Japanese company launches toast and milk-flavoured crisps

Japanese snack manufacturer Koikeya has introduced two new crisp flavours, as it seeks to make the snack food a part of consumers’ breakfast routine.

The toast-flavoured crisps are designed to taste and smell like lightly grilled bread and contain butter made in Hokkaido, in northern Japan. The milk-flavoured crisps, meanwhile, smell and taste like dairy and are fortified with extra calcium.

The innovation extends the Tokyo-based company’s tradition of experimenting with quirky flavours; it has previously introduced strawberry shortcake and green tea variants, and last June unveiled a steak sandwich potato crisp with flavours of Wagyu beef, soy sauce, wasabi and soft bread.

Koikeya had already introduced crisp flavours designed to be eaten at breakfast-time, but it’s latest launches will bolster its offering in the breakfast foods category and pair perfectly together for a classic morning combination.

It wants to make crisps the “fourth breakfast” after bread, rice and granola.