New wet potato chips revolutionize snack industry in Japan

New potato chips from the leading potato chip maker in Japan, Calbee. Courtesy: SoraNews24

New potato chips from the leading potato chip maker in Japan, Calbee. Courtesy: SoraNews24

Mayo 03, 2022

Japanese snack companies are always looking for new and exciting ways to tantalize their taste buds. Now, the country’s leading potato chip maker, Calbee, is changing the game entirely by taking the crunch out of their potato chips, with a new product called "Nure Jaga", which translates to "Wet Potato".
 

The Nure Jaga Sweet and Spicy Soy Sauce Flavour retails for JPY 151 (about USD 1.16) Courtesy: SoraNews24.

The Nure Jaga Sweet and Spicy Soy Sauce Flavour retails for JPY 151 (about USD 1.16). Courtesy: SoraNews24

As the name suggests, the new chips are moist — a word not often used to describe potato chips — and they appear to take their inspiration from “Nure Senbei," a type of moist senbei ("rice cracker") that’s been sold by a variety of Japanese confectioners since 1963.
 
The beautiful aroma and appearance of wet potato chips. Courtesy: SoraNews24

The beautiful aroma and appearance of wet potato chips. Courtesy: SoraNews24

Initially, Calbee’s wet potato chips were sold exclusively at the company’s Calbee + stores, which stock their most innovative products. As of April, however, they’ve expanded sales by making them available at 7-Eleven stores nationwide.

When you open the bag of wet potato chips, the beautiful aroma and appearance will excite you. These chips will immediately make your fingers sticky, as they really are moist to the touch. They remind of wet senbei, as they have the same wet soy sauce-slathered coating, but these were much thinner, still retaining the look of a chip.
 
Wet potato chips are soft and juicy on the outside and crispy on the inside Courtesy: SoraNews24

Wet potato chips are soft and juicy on the outside and crispy on the inside. Courtesy: SoraNews24

Wet potato chips are soft and juicy on the outside and crispy on the inside — they are unlike any other potato chips. This revolutionary new chips texture was one that everyone around the world ought to be able to enjoy.