We all remember the SunChips Episode of 2010. Frito-Lay introduced bio-degradable packaging for SunChips in March, and was surprised to see sales of the chips drop by 11% over the next six months. The reason: Consumers felt that the new bags were too noisy, prompting an onslaught of YouTube videos and Facebook groups bemoaning their high decibel levels. In October, Frito-Lay switched most of the SunChips brands back to quieter plastic packaging. Only last month — a year after the initial launch — did the company start reintroducing (very slowly) a new, quieter version of the biodegradable bag in some grocery stores.