Calbee and Fukushima City's First Collaborative Project Product Completed! "Potato Chips Natto x Asazuke Flavor" Combines Locally Loved Natto and Pickles

Calbee Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Makoto Ehara) will launch "Potato Chips Natto x Asazuke Flavor," a new product developed in its first collaboration with Fukushima City, in a limited quantity in the Tohoku region (Aomori Prefecture, Akita Prefecture, Miyagi Prefecture, Yamagata Prefecture, Fukushima Prefecture, Niigata Prefecture) starting July 6, 2026 (Mon).

[Background of Launch]

Calbee has been developing products in collaboration with prefectural and city governments, as well as leading local organizations and companies, with the aim of developing regional food culture and revitalizing local communities. In Fukushima Prefecture, a project to solve regional issues was launched in January 2022. To address the issue of young people moving away from sake consumption, the limited edition "Potato Chips Kaki Ajillo Flavor" for Fukushima Prefecture Junmai Sake was released in March 2023. Furthermore, in response to the challenges of "Fukushima residents' dietary habits" and "decreasing consumption of milk and dairy products," a tasting event was held to propose the best pairings of cereal and Fukushima-produced milk.

Amidst this, Fukushima City regained its position as the No. 1 city in Japan for natto consumption value in 2024, drawing attention as the "Town of Natto." However, there was a challenge in effectively promoting its "No. 1 love for natto" both within and outside the city. Therefore, in August 2025, the first collaborative project with Fukushima City, "New Product Development Project on Natto and Fukushima City," was launched, and workshops were held with local university students and restaurant operators in Fukushima City. From four natto flavor directions, "Natto + Tare/Pickled Cabbage Flavor" was decided, leading to the release of "Natto x Asazuke Flavor." (https://prtimes.jp/main/html/rd/p/000001754.000030525.html)

※ According to the 2025 Ministry of Internal Affairs and Communications Family Income and Expenditure Survey.

[Product Features]

● A rich flavor with the umami of natto and the tanginess of pickles.

● The packaging was conceived with local university students and restaurant operators in Fukushima City, featuring a design that incorporates regional perspectives and ideas. In addition to being a collaborative product with Fukushima City, it expresses a unique way of enjoying natto.

[Product Overview]

Product Name

Potato Chips Natto x Asazuke Flavor

Contents

53g

Price

Open (estimated price around 170 yen including tax)

Release Date

July 6, 2026 (Mon)

Sales Area

Supermarkets, drugstores, convenience stores, souvenir shops, etc., in the Tohoku region (Aomori Prefecture, Akita Prefecture, Miyagi Prefecture, Yamagata Prefecture, Fukushima Prefecture, Niigata Prefecture)

※ This is a limited quantity and will end once supplies are depleted.

※ It will also be available in Tochigi Prefecture and Ibaraki Prefecture at some chains.

※ The actual release date may vary slightly depending on the retailer.

※ Availability may vary by store, and products may be sold out.

Product Information Website: http://www.calbee.co.jp/nattouasaduke/

▲ Product Information Website

[Launch Commemorative X Campaign]

To commemorate the product launch, a "win on the spot" campaign will be held on the official Calbee PR Department X account (@calbee_PR).

Campaign Period: July 1, 2026 (Wed) 13:30 - July 5, 2026 (Sun) 23:59

Entry Requirements: Follow the official Calbee PR Department X account (@calbee_PR) and repost or quote the relevant post.

Prize: 1 case of "Potato Chips Natto x Asazuke Flavor" (12 bags)

Number of Winners: 30

[Product Trial Event at Hot Spring Facilities and Restaurants in Fukushima City]

Products will be offered as gifts, and arranged dishes using the product will be served at participating stores.

Event Period: July 1, 2026 (Wed) - until supplies last

Participating Stores: Otome Yuryo, Harumiya Ryokan, New Ogiya, Tsuchiyu Bettei Sato no Yu, Suriagei Ohtori, Iizaka Onsen Momo Matsuri Executive Committee (Venue: Former Horikiri Residence and around Sabako-yu), Takumi no Kokoro Yoshikawaya, Public School Mutual Aid Association Iizaka Recreation Center Azumaso, Saiya Yuzaemon, Horieya Ryokan, Ajidokoro Higashi Honten, Zui Hanashibe, ROYCAFE, Espoir, Gyutan Yaki Rokumonsen, Shokusai Hitokuchi, Okaasan Shokudo, Omoya Tasuichi, Matsuzaki Fish Shop, Okonomiyaki Kacchan, Bisyokakou Koryori Den'emon, Fukushima City Tourism Development Co., Ltd., Michi no Eki Tsuchiyu Tsuchiyu Road Park, Fukushima Social and Food and Beverage Industry Association.

※ The event period may vary by store.

※ Changes or cancellations may occur without prior notice.

▲ Image of a hot spring town