Seaweed snack innovation from Calbee Noriyan , alternative seaweed.

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

Source: Calbee press release November 5th 2025