Scientists have revealed that you could be missing full saltiness of crisps by eating them too fast.
Researchers found that the salt in crisps is fully released only after 20 seconds of chewing.
But most people in Britain have swallowed the potato titbit by then - missing out on the "salt burst," they said.
The findings suggest that crisps could have a lower salt content - making them healthier - if makers could release the flavour more quickly.
Too much salt is linked to high blood pressure and heart disease.
Now the University of Nottingham team is working to get salt from the crisp to the tongue "in the time that you normally chew and swallow."
"This would mean less salt would be needed to get the same amount of taste," the Sun quoted Dr Ian Fisk of the university as saying.