All About Japan

Potato Chips—Part of a Complete Breakfast

Food & Drink American

Japanese snack-food maker Koikeya is making a name for itself as one of the country’s leading producers of strangely flavored potato chips. From strawberry shortcake to Japanese mikan mandarin oranges and even green tea, the company is so intent on keeping our taste buds entertained with bizarre flavors that they’re now marketing the humble chip as the “fourth breakfast” food after bread, rice and granola. Their first foray into the morning meal market began in 2015 with banana and peach, two fruit-flavored crisps designed to be eaten in place of breakfast. Now, they’re back with two new offerings featuring more traditional breakfast flavors: toast and milk.

The toast-flavored chips contain a generous serving of Hokkaido-made butter and are said to have all the same delicious flavors and aromas of lightly grilled bread. The milk-flavored chips, meanwhile, not only smell and taste like dairy, they’re also fortified with extra calcium, making for a nutritious morning snack.

With no other competitors in the morning chip market as of this writing, Koikeya have certainly found a creative niche in which to market their unusual wares. Whether or not the chips will actually make it to breakfast table will be revealed once they go on sale around the country on May 30.

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