Every year we take a trip to North Carolina in the US, and my first destination is always the colourful, crazy supermarket there. It has become an annual tradition to do a Instagram story about the wil and wonderful products on display. This year I decided to specialize and focus on potato chips (or crisps as we call them in Ireland). Not only are some of these flavours highly inscrutable (Voodoo?) but also incredibly varied & unusual. I’m always struck by the vibrant colour palettes in the packaging. There is a “Hey, Look at Me!” quality to them, which clearly worked, as I snapped photos of so many of them. It made me think about the creativity of those cooking up new flavours (literally) and those marketing these as desirable snacks. A fascinating slice of American culture and creativity.