known as All-Dressed is also the most popular flavour in the country. All-Dressed is a mix of ketchup, barbecue, and salt & vinegar flavours.
In Mexico, it has already been sold in the flavors of jamón, buffalo salsa, chile con queso, tomato salsa, bacon and lime. In Brazil, it has an exclusive flavor: onion and parsley, but it also has other limited flavors like yakisoba, stroganoff, honey mustard, pepperoni, feijoada, burritos, ribs, pizza and lime.
In 2013, a mascot was introduced in Brazil in the Ruffles commercials: a potato with pants and sunglasses called Batatito that at first appeared in commercials aimed at the adult audience. The character was also used in commercials throughout the rest of Latin America. Batatito's last appearance was in 2017 appearing in a commercial for the lime flavor appearing alongside the Pepsi Twist mascots, and also being the only time he appeared on the packaging.