In a new initiative for the Japanese market, Frito Lay is focusing on classic Japanese spice flavors wasabi and shichimi pepper across three of its most popular brands in Japan: Doritos, Mike popcorn and its Nikuatsu beef-flavored potato chips.

Using wasabi produced in Hokkaido and umami-rich soy sauce, the Doritos chips are spicy and rich in flavor.

The shichimi flavor Mike Popcorn resulted from a collaboration with Yawataya Isogoro, a long-established shichimi seven pepper manufacturer in Shinshu, which is one of the three major shichimi producing regions in Japan. In addition to red chili pepper, the mix includes other spices such as Japanese pepper, ginger, and orange peel for a unique aroma.

Nikuatsu chips are thick-ridged chips that deliver a distinctive steak flavor, which have now been upgraded with the highly flavored wasabi made in Azumino.

These three snacks will be available in stores all over Japan from May 25.