Ruffles have Rrridges! Because when you have ridges, the crunches are crunchier, the dipping strength multiplies, and your chips become Ruffles can't get enough ridges? Go to ruffles.com. Look at you looking at the back of the bag. High five! Just like cheering for your favorite team these chips have ups & downs. We call them ridges and the lows are just as delicious as the highs. fritolay.com. Questions or comments? 1-800-352-4477. Mon-Fri 9:00 am to 4:30 pm CT / email or chat at fritolay.com.