DJSkyler.com

When I was young, my family unwisely moved from the Chicago suburbs to central California. Amongst the many adjustments we had to make was a loss of four food staples not available on the West Coast; Marshmallow Fluff, Coco Wheats, Cock Robin Ice Cream and Jays Potato Chips.

Fluff actually comes out of Massachusetts while Coco Wheats is produced in Indiana. They are still readily available (but still only online in California). But the true Chicago brands have now been eliminated. The last Cock Robin diner closed last year, and Thursday was the last day for Chicago’s Jays Potato Chip factory.

The closure was part of a bankruptcy buyout and theoretically the brand name is supposed to live on under the ownership of Snyder’s of Hanover. But the online availability of Jays Chips has suddenly dried up, their own site’s purchase links have all been unplugged while another distributer reports the brands as “discontinued.” The last bags of Jays I can find are at Amazon’s Grocery Store,so I am feeling suspicious of the brand’s possible survival. Even if they do return, they will be produced outside of Illinois.

It’s depressing, as the simple round logo of Jays will forever be embedded in my childhood memories. Back in the day, the potato chips were packaged in boxes, like oversized cereal packages. I could find the snack aisle at the Jewel Market simply by looking for the stacks of jumbo white boxes. One could always find a supply at my Grandma and Great Aunt Helen’s house. When Aunt Helen was my daily babysitter for a couple of years, she would often enhance my lunch with a few Jays on the side ~ Yum. The brand identification was further enhanced by the neato Jays pencils they occasionally included in the boxes. Also, Jays produced other favored snacks, including shoestring potatoes as well as a delicious caramel corn packaged in a unique plastic-lid container.

A few years back, I special ordered a couple cases of Jays Potato Chips from their website to give to my ex-Chicago family members as Christmas gifts. In consuming them we realized how incredibly greasy and salty they were, a powerful flavor from a tough city (and a perfect companion to Pabst Blue Ribbon Beer). Over the years our taste buds had become accustomed to the bland offerings of Laura Scudders here in California (more suited to wussy wine coolers).

But it seems Jays will drift into history now, another victim to the continued corporatization and homogenisation of American culture. Thanks Jays, for being there for the good times with family and friends! Your unique greasy presence will not be forgotten.

Pictures of the Auction at ChicagoTribune.com