Calbee Inc., a major manufacturer of potato chips, cereal, and other convenience-store staples, said Wednesday that the change will take effect May 25. The company noted that while the exterior of the packages is changing, the snacks themselves remain exactly the same.
The packaging shift is a direct consequence of the war in Iran and the subsequent closure of the Strait of Hormuz, a critical global shipping corridor. The conflict has driven up prices and created severe shortages of crude oil and refined petroleum products. Japan, which relies on imports for nearly all of its oil, has seen industrial manufacturers scramble as supply lines tighten.
The most immediate industrial casualty for companies like Calbee is a squeeze on naphtha, a volatile, flammable liquid derived from petroleum that serves as a foundational ingredient for manufacturing plastics and printing colored inks. While the Japanese government has moved to reassure the public by pointing to the nation’s strategic oil reserves, consumer goods producers are adjusting their physical operations to cope with the shortage of specialized derivatives.
The adjustment will drastically alter the appearance of some of Japan’s most recognizable snacks. Calbee’s lightly salted “usu shio” chips, which are typically sold in a bright-orange bag featuring a photograph of yellow potato chips alongside a colorfully illustrated potato-man mascot wearing a hat, will strip away all color. The new design utilizes only monochrome lettering to convey product information.
“This measure is intended to help maintain a stable supply of products,” Calbee said in a statement this week. The company emphasized that the measure limits ink colors to just two, a necessary pivot to remain agile in response to rapidly changing geopolitical conditions. The company also noted the duration of the monochrome packaging remains unclear and will depend entirely on how long the supply constraints persist. Products sold domestically, as well as those exported to the United States, China, and Australia, will all carry the new simplified branding.
The visual austerity on convenience store shelves comes just months after the company outlined an optimistic path forward. In March, Calbee announced an ambitious growth strategy aimed at expanding its domestic and international footprint, citing strong demand for its snack portfolio.
Founded in 1949, the Calbee group employs more than 5,000 people and produces a wide array of items beyond the affected potato and shrimp chips (“kappa ebisen”).
“Calbee will continue to respond flexibly and promptly to changes in its operating environment, including geopolitical risks, and remains committed to maintaining a stable supply of safe, high-quality products,” the company said. “We ask for your understanding.”