Calbee Co., Ltd. is transitioning select product packaging to a black-and-white design with only the front surface remaining in color [1], [2].
The move highlights how geopolitical instability in the Middle East can disrupt the global supply chain for basic industrial materials, affecting consumer goods in Japan.
The company began rolling out the new designs for shipments starting July 25, 2024 [3], with products appearing on supermarket shelves across Japan in late July 2024 [2], [4]. The change was prompted by the unstable supply of naphtha, a critical raw material used in the production of printing inks [2], [4].
Reports on the scale of the transition vary. One source said that six products, including the company's salt-flavored potato chips and Kappa Ebisen, are affected [1]. Another report said that a total of 14 products will undergo the packaging change [2].
By limiting color printing to the front of the package, Calbee aims to maintain brand visibility while reducing the volume of ink required for production. The company shifted to this model as color printing became increasingly difficult to sustain amid the raw material shortages [2], [4].
Retailers in Tokyo and other urban centers have already begun stocking the modified bags. The company said it has not specified a date for when the original full-color packaging will return, as the transition depends on the stabilization of the naphtha supply chain [2], [4].
“Calbee is transitioning select product packaging to a black-and-white design”
This shift demonstrates the vulnerability of the 'just-in-time' manufacturing model to regional conflicts. Because naphtha is a petroleum derivative, the snack company's inability to source ink reflects a broader economic ripple effect where Middle East tensions translate directly into visible changes on retail shelves in East Asia.
