I am currently in Barcelona eating as much ham as I can before leaving on Sunday. In between porcine bites, I sometimes venture into places like supermarkets just to see what a supermarket in Barcelona looks and feels like.
Last evening, marching down the snack aisle, I came across two kinds of Lay's potato chip bags with a drawing of what looks like a chef. I pick the bag up and discover it is none other than Ferran Adriá of El Bulli fame, the man often described as the greatest chef in the world and the man who moved foam from the shaving kit to the dinner plate.
Lay's is putting out a line of Ferran Adria "Artesanas" potato chips. They're Ferran Adriá Autograph Model snacking material.
I opened the bag half expecting foam to be coating the chips. Alas, they were just regular old chips, not half as good as say Cape Cod Dark Russets or even regular Cape Cod chips. These chips are the emperor's new chips.
Even the molecular gastronomers among us have a price they're willing to sell their name and likeness for.
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