Available in two flavors — Dashi Soy Sauce and Wasabi Salt — the product will be sold in limited quantities until stocks last.
Calbee Expands Sustainable Innovation with “Noriyan”
Calbee processes approximately 371,000 tons of potatoes annually (about 19% of Japan’s total domestic production). In its factories, large quantities of potato starch are generated during the manufacturing of potato chips and “Jagarico.”
Recognizing the potential of this underutilized resource, the R&D team began developing a new material that could mimic the texture and experience of nori (seaweed).
The result is “Noriyan” — a crisp, thin sheet snack that recreates the feel of seaweed without using any marine ingredients.
Background: How a Young Employee’s Idea Became Reality
Kudo proposed transforming unused potato starch into a seaweed substitute. Among 81 proposals submitted to the first Innovation & Beyond Festa, “Noriyan” won the grand prize.
Development was far from easy. Unlike seaweed, potato starch does not naturally form thin, flexible sheets.
Over two years and more than 2,000 prototypes, the team worked to:
Create a sheet that bends like seaweed
Achieve the signature “snap” when breaking
Reproduce the savory satisfaction typical of nori snacks
Their persistence led to the final product — a unique “potato-based seaweed” experience.
What Is “Noriyan”? Product Features and Flavor Profiles
Two Flavors
1. Dashi Soy Sauce (Pink packaging)
A comforting Japanese flavor made with bonito, scallop, and kelp — one of Calbee’s most beloved seasoning profiles.
2. Wasabi Salt (Green packaging)
Inspired by the sharp, satisfying taste of “Hard-Cut Potato Chips,” perfect as a snack or with drinks.
Packaging
Small, resealable pouch
Designed to show clearly that it is made from potatoes
Portable and convenient for snacking anytime
Innovation & Beyond Festa: Driving Calbee’s Future Vision
Winning ideas receive structured support toward commercialization — embodying Calbee’s 2030 vision, “Next Calbee & Beyond.”
“Noriyan” symbolizes Calbee’s commitment to:
Upcycling unused resources
Reducing environmental impact
Creating enjoyable snacks that align with future sustainability needs
Related Articles
Matsukiyo Cocokara to release functional water “matsukiyo LAB HMPA Water” with visceral fat reduction function on January 31st
On January 31st, Matsumotokiyo Cocokara & Company (Tokyo) will release "matsukiyo LAB HMPA * Formulated Water," a functional food containing ingredients derived from rice bran, from its original healthcare brand "matsukiyo LAB," at Matsumotokiyoshi Group and...
Nissin Foods to release “Complete Meal Mystery Meat Bowl” on December 8th. “Mystery Meat Bowl” recreated as a “Complete Meal.”
Nissin Foods (Tokyo) will release the "Complete Meal Mystery Meat Bowl" nationwide on December 8th. "Kanzen Meshi" is a brand that pursues a balance of deliciousness and 33 types of nutrients *1 , including vitamins and minerals set out in the "Japanese Dietary...
Water Innovation from Suntory : TOKUSUI
Tokusui — Suntory’s New Challenge to Turn Everyday Water into Functional Wellness 1. What Is “Tokusui”? “Tokusui” (literally “Special Water”) is a functional beverage launched nationwide in Japan by Suntory Foods International in October 2025. It represents the first...