Japan’s biggest snack maker is changing its iconic chip bags because of a growing global crisis

Known for their unique flavors and vibrant designs, Japanese snacks are coveted around the world. But now, thanks to geopolitical tensions, one of Japan’s biggest snack makers is deciding to dial back its vibrant packaging, at least temporarily.

Tokyo-based snack company Calbee announced Tuesday a creative response to supply chain disruptions caused by the blockade in the Strait of Hormuz—taking its brightly colored packaging and turning it monochrome.

According to a statement issued by the company, Calbee will temporarily convert its colorful packaging to grayscale, for 14 product variants of their Potato Chips, Kappa Ebisen, and Frugra snacks. Buyers can expect to see the newly introduced temporary packaging starting the week of May 25.

“Calbee will continue to respond flexibly and promptly to changes in its operating environment, including geopolitical risks, and remains committed to maintaining a stable supply of safe, high‑quality products,” the company said in its statement. “We ask for your understanding and continued support.”

The measure is a response to “supply instability affecting certain raw materials amid ongoing tensions in the Middle East,” the company said. “This measure is intended to help maintain a stable supply of products.”

Reports suggest the decision follows disruptions to naphtha, a crude oil derivative used for packaging and printer ink, of which Japan imports around 40% of its needs from the Middle East.

Government officials have reassured the public about the nation’s supply, including boosting domestic production and importing from other producers like the US, Peru, and Algeria.

“Adequate supplies of the naphtha ink ingredient have been secured for important functions in Japan. We are working with major corporations to ensure naphtha is imported by routes other than through the strait of Hormuz,” Japanese government spokesperson Kei Sato told reporters on Tuesday. 

The potato chip maker is not the only company affected by the ongoing disruptions. Notably, airlines around the world are struggling to keep up with rising fuel costs, which is trickling down to surging prices for air travel.

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