A step too far? Calbee collaborates with Lotte to create chewing gum flavoured chips

By Gill Hyslop contact

- Last updated on GMT

Calbee has once again innovated with exotic flavours for its potato chips sold in Japan. Pic: Calbee
Calbee has once again innovated with exotic flavours for its potato chips sold in Japan. Pic: Calbee

Related tags: Calbee, Potato chips, Japan, Lotte Corporation, Chewing gum

The Japanese snack giant is certainly not scared of dipping its toe into the realm of bizarre flavours, but its newest flavours are sure to give even the most jaded snack fan a double take.

Calbee teamed up with Lotte Corporation to produce flavours that were inspired by the confectionery producer’s top-selling Blueberry Gum and Ume Gum.

Ume Gum – on the market since 1976 – brings together the on-trend combo of Japanese plum and shiso (a plant of the mint family), while Lotte’s popular Blueberry Gum – created in 1982 – captures the sweet and sour notes of the berries.

According to Calbee, it wanted to create excitement in the highly crowded sector – potato chips are a high seller among Japanese consumers, registering JPY 237,602m ($2.24m) in 2019 sales – and get customers wondering “what they would taste like.” ​Well, that’s certainly been achieved.

The novel chips – sold in 50g packs – are available for a limited period at Don Quijote, APiTA and Piago stores nationwide for an expected RRP of JPY 120 ($1.13).

Related topics: Calbee, Snacks, Manufacturers, Markets

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