When it comes to potato chips, the British have typically enjoyed classic favorites like frazzles and skips. However, chefs, supermarket insiders, and social media buzz suggest that 2025 might just be the year of exciting new flavors.
Jay Redwich, a buyer for Waitrose, noted a significant rise in demand for unique and premium potato chip flavors. Recently, the supermarket became the exclusive British retailer for a trendy Spanish flavor: fried egg. This joins an intriguing lineup that includes black truffles, caviar, and even sparkling wine.
But the appeal of potato chips isn’t just in the snack aisles. Fashion brand Balenciaga recently showcased accessories with a chip theme, including a £1,450 shiny “Salt and Vinegar” leather pouch and a £625 “spicy chili” charm. Released initially in 2000 and now part of V&A’s collection, these items have grabbed attention. This week, Balenciaga launched a new campaign featuring soccer stars like Lionel Messi snacking on classic salted chips.
At social gatherings, traditional finger foods are shifting. Home cooks are making sophisticated canapés using popular snacks like Pringles topped with sour cream and caviar. Younger generations are opting for high-end treats like £26 Bonilla Sea Salted Potato Chips instead of typical drinks. Online, a viral recipe combines chocolate biscuits with a salty crunchy topping. Chef Alison Roman suggests pairing kettle-style potato chips with marinated ancho beans, while Spanish chef Ferran Adria creatively uses folded potato chips in whipped eggs for a quick tortilla española.
In trendy bars, nutty orange wine might be served alongside salted potato chips dressed with Serrano ham. Agora, a restaurant in London’s Borough Market, features homemade hot potato chips on its menu. Chef David Carter shared that he aimed for something indulgent for guests, frying agria potatoes in rapeseed oil and seasoning them with everything from garlic to kombucha. After experimenting with various flavors, he settled on what he calls “humble crunchy,” ensuring they hit the right notes of salty, spicy, and crunchy.
Meanwhile, at Tocras in Strand, head chef Chris Shaw explained that potato chips hold a special place in British hearts, invoking nostalgia for packed lunches and childhood holidays, albeit with a modern twist.
Torres, leading the luxury crisp market, offers its premium packet at £4.95 for 125g, while innovative flavors are cropping up everywhere. Marks & Spencer has launched a black truffle chip version for £3.75, and new kettle varieties include Sriracha Mayo and dill pickles (£2.40). Tyrells also offers unique flavors like roasted chicken and sage for £2.75. Additionally, niche snack sites are stocking small UK brands with items like smoked pheasant and wild mushroom crisps.
Natalie Whittle, author of “Crunch: Ode to Potato Chips,” observed that this trend reflects the broader challenges of living costs. She noted that chips can fit both high-end and budget-conscious preferences in supermarkets.
For many, potato chips provide a fun way to enjoy a bit of indulgence at home. Whittle mentioned her enjoyment of pairing fancy chips with wine, suggesting they break the routine of always cooking. It’s a refreshing change.
Yet, for some, the classics will always reign supreme. One enthusiast admitted to savoring the unique flavor of Torres Fried Egg chips but still holds a special fondness for the more traditional “monster munch” onion flavor.
