Are Pringles potato chips? While most consumers would simply say yes, this question had led to long legal battles for this iconic brand. The answer lies in the ingredients — Pringles is about 42 per cent potato with the rest being wheat starch and flour. When Pringles was first launched in the market, it was called Pringles New Fangled Potato Chips. Competing brands opposed this and the courts shot down the name. Eventually, the company named it ‘Potato Crisps’. Interestingly, in the UK, Pringles tried to pay lower duties arguing that since it was only 42 per cent potato, it was technically not a potato chip.