According to the producer that is renowned for introducing exotic treats – like matcha tea chocolate potato chips and Potato Chips Tom Yum Kung Taste – the new Lovely Cheese flavor is purportedly a perfect pairing with sparkling wine commonly popped open by fashionable young ladies for Christmas parties in Japan.
The new potato chips impart a double cheesy dose – from a mixture of rich gouda and a milder cream cheese – with a touch of blueberry to add aroma and sweetness.
The chips are packaged in a ‘pretty pink’ bag, which Calbee hopes will become a visual shorthand for “Holiday party time!”.
The launch is being supported by a social media campaign, inviting snackers to post pics of themselves eating the chips with the hashtag #potatochipslovelycheese until Sunday, December 16.
Ten winners will receive hampers of Calbee products.
Potato Chips Lovely Cheese are available until the end of January in Japanese convenience stores for a RRP of 150 yen ($1.30) per bag.