After months of selling its iconic potato chips in black-and-white packaging, Japanese snack giant Calbee is finally bringing colour back to its shelves as global supply conditions begin to improve.
The company announced that colourful packaging will gradually return to several of its best-selling products after disruptions caused by the conflict in the Middle East affected supplies of naphtha, a key ingredient used in producing coloured printing inks.
Most of the world’s naphtha is sourced from the Middle East and transported through the Strait of Hormuz, one of the world’s busiest shipping routes. Supply disruptions following the regional conflict forced Calbee earlier this year to replace the vibrant packaging of many of its popular snacks with plain black-and-white bags to conserve ink.
The move affected well-known favourites including Usushio (Light Salt), Consomme Punch, Norishio (Seaweed & Salt) potato chips, as well as Kappa Ebisen shrimp crackers and Furugura granola.
Although the situation has improved, Calbee said supplies have not yet fully returned to normal. As a result, only the front of the packaging will regain its full colour, while the back will remain mostly black and white with limited coloured sections.
The company explained that restoring colour to the front of the bags was a practical decision, making it easier for customers to recognise their favourite products on supermarket shelves.
The unusual packaging change attracted global attention, with many consumers surprised that geopolitical tensions and disruptions to international shipping could even affect something as ordinary as a packet of potato chips.
While some shoppers felt the monochrome bags stood out among brightly coloured snack packaging, others said they preferred the return of the familiar designs, arguing that colourful packaging better reflects the fun and enjoyment associated with snack foods.
Calbee expects the updated packaging to begin appearing in Japanese stores from 3 August for Kappa Ebisen, while the recoloured potato chip bags will be rolled out from 10 August or 24 August, depending on the flavour and package size.
