Calbee America Shrimp Chips launches new packaging and flavours

For 60 years, Calbee Shrimp Chips have excited taste buds in Asian markets thanks to the evocative and authentic Japanese experience that comes with every perfectly crunchy bite. Today, the heritage brand is getting a modern, yet authentic packaging refresh designed to better align with its global counterparts and standout on shelves. Bright, bold colours and a red shrimp graphic front and centre carry across the full savoury lineup, which includes new zesty Chili Lime and umami-packed Roasted Seaweed, along with top-selling Original, spicy Sriracha Mayo, and balanced Hot Garlic.

Since expanding into conventional retailers including Walmart, Target and Costco, the Shrimp Chips have built a loyal following and become the number one Asian Salty Snack Brand in US mainstream channels. With strong Japanese roots and a recipe that transcends generations, the light, airy and extra crispy puffed snacks are made with wild-caught, whole shrimp, wheat flour, and a vibrant blend of spices.

Melanie Plaz, Calbee’s VP of marketing, commented: “Asian families have passed down their love of Calbee Shrimp Chips to their children and communities for six decades and counting. With every crunch, people are embracing both crave-worthy flavour and the opportunity to learn about Japanese culture through food. To celebrate this snacking tradition and drive engagement, Calbee America will give away a trip to Japan, along with a year’s supply of product to 50 people and a month’s supply to 100 people. Follow @calbeeusa for details.”

Calbee Shrimp Chips are sold at stores across the country for an SRP of $2.99 to $3.99 per bag. The new packaging is now rolling into retail stores.