Marketing: The Potato-Chip War

When is a potato chip not a potato chip? Not when it is "made from potatoes cooked, mashed and dehydrated, resulting in potato granules which are later moistened, rolled out, cut into pieces and fried." So say officers of the Potato Chip Institute International, which represents almost 400 chip makers from the U.S. and abroad. The group is trying to stop two huge companies from promoting as potato chips some dehydrated potato products that are now being test-marketed.

The institute has taken its semantics argument into court in Lincoln, Neb., aiming to...

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