Overview Leaderboard Methodology
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
83

Highest score on the LBA metric in this industry.

Authority Leader?
Kettle Brand
77

Highest score on the Authority metric in this industry.

TOM Leader?
Kettle Brand
100

Highest score on the TOM metric in this industry.

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 Leaderboard All 35 Potato Chips brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# 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
45
5
Pringles
pringles.com
 79
13
40
36
6
Lay's
lays.com
 83
28
11
31
7
Wise
wisesnacks.com
 70
7
27
26
8
Doritos
doritos.com
 81
8
11
21
9
T
Terra
terrachips.com
 58
6
19
20
10
Snyder of Berlin
snyderofberlin.com
 47
5
22
19
11
Walkers
walkers.co.uk
 77
8
8
19
12
Zapp's
zapps.com
 78
8
8
19
13
Boulder Canyon
bouldercanyon.com
 69
7
8
18
14
Miss Vickie's
missvickies.com
 74
7
7
18
15
Tyrrells
tyrrellscrisps.co.uk
 74
7
7
18
16
Herr's
herrs.com
 68
7
7
17
17
Tim's Cascade
timscascade.com
 69
7
7
17
18
Golden Flake
goldenflake.com
 64
6
6
16
19
Popchips
popchips.com
 66
7
7
16
20
Red Rock Deli
redrockdeli.com.au
 66
7
7
16
21
Better Made
bettermade.com
 60
6
6
15
22
Burts
burtschips.com
 59
6
6
15
23
Deep River Snacks
deepriversnacks.com
 61
6
6
15
24
G
Grippo's
grippos.com
 62
6
6
15
25
M
Munchos
munchos.com
 59
6
6
15
26
Old Dutch
olddutchfoods.com
 58
6
6
15
27
Pipers
piperscrisps.com
 56
6
6
14
28
Route 11
route11chips.com
 55
5
5
14
29
Good Health
goodhealthsnacks.com
 50
5
5
13
30
B
Ballreich's
ballreich.com
 48
5
5
12
31
S
Seabrook
seabrookcrisps.com
 47
5
5
12
32
Middleswarth
middleswarthchips.com
 39
4
4
10
33
Mackie's
mackies.co.uk
 31
3
3
8
34
D
Dirty Potato Chips
dirtypotatochips.com
 5
0
5
3
35
J
Jones Potato Chip
joneschips.com
 3
0
0
1

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 275 shared Potato Chips prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
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 →