Binegaaa! Potato Chips Bring Salt & Vinegar to Japan
Japanese consumers usually prefer plain salted, nori seaweed and salt, beef or chicken stock, sour cream or wasabi, according to market research data. By comparison, ‘Salt & Vinegar’ is among popular flavors in the U.S., where it ranks fourth place among consumers, and even more so in the UK (second place).
According to Calbee, in recent years, a new trend has emerged among Japanese consumers: a desire for strong, stimulating flavors that make an impact. Whether it’s strong spices, strong wasabi flavor, even strong carbonation or strong alcohol, the “strong” flavors are in.
Calbee’s recently introduced Binegaaa! chips are packed with vinegar flavor in a thin cut, with a lightly salted and refreshingly sour taste. The company wants to signal to Japanese consumers that this flavor, popular in the West, is here to stay, using a pop art aesthetic that strongly communicates the message: “No vinegar no life.”
Binegaaa! are available in supermarkets and shops where potato chips are sold, except for convenience stores. The price is listed as “open” but retail experts place it somewhere in the vicinity of 110 yen (USD1) price range.