2x The Crunch (Compared to Ruffles original potato chips). See back panel for details. Ruffles have ridges! Deep-cut ruffles ridges. Kettle-cooked to crispy, crunchy perfection and the flavor of bold, creamy cheddar with a zesty kick. NBA: Official chip of NBA. The NBA identifications are the intellectual property of NBA Properties, Inc. Guarantee fresh until printed date or this snack's on us. fritolay.com. ruffles.com. Facebook: facebook.com/ruffles. Twitter (at)ruffles. Questions or Comments? 1-800-352-4477, Mon-Fri 9:00am to 4:30pm CT / email or chat at fritolay.com.