Swedish beer maker St. Eriks Brewery is generating publicity by selling what it calls 'the world's most exclusive potato chips.'
And, at a retail price of around £45 for five crisps, they are also considered some of the most expensive.
Part of the reason for the high cost is the curated ingredients which include hand-picked matsutake mushrooms, truffle seaweed from around the Faroe Islands, and a specially grown variety of potato.
The food item was also composed by a chef who reveals that: "All of the chips have been made by hand."
According to a representative for St. Eriks, the idea behind the project was to create a snack that reflected the same level of craftsmanship found in their beer.
AdWeek reports that 100 units of the elegantly packaged crisps were made available, but they quickly sold out.
St. Erik's website says that all the proceeds 'will be donated to charity.'