9 out of 10 snackbacks

Trader Joe's Milk Chocolate Covered Potato Chips are as excessive as they are delicious. These little snacks combine the blood pressure rising saltiness of potato chips with the diabetes inducing sweetness of chocolate. The taste of these sweet and salty treats can be described in one word- Awesome!

The copy on the back of this snack uses more than one extremely interesting word to describe this snack. Here's what a clever copywriter chose to write instead of simply "Awesome!":

"Our milk chocolate covered potato chips gild the potato chip lily by adding rich milk chocolate to salted crunchy thick cut ridged potato chips. The result? A lipsmacking decadent confection with a delicious combination of flavors and textures."

After reading this description I was a little bit confused. Am I the only one who has no idea what it means to "gild the potato chip lily?"

Whenever I am confused, the first place I turned to is Google. So, in this case I Googled "definition of gild" and found out that gild is a term used for covering things in gold. I was starting to put the pieces together- the potato chips were gilded with chocolate like a copper coin can be gilded with gold. Interesting...

But what was this business about the "potato chip lily?"

After consulting my friends over at Wikipedia headquarters, I discovered that gilding a lily is an idiom used to describe adding to something that is already perfect. The origin of this phrase comes from a misquoting of Shakespeare's The Life and Death of King John: "To gild refined gold, to paint the lily, to throw a perfume on the violet, to smooth the ice, or add another hue unto the rainbow, or with taper-light to seek the beauteous eye of heaven to garnish, is wasteful and ridiculous excess."

So, after much research I agree with the Trader Joe's copywriter. They indeed have gilded the potato chip lily. In other words, they took a perfect potato chip and made it even better by covering it in a thick delicious layer of milk chocolate... I think.

9 out of 10 snackbacks

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