Ruffles have rrridges. Look at you. Looking at the back of the bag. High five! Just like cheering for your favorite team these chips have ups & down we call them ridges. And the lows are just as delicious as the highs. Because when you have ridges, the crunches are crunchier. The dipping strength multiplies, and your chips become Ruffles. ruffles.com. fritolay.com. SmartLabel: Scan for more food information or call 1-800-352-4477. Can't get enough ridges? Go to Ruffles.com. Questions or comments? 1-800-352-4477. Mon-Fri 9:00am to 4:30pm CT/email or chat at fritolay.com.