Calbee introduces potato chips for 'fashionable young ladies' in Japan

12-Dec-2018 - Last updated on 12-Dec-2018 at 11:29 GMT

Calbee is rolling out cheese and blueberry potato chips targeted at young Japanese women. Pic: Calbee/©GettyImages/pixelfit

Related tags Japan Cheese Social media Instagram Christmas

Japanese snack food maker Calbee has introduced Potato Chips Lovely Cheese, designed to appeal to women in their 20s and 30s who enjoy sharing pics of whatever they are eating on social media.

According to the producer that is renowned for introducing exotic treats – like matcha tea chocolate potato chips and Potato Chips Tom Yum Kung Taste – the new Lovely Cheese flavor is purportedly a perfect pairing with sparkling wine commonly popped open by fashionable young ladies for Christmas parties in Japan.

The new potato chips impart a double cheesy dose – from a mixture of rich gouda and a milder cream cheese – with a touch of blueberry to add aroma and sweetness.

The chips are packaged in a ‘pretty pink’ bag, which Calbee hopes will become a visual shorthand for “Holiday party time!”.

The launch is being supported by a social media campaign, inviting snackers to post pics of themselves eating the chips with the hashtag #potatochipslovelycheese until Sunday, December 16.

Ten winners will receive hampers of Calbee products.

Potato Chips Lovely Cheese are available until the end of January in Japanese convenience stores for a RRP of 150 yen ($1.30) per bag.