Ruffles is a brand of ruffled (crinkle-cup) potato chips marketed by Frito-Lay. The thick ridges of Ruffle Potato Chips help hold more great potato chip flavors and stand up to the thickest dips. With ridges, Frito-Lay Ruffles chips are crunchier and the dipping strength multiples. It’s no wonder these snacks are a family favorite.