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Japanese snack food maker Koikeya extends line of 'breakfast' potato chips

Japanese snack food maker Koikeya extends line of "breakfast" potato chips

Japanese snack food maker Koikeya extends its line of 'breakfast' potato chips - yes, you are supposed to eat them as breakfast in the morning - with two new flavors: 'Toast' and 'Milk'

June 29, 2016
Japanese snack food maker Koikeya extends its line of 'breakfast' potato chips - yes, you are supposed to eat them as breakfast in the morning - with two new flavors: 'Toast' and 'Milk'

In a country that already is known for its frequent "weird' flavours - at least for tastebuds from elsewhere - the company Koikeya seems to set itself up for the title "most weird of the weird".

From strawberry shortcake to Japanese mikan mandarins and even green tea, the company is so intent on keeping our taste buds entertained with bizarre flavours that they’re now marketing the humble potato chip as the “fourth breakfast” after bread, rice and granola.

The toast-flavoured chips contain a generous serving of Hokkaido-made butter and are said to have all the same delicious flavours and aromas of lightly grilled bread.

The milk-flavoured chips, meanwhile, not only smell and taste like dairy, they’re also fortified with extra calcium, making for a nutritious morning snack.

With no other competitors in the morning chip market - to the best of our knowledge, Koikeya has certainly found a creative niche in which to market their unusual wares.

Whether or not the chips will actually make it as a popular serving to breakfast tables across Japan remains to be seen, as the unusual and strong flavour combinations may not be appreciated by everyone.
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Koikeya is the second largest manufacturer of savory snacks in Japan
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