Around for six decades, Calbee’s Shrimp Chips are getting a packaging refresh designed to better align with its global counterparts and enhance shelf appeal. The company announces that bright, bold colors and a red shrimp graphic will appear across the lineup, which includes Original, Sriracha Mayo, and Hot Garlic, plus new zesty Chili Lime and umami-packed Roasted Seaweed.

Since expanding into conventional retailers including Walmart, Target, and Costco, Shrimp Chips reportedly have built a loyal following and become the No. 1 Asian salty snack brand in U.S. mainstream channels. The puffed snacks are made with wild-caught, whole shrimp, wheat flour, and a blend of spices. According to the maker, the texture is light, airy, and extra crispy thanks to its steam and knead manufacturing process. 

Melanie Plaz, Calbee’s VP of marketing, says, “Asian families have passed down their love of Calbee Shrimp Chips to their children and communities for six decades and counting. Today, with distribution continuing to grow, new adventurous snackers are joining in the tradition and embracing the opportunity to learn about Japanese culture through food.” 

The Calbee Shrimp Chips lineup in its new packaging is currently rolling into retail stores. 

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