Calbee’s experts decided to change the game entirely by taking the crunch out of their potato chips, with a new product called “Nure Jaga”, which translates to “Wet Potato“.
Nure Jaga chips are ‘moist’, and inspired by Nure Senbei, a chewy rice cracker invented by Yuji Yokoyama, owner of Kashiwaya, a confectionery shop in Choshi, Chiba Prefecture, in 1960.
Nure Senbei crackers are made by submerging non-glutinous rice dough in soy sauce after baking while it is still hot, resulting in a soft, chewy texture.
At first, regarded by consumers as ‘damp’ and off-putting, the crackers’ popularity soon soared, becoming the ‘go-to’ afternoon accompaniment to green tea since commercialization in 1963. Nuresen is a registered trademark of Kashiwaya, but the concept has been adopted by several manufacturers across the country.
A strong soy overtone is prevalent the moment a pack of Calbee’s Nure Jaga (literally translated as ‘wet potato’) is opened, and the chips are sticky to the touch. They look like a traditional potato chip and are reportedly ‘soft and juicy’ with a slight crispy bite.
At first, 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. According to SoraNews24, the Nure Jaga Sweet and Spicy Soy Sauce Flavour sell for USD1.18 a bag.
