Calbee Co., Ltd. has unveiled a refreshed packaging design for its Crisp molded potato chips, making the brand easier to identify on store shelves while reinforcing its modern, premium image. The updated designs will be introduced nationwide in Japan from the week of 27 July 2026 for three popular varieties: Savory Salt, Beef Consommé, and Black Pepper.
The redesign features a larger and more prominent Crisp logo, richer background colours, and simplified graphics that highlight the product’s distinctive molded potato chips. The new look aims to improve shelf visibility and help consumers quickly identify the brand in increasingly competitive snack aisles.
Originally launched in 2016 as Potato Chips Crisp, the brand was relaunched in 2024 with flexible bag packaging, replacing its original cylindrical container. The transition reduced packaging material usage by approximately 80%, contributing to resource conservation while also enabling seasoning to be applied evenly on both sides of each chip for improved flavour consistency.
Calbee’s molded potato chips are produced from dried potatoes made from mashed potatoes, delivering a signature crispy texture. Since 2025, selected packs have also included a randomly inserted star-shaped Crisp, adding an element of surprise for consumers.
The refreshed packaging reflects Calbee’s ongoing efforts to strengthen brand recognition while maintaining the product’s quality, convenience, and sustainability benefits.
The three 45g varieties—Savory Salt, Beef Consommé, and Black Pepper—will be rolled out progressively across Japan from late July 2026. Retail availability may vary by location.
