Calbee is updating the look of its 60-year-old Shrimp Chips line, giving the puffed seafood snack a brighter, more unified package that mirrors the brand’s global design language. The overhauled bags feature solid, high-contrast color blocks and an oversized red shrimp illustration, elements meant to draw shoppers’ eyes while retaining the Japanese identity that first made the chips a staple in Asian markets. The refresh accompanies two new flavors—zesty Chili Lime and umami-forward Roasted Seaweed—joining the existing Original, Sriracha Mayo, and Hot Garlic varieties.
First introduced in Japan in 1964, Shrimp Chips are made from wild-caught whole shrimp, wheat flour, and seasoning blends that bake into a light, airy crunch. Calbee began placing the snack in U.S. mainstream retailers such as Walmart, Target, and Costco in recent years, and the brand now reports it is the top-selling Asian salty-snack label in conventional American channels. Company executives say the updated packaging will help reinforce that momentum by giving each SKU a consistent shelf presence while still allowing the individual flavor colors to remain easily identifiable.
Calbee notes that the recipe remains unchanged despite the new look. All five flavors are gluten-free and contain no artificial colors. The Chili Lime edition combines shrimp with citrus and chili heat, whereas the Roasted Seaweed option layers toasted nori flavor over the base formula. Distribution of the redesigned bags is underway and will continue through the summer reset period at major grocery and club chains as well as Asian specialty stores.