Industry Report

Potato Chips

Packaged, thinly sliced or extruded potato snacks seasoned in a wide variety of flavors, sold in bags for casual snacking.

Brands tracked: 35

Brands analyzed: 35

Last updated: 2026-04-23

Model: OpenAI GPT-5

Prompts: 275

Total responses: 1,400

Top Brand Overall?

Kettle Brand

86/100

Highest overall AI Visibility Score in this industry.

LBA Leader?

Lay's

Highest score on the LBA metric.

Authority Leader?

Kettle Brand

Highest score on the Authority metric.

TOM Leader?

Kettle Brand

100

Highest score on the TOM metric.

Kettle Brand is the default answer in AI responses for Potato Chips

When users ask ChatGPT, Claude, or Gemini about Potato Chips, Kettle Brand is the brand that surfaces first - unprompted, consistently, and usually at the top of any list the model generates. Cape Cod is a close second, but the gap between them is meaningful. If you're competing in this space and you're not in the top handful, you're effectively invisible to AI-driven discovery.

#	Brand	LBA	Authority	TOM	Overall
1	Kettle Brand kettlebrand.com	82	77	100	86
2	Cape Cod capecodchips.com	81	61	89	76
3	Ruffles ruffles.com	67	54	69	63
4	Utz utzsnacks.com	69	22	57	44
5	Pringles pringles.com	79	13	40	35
6	Lay's lays.com	83	26	10	28
7	Snyder of Berlin snyderofberlin.com	47	2	22	13
8	Popchips popchips.com	66	4	4	11
9	T Terra terrachips.com	58	1	19	10
10	Wise wisesnacks.com	70	1	27	10
11	Boulder Canyon bouldercanyon.com	69	1	8	9
12	Doritos doritos.com	81	0	11	2
13	Tim's Cascade timscascade.com	69	0	6	2
14	Walkers walkers.co.uk	77	0	5	2
15	Deep River Snacks deepriversnacks.com	61	0	2	1
16	D Dirty Potato Chips dirtypotatochips.com	5	0	5	1
17	Good Health goodhealthsnacks.com	50	0	4	1
18	Herr's herrs.com	68	0	3	1
19	Miss Vickie's missvickies.com	74	0	3	1
20	M Munchos munchos.com	59	0	0	1
21	Route 11 route11chips.com	55	0	2	1
22	Tyrrells tyrrellscrisps.co.uk	74	0	3	1
23	Zapp's zapps.com	78	0	3	1
24	B Ballreich's ballreich.com	48	0	0	0
25	Better Made bettermade.com	60	0	0	0
26	Burts burtschips.com	59	0	0	0
27	Golden Flake goldenflake.com	64	0	0	0
28	G Grippo's grippos.com	62	0	0	0
29	J Jones Potato Chip joneschips.com	3	0	0	0
30	Mackie's mackies.co.uk	31	0	0	0
31	Middleswarth middleswarthchips.com	39	0	0	0
32	Old Dutch olddutchfoods.com	58	0	0	0
33	Pipers piperscrisps.com	56	0	0	0
34	Red Rock Deli redrockdeli.com.au	66	0	0	0
35	S Seabrook seabrookcrisps.com	47	0	0	0

Overall AI Visibility Score

Geometric mean of LBA, Authority and TOM: (LBA × Authority × TOM)^(1/3). Geometric mean is used so that any single weak metric pulls the overall score down, rather than being masked by strength elsewhere.

Shared industry prompts

For Authority and TOM, all brands in the industry are scored against the same 275 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.

Latent Brand Association (LBA)

5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →

LLM Authority

50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →

Top of Mind (TOM)

15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →

Potato Chips

Kettle Brand is the default answer in AI responses for Potato Chips

Brand Leaderboard All 35 Potato Chips brands ranked

How is this calculated? Methodology

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