Compared with the official price for a 40g bag, £1.29, the Q price is a veritable bargain! I don't eat crisps but, if I did, Home Bargains sells kettle chips at 89p for a 150g bag. This would determine that I wouldn't spend £20 for 7 bags. As with Joe and Seph's popcorn, and the new York deli stuff, I think the manufacturers are using the different variety of flavours which are not widely available in other brands, to persuade customers to buy. If you are prepared to pay a premium for organic, natural, and free from products, that is another matter entirely. I would be telling myself, £20 for 7 bags of crisps, that would be better spent on skincare, for example.