Rolled chip brand from Mexico - NYT Crossword Clue

Introduction

Today's clue, "Rolled chip brand from Mexico," is a straightforward test of modern brand knowledge. It points directly to a popular snack food that has gained significant traction in recent years. While simple, these types of clues can be tricky if you're not familiar with current grocery store aisles.

Clue Analysis

The clue provides three key pieces of information:

1. "Rolled chip": This describes the product's unique physical form. Unlike flat tortilla chips, these are tubular.
2. "brand": This tells us we're looking for a proper noun, a specific company's product name.
3. "from Mexico": This specifies the snack's country of origin, helping to narrow down the possibilities.

There's no wordplay here; it's a pure definition. The solver's task is to connect these descriptors to the correct brand name.

Thinking Approaches

A solver might tackle this clue in a few ways:

1. Immediate Recognition: For many, especially younger solvers or snack food aficionados, the description of a "rolled chip" will immediately bring the answer to mind.
2. Keyword Association: If the answer isn't immediate, a solver could focus on the keywords. "Chip" and "Mexico" might bring up brands like Doritos or Tostitos. The solver would then need to apply the "rolled" filter, which would eliminate those and hopefully lead to the correct answer.
3. Using Crossings: If you're drawing a blank, getting a few letters from intersecting clues is the classic crossword strategy. A five-letter brand name can often be unlocked with just two or three crossing letters. For example, seeing a T at the beginning and a K in the middle would be a huge giveaway.

Background Context

The snack in question is a brand of corn-based rolled tortilla snacks. They were invented in Mexico in 1999 and introduced to the United States in 2004. Produced by Barcel, a subsidiary of Grupo Bimbo, these chips are famous for their intense, spicy, and tangy flavors, with "Fuego" (hot chili pepper and lime) being the most iconic variety. Their distinctive shape and bold marketing have made them a global phenomenon, particularly popular with teenagers and young adults. You can learn more about them on their Wikipedia page.

Conclusion

This clue is a perfect example of how crossword puzzles stay relevant by incorporating contemporary brand names. It's a simple knowledge check that rewards solvers for being aware of popular culture and consumer products. While easy for those in the know, it serves as a reminder that a broad base of knowledge, from classic literature to modern snacks, is a solver's best asset.

Hints

1. Hint 1: This is a popular brand of corn-based snack food.
2. Hint 2: The brand is particularly known for its intense, spicy, and often lime-flavored varieties.
3. Hint 3: The chips themselves are shaped like small, tightly-rolled tortillas.
4. Hint 4: The five-letter name ends with an 'S' and is a registered trademark.

TAKIS