Reputation can be extremely important. With food, reputations for transparency, taste, and production quality create preferences and brand loyalty. It is not a far stretch to suggest that nations can overall have reputations for certain flavours. While Canadians are known to be sweet, like maple syrup, we can also be distinct and noticeable, like our all-dressed chips that are slowly gaining international market foothold.
The exact source of this Canadian flavour delicacy is uncertain however, the pertaining theory is that the combination of ketchup, salt and vinegar, sour cream and onion, and barbeque – the perfect combination of sweet and savoury, familiar and exciting – was first released in Quebec by Yum Yum Chips in 1978. Canadians have always preferred vinegary flavours in our snack foods, compared to the cheddar preference coming from our southern neighbours. Yum Yum Chips was the first Canadian manufacturer of salt and vinegar chips in the 1960s while Hostess (now, Frito-Lay Canada) invented ketchup chips in the late 1970s; the absence of either flavour is not all-dressed. Even Old Dutch claims skin the game, suggesting the flavour would have neither the Canadian popularity nor the international interest without their formulation and marketing. However, it is Ruffles (also Frito-Lay) who asserts it is the familiarity of their brand and limited flavour releases that are opening international all-dressed market positions.
Given the connectedness between Quebec and all-dressed flavours, this chip profile has the opportunity to take advantage of what is seen as an “international flavour” and capitalizing on, for example, the growing interest in American markets now that Humpty Dumpty (owned by Old Dutch) manufactures all-dressed chips in Maine. The Canadian market is unlikely to be as large as seen with the United States processing power just like how American consumers are unlikely to outpace Canadians in all-dressed consumption. However, there is a long-standing history of chip production that makes a stronger Canadian potato chip sector a feasible future.
Canadian potato production and export are dominated by Alberta and Ontario and about 98% of our potatoes travel south to the United States. The processing destination of the potato depends heavily on the type, which varies by province. British Columbia produces almost entirely fresh or table potatoes, getting packed into five-pound bags to sit in the produce section of the grocery store; 81% of the potatoes coming out of Manitoba, however, are processing potatoes, which are softer and therefore must be transformed to improve shelf life. Potato chips, for example, are primarily made from chipping potatoes (a processing potato), which are longer, easier to cut, and high in starch (which gives cooked potatoes their fluffy inside). While most potatoes go through the cutting, crisping, and salting processes elsewhere, being returned to Canadian households in polyethylene bags attached to the brand names we love, there are at least thirteen major potato chip manufacturers operating in Canada.
In theory, there are enough potato chips floating around each year that every Canadian could consume over 5 kg of chips. While some brands, like Lay’s or Ruffles, are universally recognized for taste and quality, Canadians know that local options, like FRANK or Hardbite, are qualitatively similar while also accommodating the turn towards Buy Canadian. This is predicted to maintain the upward momentum of domestic potato chip revenues without necessitating an extreme increase in potato supply; there will be some volume increase as demand changes, but production efficiency is expected to keep growth sustainable. The external threats of insect pests, disease, and supply chain challenges necessitate potato innovations in breeding and processing if the market is to experience as little a disruption as possible.
Despite moving towards a healthier future, Canadians will always reach for their favourite potato chips. Our front-of-package labelling notifying Canadians of foods high in fat, sugar, or sodium, is simply opening the low-fat or baked chip segments of the market. When Canadian retailers stand up against companies asking for price increases on their products, it leaves room for small manufacturers to gain visibility. As all-dressed potato chips gain popularity, as more individuals become aware of or try all-dressed flavours, the more likely Canadian brands will excel. Who better to introduce the world to all-dressed than Canada? Playing into our cultural preferences for snack foods may not push all-dressed from the list of top Canadian chip flavours, but it certainly positions potato chip creators nicely between familiarity and experimental.
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