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Cool Original is the chip the United States sells as Cool Ranch, renamed because ranch dressing isn't something British shoppers grew up with. The seasoning is built on onion, garlic, a soured dairy note and a stack of acids, ranch under any other description. Cool does the work the word Ranch used to. There's no cooling ingredient in it, no mint and no menthol. The word signals that this is the one that isn't hot, in a range where two of the three permanent flavours are. Of the three it's the one that reads as a dip on its own, which is a slightly strange result for a chip shaped to carry one.