Potato chips have been around for ages and are a simple but fantastic idea in origin. Still, one of the industry’s most beloved snack foods, they run a Tilt-a-Whirl of flavors with shelf appeal, shapes and varieties. But one thing’s certain: They’re as classic as a state fair.

=Whether they’re playing a no-hitter or just making double plays, bakers aren’t sitting on the sidelines—they’re listening to consumers and making improvements to their products. Some are using non-traditional ingredients or taking a more organic approach, while others are focusing on healthful benefits, authenticity and quality. But there’s one thing they all have in common: They have been impacted by the economy and commodity price surges.