Calbee Launches Edamame-Flavored Chips for Summer 2024, Merging Tradition with Innovation

Leading Japanese potato chip manufacturer Calbee continues innovating flavors that resonate deeply with local tastes. This summer, Calbee introduced a new variant of the edamame-flavored chip to its Kataage Potato line, aiming to evoke the essence of Japanese summer. The chips are seasoned with powder made from dadachamame beans, a premium soybean variety from Yamagata Prefecture, renowned for its sweet, umami-rich profile.

Figure 1. Calbee Edamame-Flavored Kataage Chips (68 grams)

A prized variety from Japan's Shonai region, dadachamame soybeans are renowned for their distinctive roasted aroma, deepening sweetness, and rich umami. Known as the "King of Edamame," these beans gain flavor intensity with each bite, a quality that has earned them national acclaim and even a feature in a prominent beer commercial. Grown exclusively in Tsuruoka, dadachamame loses its signature taste when cultivated elsewhere, underscoring its sensitivity to local conditions. Traditionally enjoyed boiled with salt and paired with cold beer, dadachamame is known for its brown fuzz, deep pod indentation, and corn-like aroma.

Figure 2. Dadachamame beans from Yamagata Prefecture, Japan.

Calbee Unveils Upgraded Edamame-Flavored Chips

Calbee is reintroducing edamame-flavored potato chips in 2024. Initially, Calbee first offered edamame-flavored potato chips in 2020 in limited regions and expanded nationwide in 2023. This year’s edition marks a significant upgrade with dadachamame beans. Calbee's Edamame-Flavored Kataage Chips (dadachamame variant) have been available in Japanese convenience stores starting July 29, with a broader release in supermarkets on August 5, just before the Obon holiday. Depending on availability, they are forecasted to remain on shelves until late Oct-24.

Calbee's Edamame-flavored potato chips are priced competitively within the international snack market. Online retailers such as NapaJapan, Tokyo Treat, and Japan Haul offer the product at approximately USD 3.99 to USD 4.00 per 68-gram (g) bag, which aligns with typical pricing for premium imported snacks. However, Saku Saku Mart lists the product at USD 6.50 per 68-g bag, which is noticeably higher, suggesting a less competitive price point compared to other retailers. Domestically, these chips are more affordably available in major Japanese convenience stores and supermarkets, making the online prices a reasonable markup for international availability.

Calbee's pricing strategy for its Edamame-flavored potato chips is well-aligned with the premium snack market, particularly for international consumers. The product's competitive pricing on platforms like NapaJapan and Tokyo Treat makes it accessible to a broad audience. At the same time, the higher price at Saku Saku Mart may reflect additional costs or positioning as a niche item. Domestically, availability in mainstream Japanese retailers ensures affordability and wide distribution, reinforcing Calbee's commitment to blending traditional flavors with modern consumer demands and positioning the product strongly in local and global markets.