Calbee America, a US division of Japan's snack company Calbee, has announced a modern packaging refresh for its Shrimp Chips to better align with its global counterparts and stand out on shelves.

This update comes as the brand continues to build a loyal following in mainstream US channels, including Walmart, Target, and Costco.

The new packaging features bright, bold colours with a red shrimp graphic, consistent across the savoury lineup.

This includes new flavours such as the zesty Chili Lime and umami-rich Roasted Seaweed, in addition to the Original, Sriracha Mayo, and Hot Garlic variants.

The refreshed packaging aims to reflect the brand's Japanese heritage.

The puffed snacks are made with wild-caught, whole shrimp, wheat flour, and a blend of spices.

The company said the new packaging for Shrimp Chips is now making its way into stores across the country.

Calbee marketing VP Melanie Plaz said: "Asian families have passed down their love of Calbee Shrimp Chips to their children and communities for six decades and counting. With every crunch, people are embracing both crave-worthy flavour and the opportunity to learn about Japanese culture through food.

"To celebrate this snacking tradition and drive engagement, Calbee America will give away a trip to Japan, along with a year's supply of product to 50 people and a month's supply to 100 people."

The company revealed new packaging for the JagaRico crisp lineup in December 2024.