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A new player in the snack market, Rewind, has launched an unconventional product: 9-volt battery-flavoured corn chips. This innovative offering aims to capitalise on nostalgic consumer experiences while introducing a unique flavour profile to the snack aisle.

Rewind’s 9-volt battery chips, which use a blend of citric acid, sodium bicarbonate and mineral salts, are designed to replicate the metallic tang and slight buzz reminiscent of touching a 9-volt battery.

This unusual flavour choice taps into a quirky cultural reference, appealing to consumers' sense of nostalgia for childhood experiences.

Currently available in the Netherlands, Rewind plans to expand into other European markets shortly. The brand’s product line-up also includes more traditional flavours such as Cheese & Onion, Tangy Sriracha, Creamy Paprika and BBQ & Honey, all priced at approximately €1.89 per bag.

Mattias Larsson, a chef and flavourist involved in the product development, noted that the 9-volt flavour was a unique challenge. “We aimed to create a tongue-tingling effect while maintaining a taste that sparks curiosity,” he explained. The resulting product is described as surprisingly palatable, despite its unconventional inspiration.

Antti Lauronen, head of creative and design at Paulig, highlight the brand's focus on nostalgia. “This launch embodies a shared memory from the 90s, transforming it into a snackable experience,” he said. The company aims to balance novelty with familiar flavours to attract a wide range of consumers.

While the 9-volt battery flavoured chips are intended as a novelty item, Rewind assures consumers that the product is entirely safe and food-grade, containing no actual battery components. The brand advises against any attempts to replicate the experience of licking a battery, highlighting the importance of responsible consumption.

As the snack industry continues to explore bold and innovative flavour profiles, Rewind's entry could signal a growing trend toward experiential and nostalgic products in the food and beverage sector. Industry stakeholders will be monitoring consumer response to this unusual offering as it rolls out in retail locations, including AH, Jumbo, Plus, Hoogvliet and PicNic.

With its distinctive approach to snacking, Rewind aims to carve out a niche in a competitive market, blending creativity with familiar tastes to engage consumers looking for something new and memorable.