Most people would agree that the vast majority of potato chips hover somewhere around “pretty good” in terms of quality. But the folks at St. Eriks, a Swedish brewery, are looking to radically elevate the potato chip game with their latest offering. In an act of branding hubris, the chips don’t even have a clever name, bearing only “St Eriks” on a box which looks more likely to hold vintage-year champagne than the pedestrian snack.
Meant to complement the brewery’s IPA, each chip is chock-full of fancy Scandanavian ingredients such as matsutake mushrooms, truffle seaweed, India Pale Ale wort, dill, onion and Ammärnas-region almond potatoes.
Here’s the companion IPA to complete the pairing:
Below you can watch an employee from the brewery giving his explanation for greenlighting the “$10 potato chip” project:
The price tag matches the expectations set by the bougie packaging and haughty ingredient list. A box goes for the equivalent of $56. Oh, and a box contains just five chips total. That’s $11.20 per chip. Considering these are meant to complement pricey St. Eriks beer, you’re looking at about $20 per round for a beer and one lonely (but very proud!) potato chip.
Then again, maybe they had to charge $10 to break even on what appears to be some very pricey and professional chip photography:
St. Eriks’ first batch of these chips was limited to 100 boxes, so even if you think $56 is a steal for chips of this pedigree, you’re out of luck until the brewery resumes production.
This may all end up being a cleverly-disguised publicity stunt with no real long-term viability, but if it manages to raise awareness of St. Erik’s beer AND convince at least 100 folks to pony up $50 for five chips, then...bravo, St. Eriks. Give your marketing team a raise.
Parents of young children get more time with them if they work from home.Photo credit: Canva
Juicy subject matter
Giphy from The Blacklist.
We could start a rumor.
Grieving couple comforting each other
This response to someone grieving a friend might be the best internet comment ever
When someone is hit with the sudden loss of a friend or loved one, words rarely feel like enough. Yet, more than a decade ago, a wise Redditor named GSnow shared thoughts so profound they still bring comfort to grieving hearts today.
Originally posted around 2011, the now-famous reply was rediscovered when Upvoted, an official Reddit publication, featured it again to remind everyone of its enduring truth. It began as a simple plea for help: “My friend just died. I don't know what to do.”
What followed was a piece of writing that many consider one of the internet’s best comments of all time. It remains shared across social media, grief forums, and personal messages to this day because its honesty and metaphor speak to the raw reality of loss and the slow, irregular path toward healing.
Below is GSnow’s full reply, unchanged, in all its gentle, wave-crashing beauty:
Why this advice still matters
Mental health professionals and grief counselors often describe bereavement in stages or phases, but GSnow’s “wave theory” gives an image more relatable for many. Rather than a linear process, grief surges and retreats—sometimes triggered by a song, a place, or a simple morning cup of coffee.
In recent years, this metaphor has found renewed relevance. Communities on Reddit, TikTok, and grief support groups frequently reshare it to help explain the unpredictable nature of mourning.
Many readers say this analogy helps them feel less alone, giving them permission to ride each wave of grief rather than fight it.
Finding comfort in shared wisdom
Since this comment first surfaced, countless people have posted their own stories underneath it, thanking GSnow and passing the words to others facing fresh heartbreak. It’s proof that sometimes, the internet can feel like a global support group—strangers linked by shared loss and hope.
For those searching for more support today, organizations like The Dougy Center, GriefShare, and local bereavement groups offer compassionate resources. If you or someone you know is struggling with intense grief, please reach out to mental health professionals who can help navigate these deep waters.
When grief comes crashing like the ocean, remember these words—and hang on. There is life between the waves.
This article originally appeared four years ago.