An Irresistible Crunchy Texture! The Perfect Limited-Time Flavor for the Hot Summer: 'Umaika Plum Bonito Flavor'
Natori Co., Ltd. will release its new limited-time product, 'Umaika Plum Bonito Flavor,' starting Monday, April 20th. This snack is perfect for the hot summer, featuring a satisfyingly crunchy texture and a refreshing plum and bonito taste, catering to the growing demand for fried snacks.
📋 Article Processing Timeline
- 📰 Published: April 9, 2026 at 01:08
- 🔍 Collected: April 8, 2026 at 16:30
- 🤖 AI Analyzed: April 20, 2026 at 14:27 (285h 57m after Collected)
Natori Co., Ltd. (Headquarters: Kita-ku, Tokyo; Chairman and President: Saburo Natori) will launch the new 'Umaika Plum Bonito Flavor' for a limited time starting Monday, April 20th.
■ Development Background
In recent years, the fried food category has been expanding in the snack section. Amidst rising frugality due to price hikes from increased raw material costs, products with a sense of volume and affordability are being favored, leading to higher demand for satisfying fried snacks.
Our 'Umaika' series has also seen sales growth against this market backdrop. The series' characteristic light and crunchy texture has been highly praised for the satisfying sound and mouthfeel, which helps relieve stress.
Furthermore, as appetites tend to decrease during the hot season, the popularity of refreshing 'plum' flavors increases. Given the high demand for it as a limited-time flavor, we combined the series' features of 'satisfying volume' and 'crunchy texture' with the seasonal taste of plum. We developed this product to appeal not only to existing users but also to new customers.
■ Product Features
▹ Satisfying 'Crunchy Texture'
By frying a dough infused with squid, we achieved a firm, crunchy texture. It's satisfying, yet you can't stop reaching for more.
▹ Appetizing, Refreshing Flavor
By combining the crunchy dough with the refreshing flavor of plum and the umami of squid and bonito, we have created a deep flavor that unfolds the more you eat.
■ Comment from the Product Developer
Q. What are the key points you focused on?
We focused on the 'crunchy texture' that provides a pleasant sound and satisfying mouthfeel with every bite. Also, by layering the umami of squid and bonito onto the refreshing plum flavor, we've achieved an addictive taste. The moderate acidity of the plum whets the appetite, finishing with a clean aftertaste that is easy to eat even in the hot season.
Q. Do you have any recommended recipe arrangements?
Topping ochazuke (rice with tea) with finely crushed 'Umaika Plum Bonito Flavor' releases a refreshing plum aroma, allowing you to enjoy it as a uniquely different dish.
