July 2023

Lay's Max Xtra Crunch "Double Cheeseburger"


This is another case of a snack that offers one thing, but gives you another. I feel like what they’re offering is way out of the possibility of giving you a chip that tastes like a full on double cheeseburger, even though what they give you is a fine potato chip. What you get is a basic cheese flavoured chip with a hint of smokiness. The cheese is most definitely the dominant flavour, but the smokiness is there as well. I would almost describe these chips as being a smoky cheddar rather than a cheeseburger.

The problem is that the package describes these chips as being a double cheeseburger, and has pictures of a fully loaded double cheeseburger with onions, pickles, lettuce and tomato. The first difficulty is how do you represent a “double” cheeseburger, as opposed to a regular cheeseburger. My assumption is that you don’t, but you use the idea of a double cheeseburger to make your chips appear more extreme. With the word “max” on the front of the bag, I assume that’s what they’re trying to do, I’ll give them this and say that the double part of double cheeseburger is just a marketing tool.

As for the other flavours of a cheeseburger, that’s where I feel like you could actually make something unique. I’ve had potato chips that are dill pickle, onion, and tomato flavoured. I can’t say that I’ve ever had lettuce flavoured chips, but maybe it’s possible. The thing is, why not either add a few of those flavours into the mix, or even more boldly, add separate potato chips with these flavours into the mix. I’ve seen a potato chips with more than one flavour of chips in a bag, and amazingly it actually works more often than you would think. With a few more flavours you could have a bag of potato chips that actually represent the elements of a cheeseburger, make those flavours bold and I’ll even give you double cheeseburger.

This is also the first Max Xtra Crunch Lay’s potato chip that I’ve ever tried, and I actually like it. The cut does give it a unique crunch. I feel like the ridges don’t really add much flavour, but they do make it a little different. I’m interested enough after eating these that I might try another Max Xtra Crunch potato chip in the future.