Hoeksche Chips, in collaboration with Wunderman Thompson, has solved a problem that the chip eaters worldwide met usually – crumbs at the bottom of chip packets.

With a simple twist, the bottom left of Hoeksche’s new Salt & Balsamic Vinegar chip packet can be removed, and the last, tastiest morsels can be directed straight to the hand or mouth. The unique Flavor Saver technology was devised with global advertising agency Wunderman Thompson and their offices in Atlanta and Amsterdam so that nothing, not a single crumb, of delicious chips would go to waste.

Entrepreneurs Henk Scheele, Rene de Zeeuw and their team grow, harvest, cut, and fry the chips on their farm ‘De Hoeksche Hoeve’. Sustainably grown potatoes are fried in their skins in the purest sunflower oil and seasoned with a little sea salt or natural herbs. Less fat, less salt, and are much tastier than regular chips.

“Our focus is entirely on making the most delicious chips there are. Everything has to give way to quality and authenticity. That’s probably why Hoeksche Chips have been the ‘chips of choice’ for KLM’s Business class for years. But we never thought about how a packaging adjustment could help preserve that quality. For decades, chip bags haven’t changed significantly. Today marks the end of that,” Henk Scheele and Rene de Zeeuw, owners of Hoeksche Chips and Boerderijchips, said.

Hoeksche Chips ‘Salt & Balsamic Vinegar’ including ‘t Hoeksche Hoekje’ is now available at all specialty stores in the Netherlands.