Calbee will change the packaging of 14 products, including potato chips, to black and white starting in late May [1].
The move highlights how geopolitical instability in the Middle East is directly impacting consumer goods and supply chains in Japan. By removing color from its packaging, the company aims to mitigate the effects of rising costs and price inflation.
According to the company, the decision follows unstable ink procurement caused by the situation in Iran [1]. The conflict has contributed to a volatile economic environment where crude oil futures have surpassed 100 dollars [2]. These pressures are compounded by currency fluctuations, with the dollar-yen exchange rate expected to range between 156.50 and 157.50 yen [3].
The shift to monochrome packaging is a strategic response to avoid passing further cost increases onto consumers through price hikes. The transition will be implemented sequentially starting in late May 2026 [4].
The broader diplomatic tension continues to fuel market uncertainty. CNN reporter Stout said that an immediate end to the conflict can no longer be expected. Stout said that President Trump expressed strong dissatisfaction after reading a response from Iran on the 10th, stating, "I read the response from the 'representative' and I don't like it. It is completely unacceptable" [5].
Calbee is one of Japan's largest snack manufacturers. The company is utilizing this packaging change as a buffer against the unpredictability of raw material costs and the escalating price of industrial inks used in high-volume food production [1].
“Calbee will change the packaging of 14 products, including potato chips, to black and white”
This decision by Calbee serves as a visible indicator of 'shrinkflation' or cost-cutting measures becoming more extreme. When a major brand strips the visual identity from its packaging to offset supply chain disruptions, it suggests that the volatility of raw material costs—linked here to oil and geopolitical conflict—has reached a point where traditional pricing strategies are no longer sufficient to maintain margins.
