Surprisingly, the "best perceived" US snack brand is Ritz. Lay's is number two, followed by Doritos. For potato chips, I prefer Pringles because of their perfect uniformity and can, but they barely made the top 10, landing just above Triscuit, which I also love, preferably with Munster. "Snacks Rankings" (YouGov Brand Index via Dave Pell's NextDraft)
David Pescovitz is Boing Boing's co-editor/managing partner. He's also a research director at Institute for the Future. On Instagram, he's @pesco.