Calbee Co., Ltd. will change the packaging of several potato chip varieties to a black-and-white monotone design starting May 25 [1].
This move signals the severe impact of raw material price volatility on consumer goods, as one of Japan's largest snack manufacturers strips away its iconic branding to maintain production. The shift affects widely recognized products, including the "Salt" and "Consomme Punch" flavors [1].
The company said the decision follows the rising cost of naphtha, a petroleum derivative. This price surge has made the procurement of printing inks unstable, forcing the company to reduce the number of colors used on its packaging to cut costs [1].
A representative said the procurement of printing inks has become unstable, leading the company to change the colors used on packages to only black and white [1]. The transition will be implemented sequentially for all target products shipped to retail stores across Japan starting May 25 [1].
Beyond the visual changes to existing lines, the supply chain instability has affected product development. Calbee said it has canceled the launch of a "Sour Cream" flavored product that was originally scheduled for release in July 2026 [1].
The company's decision to move to a two-color system reflects a drastic measure to mitigate the financial pressure of fluctuating oil prices. By eliminating multi-color printing, Calbee aims to stabilize its supply chain, and avoid further disruptions in the availability of its core product lines [1].
“the procurement of printing inks has become unstable, leading the company to change the colors used on packages to only black and white”
This shift highlights a growing trend of 'shrinkflation' or 'skimpflation' where companies reduce product quality or branding elements to offset rising overhead. By stripping the visual identity from its packaging, Calbee is prioritizing operational continuity over marketing, suggesting that the volatility of naphtha prices is significant enough to outweigh the potential loss in shelf appeal.
