The beginning of a Kettle chip's journey starts with a team of food developers, led by the brand's "chief flavor architect," Carolyn Ottenheimer, who scours everything from grocery store shelves to magazines for ideas. Carolyn walked us through Zupan's, a local market, where rows of aisles boasted condiments ranging from sweet orange chile ketchup to green curry paste to fresno-habañero hot sauce. Flavor ideation doesn't necessarily even begin with a potato. "We take our filter off and don't even worry about how it'll be on a chip. Instead, it's about trends, what consumers are looking for," explains brand manager Marc McCullagh, citing the general combination of sweet and savory as an example.