Japan’s leading potato chip maker, Calbee, is said to be changing the game by taking the crunch out of their potato chips, with a new product called ‘Nure Jaga’. This translates to ‘wet potato’.
The new chips are moist 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, these chips are available at 7-Eleven stores nationwide.
