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Cheese powder is what makes any of this possible. Spray-dried cheese keeps its flavour without its moisture, the only practical way to put dairy on a chip that's got to survive months in a sealed bag. There's buttermilk in the seasoning too, and that's the ingredient doing the tang. Cool Original hasn't got any, despite being the one named after a soured dressing. The colour coding is the useful part of the range. Orange for this, blue for Cool Original, red for Chilli Heatwave, an arrangement that's held long enough that most people find what they want by the colour instead of reading the front of the bag.