thanks to the magic of popping, we found a way to pop all the flavor in, while keeping fake stuff and at least half the fat of fried flavored chips out. we don't fry it (unhealthy). we don't bake it (undelicious). we take the finest naturally delicious ingredients, add a little heat and pressure, and pop! it's a chip. the only thing added is a flavorful blend of seasonings, for a snack so delicious and crispy, you won't even notice it's (we hesitate to say) healthier.