Jagariko (english ver)

Jagariko is a snack made mainly from potatoes, manufactured and sold by Calbee, Inc., a Japanese company. Since its launch in 1995, it has been extremely popular both domestically in Japan and abroad. Jagariko is a stick-shaped snack made by molding and frying a potato paste, available in a variety of flavors. Basic flavors include salad, cheese, potato butter, and cod roe butter, but there are also numerous seasonal and regional flavors.

Unlike typical potato chips, Jagariko has a unique texture, with a distinctively crunchy bite. Additionally, it comes in a cup-shaped container, which makes it easy to carry around, and the fact that it can be eaten without getting one’s hands dirty is one of the reasons for its popularity.

Not only in Japan, but Jagariko also has many fans overseas, and its popularity continues to grow. Therefore, Calbee is actively expanding Jagariko’s presence abroad, and it is sold in markets such as Asia and North America.

History of Jagariko

1995: Jagariko was developed as a new snack product by Calbee and was launched on October 23, 1995. Initially, two flavors, consommé and salad, were offered. These flavors are still popular and are considered classics. October 23rd is designated as ‘Jagariko Day’.
Late 1990s – 2000s: As Jagariko gained popularity, a variety of flavors were launched. This includes seasonal and region-specific flavors. The package design and shape also evolved over time.
Mid 2000s and beyond: Jagariko rapidly gained popularity both in Japan and overseas, and began to be sold in many countries and regions. As a result, Calbee became more proactive in its overseas expansion of Jagariko, which is now sold in markets such as Asia and North America.
Present: Jagariko continues to be loved by many for its unique texture and variety of flavors. In addition to the classic flavors, a wide range of seasonal, regional, and collaborative limited-edition flavors are constantly being introduced, continually increasing the variety.

The history of Jagariko shows that Calbee’s unique technology and marketing strategies have combined to maintain high popularity both domestically and overseas. There are expectations for the introduction of new flavors and initiatives in the future.

Jagariko Birth Secret Story

The development of Jagariko began in 1992 when Calbee established a marketing team and began to focus on market research. Calbee formulated a mid-term management plan spanning five years, with ‘product policy and business development’ as one of its pillars. This led to the initiation of the Jagariko project.

The approach was not centred around pre-existing products, but aimed at developing offerings that catered to the needs of customers. At that time, there was a significant influence of the ‘high school girl’ trend on all age groups. Thus, high school girls were selected as the target demographic, with the goal of creating a product that would enjoy long-term popularity. The development team researched what these girls sought in snack foods, formulated a product concept based on these results, and established the direction for development.

The concept sheet presented a box-shaped packaging form, easy for high school girls to carry in their bags. Several deliberations were also made regarding the flavours, and ultimately, salad and cheese were developed. The cheese flavour was something the development team wanted, while the salad flavour emerged as a demand from customers revealed through the research. For ingredients to put in the salad-flavoured snack, familiar options like parsley and carrots were considered, along with corn. However, corn was eventually not selected due to its lack of visibility as it had the same yellow colour as potatoes and also due to cost considerations.

After a series of improvements in packaging, texture, and size, the test sale of ‘Jaga Stick’, the predecessor of Jagariko, was launched exclusively in convenience stores in February 1994. Initially, it was sold in only 14 stores, but the box-shaped packaging of ‘Jaga Stick’ had the advantage of securing a new sales space.

At the time, all of Calbee’s products were bagged, leading to a situation where Calbee’s own products were competing for shelf space. On the other hand, with the exception of a few popular items, there were hardly any boxed snacks available. Hence, there was a demand for a product that could penetrate the sales space of boxed snacks.

The initial ‘Jaga Stick’ had the drawback of easily breaking due to the length of the sticks. Therefore, adjustments were made to the length of the sticks, and their square cylindrical shape was changed to a round cylindrical shape, eliminating any discomfort from the corners and improving ease of eating. This improvement led to the birth of the current shape of ‘Jagari-ko’.

The shift in the stick length served as an opportunity to change the packaging from the original box-type to a cup-type. The cup-type packaging offered several advantages over the box-type. For instance, the omission of the inner bag made it easy to open in one go, adding to its appeal.

Despite not advertising at all, the ‘Jaga-Stick’, which was in test sales, maintained a steady sales volume. After numerous trials and improvements, ‘Jaga-Stick’ was renewed as ‘Jagari-ko’. The sale of ‘Jagari-ko’ then commenced in the Niigata region on October 23, 1995.

The unique texture

The texture of ‘Jagarico’ is unique and differs from traditional potato chips. There were opposing opinions within the company regarding this distinctive texture. There were views such as ‘Hard products do not sell well’, and feedback like ‘It’s hard, the flavor is light’ was received from those who sampled the pre-launch product, which nearly shook the confidence of the development team. However, they believed that the hardness was a unique charm and that it would be accepted in Japan, a country with a culture of rice crackers.

Various flavors

• Salad

Featuring carrots and parsley kneaded in, the refreshing Salad flavor lets you taste the natural goodness of the ingredients themselves.

• Large size salad

A refreshing salad flavor with the natural goodness of carrots and parsley blended in. The length is approximately 120% of the regular size.

• Cheese

Using our unique method, you can enjoy a delightful texture of “crispy at first, then crunchy” sensation. We kneaded Cheddar and Camembert cheese into steamed sweet potatoes. You can savor the richness of the cheese and its mild aftertaste. The secret touch of vinegar enhances the flavor of the cheese.

• Large size Cheese

Our unique production method offers a delightful texture of “crispy at first, then crunchy.” We steam the sweet potatoes to achieve a soft texture, and they are mixed with cheddar and camembert cheese. You can enjoy the rich flavor of the cheese with a mild aftertaste. The addition of a hint of vinegar enhances the cheese’s taste. Moreover, the length of these snacks is approximately 120% of the regular size.

• Buttered Potatoes

It has a delicious flavor that combines the taste of potatoes with rich butter. We have enhanced the buttery goodness for an even more delicious taste. Now available with a renewed recipe featuring Hokkaido butter.

• Tarako Butter

It is a flavorful and rich taste where the umami of tarako is enhanced by butter. It contains fine granules of tarako powder.

• Spicy Cod Roe Cheese Monjayaki Flavor, Large Size

Flavorful and Crispy, the Enjoyable Taste of Savory Sauce Combined with Spicy Cod Roe and Cheese. Jagariko with Visible Ingredients of Cod Roe, Cheese, and Cabbage on Each Stick, Providing Visual Delight as well as Deliciousness. Length is Approximately 120% of Regular Size. *Available Only at Convenience Stores.

• Kyushu Soy Sauce Flavor (Limited Edition)

You can enjoy the unique flavor and sweetness of Kyushu soy sauce combined with the savory taste of chicken.

• Spicy Chili Oil Chicken Flavor (Limited Edition)

“Jagariko” goes Chinese!? What an interesting combination! This flavor features a rich and flavorful taste with a spicy sauce made with chili oil, Sichuan peppercorns, and aromatic spices poured over savory chicken. Thanks to Jagariko’s unique production method, you can enjoy a deep and authentic Chinese flavor.

• Plum Flavor (Limited Edition)