Baked, wheat-based, chip-like snacks having a plurality of surface bubbles comprising air pockets extending both above and below the substantially unleavened, adjacent portions of the snack are obtained with a pregelatinized waxy starch, pregelatinized potato starch, and optional modified potato starch. The pregelatinized potato starch produces a crisp, crunchy texture in the baked snack. The pregelatinized waxy starch is at least substantially uniformly hydrated prior to baking for producing bubbles during baking and for retaining the bubbles. The pregelatinized potato starch is at least substantially uniformly hydrated prior to baking for controlling bubbling caused by the pregelatinized waxy starch and for controlling texture of the bubbled and unbubbled portions of the snack chips. Use of the gluten-containing wheat flour and bubble-forming amounts of the pregelatinized waxy starch provides for the production of a cohesive, non-sticky, extensible, continuously machinable dough. A modified potato starch which is activated during baking may be used to enhance surface bubbling and crispiness of the bubbled portions and unbubbled portions. The pregelatinized waxy maize starch may be used in an amount of from about 3% by weight to about 20% by weight, and the pregelatinized potato starch may be used in an amount of from about 1.5% by weight to about 20% by weight, each based upon the weight of the wheat flour. The weight ratio of the amount of the pregelatinized waxy starch to the total amount of the potato starches may be from about 0.45:1 to about 1:1. Non-fermented and fermented reduced fat, low-fat, and no-fat baked products, as well as full-fatted non-fermented and fermented baked products, may be produced with a bubbled surface, and a crispy, crunchy, non-mealy, chip-like texture, but with a wheat cracker flavor.