The chips are a thicker cut chip, and from everything I've heard online they are actually just a re-branding of the "Extra Crunchy" line. (Read My Review of "Sticky BBQ Ribs" here). The real news here is the bag. It's basically a "bowl", so you tear off the top, and the bag becomes a shareable bowl. In case you have no bowls at home, or you want to have the ugliest snack table ever at a party. You know.
We have stuff like this here in the US, most notably Orville Redenbacher Popcorn has a "Pop up Bowl". So you can go from the microwave to the couch without that laborious bowl pouring.