Supermarket Own-Brand Crisps: A Fair Assessment

Why Own-Brand Crisps Deserve a Fair Hearing

Supermarket own-label crisps have long lived in the shadow of the big branded packets, yet the gap is narrower than many shoppers assume. The same UK factories that fry, slice and season for household names often run own-label lines on the same equipment, sometimes on the same day. What changes is the specification: oil blend, slice thickness, seasoning load and the weight in the bag. Judging them fairly means ignoring the logo and looking at what is actually in your hand. This is not about crowning a winner. It is about knowing what you are buying, whether you want a 25g lunchbox bag or a 150g sharing pack, and whether the price per 100g makes sense for the crunch and flavour on offer.

Texture: The Crunch Test That Matters Most

Texture is where own-label crisps separate themselves. The value tier tends to slice thinner, often around 1.2mm to 1.4mm, which gives a lighter, quicker shatter but can turn greasy and soft if the oil is not hot enough. Standard own-label sits in the middle, usually 1.4mm to 1.6mm, with a clean bite and a decent chew before it gives way. Premium and hand-cooked lines go thicker, sometimes 1.8mm or more, with visible skin and a denser, more assertive crunch. Look for bags where the crisps rattle rather than thud. A dull sound suggests stale oil or a poor seal. In multipacks, the smaller bags often hold their texture better than a large sharing bag that has been opened and left. If you plan to eat over several days, decant into an airtight tin; the crunch will survive far longer.

Seasoning: Salt, Tang and Balance

Seasoning is the second pillar. A good own-label crisp should taste of potato first, with the flavouring as a companion rather than a mask. Cheese and onion is the great leveller: the best versions use a savoury, slightly tangy powder that clings evenly, while the weakest taste of raw onion powder and little else. Salt and vinegar lives or dies on acidity; too much citric or malic acid and it burns the tongue, too little and it is merely salty. Ready salted is the honest test, because there is nowhere to hide. Check the coating: a fine, even dusting is better than clumps that leave one crisp bland and the next overpowering. Value lines often under-season to save cost, while some premium bags overdo it. The sweet spot is a crisp you can eat three of without reaching for water.

Value: Price Against Weight and Flavour

Value is not simply the lowest price on the shelf. Work out the price per 100g and the picture changes. A 150g sharing bag at £1.50 is 1p per gram; a six-pack of 25g bags at £1.20 is 0.8p per gram, but you pay for the convenience and the extra packaging. Economy lines win on headline price, yet they often contain more broken crisps, more air and less seasoning, so you may eat more to feel satisfied. Standard own-label usually offers the best balance: consistent slice, reliable flavour, and a price that undercuts branded equivalents by a comfortable margin. Premium ranges cost more per gram, but the thicker cut and richer seasoning mean a smaller handful does the job. Also check the bag fill: a 150g bag that is half air is poor value even at a low price.

The Ranges Worth Knowing

• Economy or value tier: thin cut, lightly salted, plain flavours. Fine for dipping, sandwiches or crushing into a topping. Expect more broken pieces.
• Standard own-label: the everyday workhorse. Reliable texture, a broad flavour range, and the best price-per-gram compromise for most households.
• Premium or hand-cooked: thicker slices, skin-on options, sea salt and stronger seasonings. Fewer crisps per bag, but more flavour per crisp.
• Discounter own-label: often close to standard quality, though recipes can vary between batches. Worth trying flavour by flavour rather than assuming.

How to Taste Them Fairly at Home

If you want a proper comparison, keep it simple. Taste no more than four or five varieties in one sitting, and start with ready salted before moving to stronger flavours. Have water and a plain cracker between each sample to reset your palate. Note the aroma first, then the first bite, the mid-chew and the aftertaste. Ask yourself: is the potato flavour present? Is the seasoning even? Does the oil taste fresh or slightly stale? Check the best-before date, because crisps lose their crunch and their flavour oils turn faster than many people realise. Finally, judge each bag against what it is for. A 25g lunchbox crisp and a 150g sharing bag are not competing on the same terms. Once you separate texture, seasoning and value, own-brand crisps stop being a compromise and start being a sensible choice.