Calbee. Inc. releases potato chips with local flavor: Nakamijiru

Category: [ Business ]

Calbee, Inc., a giant Japanese maker of snack foods, is scheduled to release limited edition potato chips on Feb. 19, featuring nakamijiru (中味汁) flavor. Nakamijiru is a traditional Okinawan soup made of pork tripe that is usually served on festive occasions

PC中味汁味The sales of the nakamijiru flavored potato chips is limited to outlets in Okinawa, Kumamoto, Fukuoka, Oita, Nagasaki, Miyazaki and Kagoshima prefectures. Only one batch of the chips is made and they will be available until supplies last.

Nakamijiru is traditional Okinawa soup that has been cooked in Okinawan kitchens since the Ryukyu kingdom era. It is nowadays served especially on New Year’s Day and other celebrations and notable events. Its main ingredients are pork tripe and dashi from bonito flakes. The pork tripe is treated to remove its distinct odor.

Ai Yoshida of the Calbee Inc. development team says that, “Potato chips nakamijiru flavor is reproduced using bonito flakes dashi. They have a slight pork tripe and ginger flavor on the top. I would describe it as warm and gentle taste.”

Calbee, Inc. is running a campaign called “Love Japan” that started in September 2017. The campaign features potato chips with flavors from all 47 prefectures of Japan.  The flavors come from popular foods in each prefecture. Calbee has already released wasabi flavor from Hokkaido, takoyaki flavor from Osaka and Chicken Namban flavor from Miyazaki. Shuji Ito, the COO of Calbee, said that the company started the Love Japan project because they want to promote local regions, and cheer up the entire Japan.


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