salt and vinegar
chips don't have a whole lot of room to be fancied up. The difference between lays and local kettle chips is not that huge. Kinda like donuts, there just isn't much foodie bullshit that can happen to chips, outside of basic things like getting them fresh from making them or using less preservatives and such. After that, anyone can add salt + spices and powders, which all taste the same whether they're local or mass produced.