Japanese snack companies are always looking for new and exciting ways to tantalise our 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“.
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.
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.
▼ The Nure Jaga Sweet and Spicy Soy Sauce Flavour retails for 151 yen.
Not all stores stock them, though, and at some places they’ve already sold out, so our reporter K Masami had to stop by a few 7-Elevens before she was able to get her hands on a pack.
She was excited to try her first-ever wet potato chip, and when she released the snacks from their bag, she was immediately drawn to their beautiful aroma and appearance.
Holding one of these chips will immediately make your fingers sticky, as they really are moist to the touch. They reminded Masami 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.
Biting into one, she found that it was soft and juicy on the outside and crispy on the inside — it was unlike any other potato chip she’s ever tasted.
As she ate her way through the bag, she felt that this revolutionary new chip texture was one that everyone around the world ought to be able to enjoy.
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