Click here to preview the new Fast Company

Want to try out the new

If you’d like to return to the previous design, click the yellow button on the lower left corner.

The Pringles Package Sucks. This Chip Can Blooms Into A Bowl

One designer’s fury at Pringles blossoms a brilliant idea in snacking.

Young designer Dohyuk Kwon encountered the same problem we all have before: He was enjoying a package of Pringles potato crisps until, suddenly, he found the chip level had sunk to a critical expletive-laden stage just below the reach of his fingers. "So I sketched a more convenient package of chips," he tells Co.Design.

His concept is called Bloom Chips, and it won a Red Dot Award for its obvious brilliance: Bloom Chips is a wrinkled cylinder that unfurls to create its own bowl. "Its mechanism is more complex than it looks," says Kwon. "Simply speaking, it’s like a blooming flower." The idea is so instantly impressive that it’s impossible to imagine why no one at Procter & Gamble thought of it first.

Though, there is some precedent in the world of self-contained snacking: The design reminds me a bit of Jiffy Pop, which uses a similar, expandable packaging to make its own container. "I didn’t know Jiffy Pop until a few minutes ago," responds Kwon. "It’s very, very interesting. I guess once there was a man who complained about existing popcorn package, so he made the package for Jiffy Pop."

(Interestingly enough, Jiffy Pop really was the project of one man! Frederick C. Mennen, a chemist and inventor from LaPorte, Indiana, developed the product in 1958. But actually, another man invented Jiffy Pop first. An identical predecessor was called E-Z Pop, developed by a Michigan-native named Benjamin Coleman. Coleman sued for patent infringement in the 1960s, but the case was turned over in appeal.)

Bloom Chips will likely never convince Pringles to change their cans, but that’s okay. For one thing, we really don’t need to be enticed into eating a whole package of chips every time we pop open a new can. But more importantly, pouring those unreachable Pringles crumbs straight from the can into one’s mouth is one of the simplest, most wonderful pleasures in life. And really, it’s a delicious byproduct of design gone wrong.

Add New Comment


  • Talia


    I would also like to contact the designer. Did anyone find his contact details?

    My email is

  • Adriana

    Hi, Does anyone have the contact of the designer? Thank you!
    My e mail: adriana 

  • Travis Lehman

    I can't imagine the fury the first time the consumer tries to close this container after snacking

  • willmaskell

    It won't work.  A paper foil barrier will not fold as the CAD illustration suggests.  Pringles use a spiral wound rigid card tube to protect the chips rather than the
    air cushion used in flow wrap bags.  It also requires a heat seal membrane welding at the top to prevent oxygen degradation. To get folds to work like this it would require very thin guage paper that will not protect the product. It would also require a bespoke packaging machine to pack it at the speeds necessary to achieve a competitive price.  Nice idea but not a practical packaging solution. 

  • Dervisbaris


    Pringles have a rituel of open the can - pour directly to the mouth. That's why they are using that kind of can. That makes Pringles different.

    On the other hand, this packaging design is innovative, but not for Pringles. It is likely to fall when you pull your hand in to get chips. Think the size of the chips - with a small base like that, the package will not stand stable. You have to enlarge the chips size to give the package a larger base to gain more stability. However, that option makes the chips "Giant Chips".  

    By the way, good idea. 

  • alex

    Hi Mark Wilson,

    how can i contact with Designer?

    thanks for your kindly adivse.

    mine email:

  • Ayn Roberts

    Very interesting, whether it completely works or not, it questions the role and need for innovative package design today. And with the comments here, a little collaboration from other great minds can turn out an even better product!

  • Louis House

    spot on! I think one take-away we all need to take from this is innovation through collaboration. excellent comment Ayn! thank you!

  • Carolyn Russell, APR

    What a great example of functional, beautiful design in everyday life!

  • phuong

    I think most people lost the point of this.
    This packaging give the eater the choice to unfold it into a bowl once the chips is low on the bottom and its perfect for the movies/picnic/camping/eating in bed situation. You don't need to unfold it if you just have a few.

  • Vibha Nayak

    I am sure it is going to cost too much for simple packs of chips, but I can't deny the fact that this is sheer genius. Great going!