Speaking of potato chips, traditionally, British appetite is skipped by a bag of weeds or bags. But 2025 is preparing to be a luxury summer, according to chefs, supermarket insiders and social media.

Jay Ledwich, a crisp buyer of Waitrose, said demand for quality and unusually flavored potato chips was “sky”. This week, the store became the exclusive stock of British supermarkets, and it was the next person to hit the viral blow in potato chips, a fried egg flavor from Spanish expert Torres. It follows other savory flavors from the brand, including black truffles, caviar and bubbles.

Crisps' popularity isn't limited to snack aisles. Fashion brand Balenciaga sells £1,450 glossy "salt and vinegar" leather bags and £625 "spicy chili" crisp charm. It is in Anya Hindmarch's sequin Walkers Crisps bag, originally released in 2000 and is now in V&A. This week, American brand Lay released its new sport, which includes Lionel Messi’s champion legend on its classic salted potato chips.

Elsewhere, at parties, traditional blinis has disappeared. Instead, the home chef is whipping crisp snacks – for example, the pringles are topped with a ball of sour cream and caviar. Millennials swap their habitual bubble bottles for landlords for £26 Bonilla sea salted potato chips. Online, there are viral recipes for chocolate chip cookies, topped with salty crispy crust. American chef Alison Roman recommends marinated anchovies with kettle-style chips, while Spanish chef Ferran Adrià recommends folding the pure potato chips into stirred eggs to quickly use tortillas.

In a stylishly filled bar, Natty’s orange wine is served with a bowl of salted potato chips topped with Serrano Ham. Greek-style restaurant Oma and its sister restaurant Agora are located in the Borough Market in southeast London, with homemade hot potato chips on the menu. Chef/owner David Carter, before seasoning with garlic to all the food from Kombu Dashi, said the idea stems from "something naughty when sitting down". After trying Fava and chickpeas, he settled on "Highly Crispy", which he said beaten with a salty, spicy and crispy box.

At the Toklas Restaurant on the chain, its mussels (Escabeche) are served with bread instead of bread. Chef Chris Shaw describes the British as "a kind of love" with potato chips inside. He argued that it was nostalgic. “We all use them as part of our lunch.

Torres is at the top of the premium market for £4.95 for a 125g bag, but the flavour that exceeds the standard is thriving throughout the crispy category. Marks & Spencer recently launched a black truffle version (£3.75) to its own tag collection. The latest product range for the kettle includes the Sriracha Mayo version and the Dill Pickle and Jalapeño (£2.40 for 125g). At Tyrells, you can pick roast chicken and sage (£2.75) from Wensleydale and Cranberry. There are also some professional snack sites that stock up on British brands with smaller stocks like “Taste of Game” that can make pheasants and wild mushrooms crisp.

Crunch: Crunch: Crisps' ode author Natalie Whittle said the trend reflects a wider life challenge: “In supermarket food aisles, potato chips have always had the ability to have high or low chameleons.”

For those who eat less, Whittle says potato chips offer an opportunity to enjoy "more chef stuff" at home. The writer sometimes invites a friend to a bag of luxurious potato chips and a glass of wine. "It's interesting to break the doctrine that always breaks monotony and rigidity," she said.

But, for some, tradition always outweighs novels. Shaw says he likes the "strange sulfur" flavor of Torres fried chicken chips, but his favorite is still the "acid numb" pickled onion monster Monster.