They're not exactly the ridges we've know, they're a slight variation of the classic popped crisp which can already be a bit bobbly - it's just that these are organised bubbles on one side! So I wouldn't say they add too much to the crisp except that they're a little crunchier.
They sure are smoky! So smoky they're strangely a bit spicy.. I think they were maybe a bit happy with the paprika here. It's a pretty intense flavour for pop chips. Much more than we're used to.. but that's not to say they don't work, it's just.. they shouldn't be spicy.
I'm usually a big fan of pop chips flavours so even though i'm a little confused by the spice - i'm actually pretty happy with the flavour.