This design patent is for Frito-Lay's distinct brainchild of a snack - the Wavy Lays, or Ruffles. Although it is debatable whether or not these waves or ridges actually make the chip taste significantly better, it certainly gives it a distinct and characteristic image. Any ridged or wavy chip is immediately associated with Lay's chips. And certainly, for some people, it is an easy decision to pick the excitingly wavy chips over the generic flat and mundane competitor. This design patent has allowed Frito Lay to establish an image for themselves; it has allowed them to create a type of potato chip that is instantly recognizable as Frito Lay's.