2X the crunch (See back panel for details. Compared to Ruffles original potato chips). Ruffles have rrridges! Deep-cut ruffles ridges. Kettle-cooked to crispy, crunchy perfection. With the spicy, tangy flavor of classic hot wings. fritolay.com. SmartLabel: Scan for more food information or call 1-800-352-4477. Questions or comments? Weekdays 9:00am to 4:30pm CT 1-800-352-4477/email or chat at fritolay.com. NBA. Official Chip of the NBA.