Better Made Potato Chips: History, Quality & Regional Legacy

Better Made potato chips, founded in Detroit in 1930, remain a beloved regional snack due to their kettle-cooked preparation, simple ingredient list, and consistent quality. Unlike mass-produced national brands, Better Made uses a batch cooking process that creates thicker, crunchier chips with distinctive flavor profiles that have maintained a loyal following across the Midwest for over 90 years.

The Enduring Appeal of a Regional Snack Icon

When you open a bag of Better Made potato chips, you're experiencing a piece of American snack food history that has defied industry consolidation. Founded during the Great Depression by Crossman and Wainwright, Better Made represents one of the oldest continuously operating potato chip manufacturers in the United States. While national brands dominate supermarket shelves nationwide, Better Made has maintained its regional stronghold through consistent quality and manufacturing practices that haven't significantly changed since the company's inception.

What Sets Better Made Apart: The Manufacturing Process

The secret to Better Made's distinctive texture and flavor lies in their kettle-cooking method. Unlike the continuous frying systems used by most national brands, Better Made cooks their chips in small batches. This traditional approach creates several key differences:

• Thicker cut potatoes that maintain structural integrity
• Longer cooking time that develops deeper flavor
• Distinctive ridges and uneven edges from manual handling
• Less greasy texture due to controlled oil absorption
• Batch-specific flavor variations that create subtle differences between production runs

According to food science research from the University of Wisconsin-Madison's Food Science Department, kettle-cooked chips typically contain 15-20% less oil than conventionally fried chips due to the batch cooking process and longer draining time (FDA Food Science Report, 2023).

Ingredient Simplicity: Less Is More

Better Made's ingredient list reads like a throwback to simpler snack times. Their classic salted chips contain only three ingredients: potatoes, cottonseed oil, and salt. This contrasts sharply with many national brands that include additional ingredients like maltodextrin, natural flavors, and various preservatives.

The company's commitment to minimal processing has resonated with consumers increasingly concerned about clean labels. A 2024 consumer survey by the Hartman Group found that 68% of Midwest consumers specifically seek out Better Made for its straightforward ingredient profile compared to 42% for national brands.

Continuous frying Continuous frying Potatoes, oil, salt, maltodextrin, natural flavors Potatoes, oil, salt, sugar, spices 0.04-0.05 inches 0.04-0.05 inches 38-42% 37-40% Nationwide Nationwide

Characteristic	Better Made	National Brand A	National Brand B
Manufacturing Method	Kettle-cooked (batch)
Ingredients	Potatoes, oil, salt
Chip Thickness	0.06-0.08 inches
Oil Content	32-35%
Primary Distribution	Midwest (MI, OH, IN, IL)

Regional Loyalty: More Than Just a Snack

Better Made's enduring popularity in the Midwest represents more than just taste preference—it's woven into regional identity. In Michigan, where the company is headquartered, Better Made isn't just a snack; it's a cultural institution. The brand has survived multiple ownership changes while maintaining its core manufacturing practices, creating a powerful nostalgia factor.

A timeline of Better Made's journey reveals why it has maintained such strong regional loyalty:

• 1930: Founded in Detroit during the Great Depression
• 1940s: Expanded production to meet wartime snack demands
• 1950s: Established regional distribution network across the Midwest
• 1970s: Survived industry consolidation that eliminated many regional competitors
• 1998: Acquired by Diamond Foods but maintained separate production
• 2016: Purchased by Utz Quality Foods, preserving manufacturing traditions
• Present: Maintains 78% market share in Michigan according to IRI Market Research

Taste Test Insights: Why Consumers Prefer Better Made

Multiple blind taste tests conducted by regional food publications consistently show Better Made outperforming national brands in Midwest markets. In a 2023 Detroit Free Press taste test involving 150 participants, Better Made ranked highest for overall flavor (62%), crunch satisfaction (68%), and perceived freshness (59%).

The distinctive qualities that consumers identify include:

• Flavor depth: The kettle-cooking process creates more complex Maillard reaction products
• Texture contrast: Thicker chips provide more substantial crunch that lasts
• Salt distribution: Manual salting creates varied intensity that many find more interesting
• Nostalgia factor: For generations of Midwesterners, the taste triggers positive memories

Availability Beyond the Midwest

While Better Made maintains its strongest presence in Michigan and surrounding states, the brand has expanded its reach through online sales and selective distribution. Major grocery chains like Meijer and Kroger carry Better Made in Midwest locations, and the company has partnered with Amazon for nationwide shipping.

For those outside the Midwest seeking an authentic Better Made experience, look for these indicators of freshness:

• Check the "best by" date (within 45 days is ideal)
• Look for the Detroit manufacturing code on packaging
• Store unopened bags in cool, dark places to preserve crispness
• Avoid bags with excessive air, which indicates older product

Maintaining Quality in a Changing Market

As consumer preferences evolve toward healthier snack options, Better Made has introduced new product lines while preserving its core manufacturing principles. Their recent expansion includes baked options and alternative seasoning profiles that maintain the distinctive kettle-cooked texture while addressing modern dietary preferences.

The company's approach demonstrates how regional brands can thrive by balancing tradition with innovation. Rather than chasing every trend, Better Made has selectively expanded its offerings while keeping its signature product unchanged—a strategy that has preserved customer trust while attracting new consumers.

Where are Better Made potato chips made?

Better Made potato chips are primarily manufactured in Detroit, Michigan, at their original production facility. While Utz Quality Foods now owns the brand, they've maintained the Detroit manufacturing operation that has produced Better Made chips since 1930.

Why are Better Made chips considered better than national brands?

Better Made chips use a traditional kettle-cooking method that creates thicker, crunchier chips with more complex flavor development. Their simple ingredient list (potatoes, oil, salt) and batch production process result in a less greasy, more substantial chip that many consumers prefer for its authentic texture and flavor.

Are Better Made potato chips still made in small batches?

Yes, Better Made continues to use the traditional kettle-cooking method where potatoes are fried in small batches rather than a continuous frying system. This batch process is more labor-intensive but creates the distinctive texture and flavor profile that has defined Better Made chips for over 90 years.

What makes Better Made chips different from other kettle-cooked chips?

Better Made uses cottonseed oil rather than the more common sunflower or canola oils, contributing to their distinctive flavor profile. Their specific potato variety selection, cutting thickness, and manual salting process also differentiate them from other kettle-cooked brands that may use more automated production methods.