[Best before: 30/09/26. Please note that you can still consume products past the best before date, as it is not the expiry date]
Yaokin Umaibo transcends the category of a simple snack to become a cultural phenomenon. Known as the "delicious stick," this iconic cylinder-shaped corn puff has been a beloved staple of Japanese snack culture since 1979. Each stick delivers an impossibly light, airy crunch that defies standard snack expectations. With a vast array of unique, regionally-inspired flavours—ranging from rich Tonkatsu Sauce and creamy Corn Potage to savoury Osaka-style Takoyaki and tangy Shrimp Mayonnaise—Umaibo offers an accessible, high-impact taste experience. Perfect for those seeking an authentic bite of Japan, these sticks provide a satisfying, savoury profile that fits into any social setting or personal snack cupboard.
Why You Will Love It:
What is Umaibo?
Umaibo is a classic Japanese puffed corn snack, first introduced in 1979. The name translates to "delicious stick," referring to its signature cylindrical shape and light, airy crunch that has made it a cultural staple in Japan for decades.
Are there many different Umaibo flavours?
Yes. Umaibo is famous for its wide variety of unique flavours. From savoury options like Tonkatsu Sauce and Osaka-style Takoyaki to comfort-food profiles like Corn Potage and Shrimp Mayonnaise, there is a specific flavour profile to suit every preference.
What makes the texture of Umaibo unique?
The texture is achieved through a specific aerated extrusion process, resulting in a puff that is remarkably light and airy. It provides a satisfying crunch that feels much lighter than traditional potato-based crisps, making it easier to enjoy multiple flavours.
Is Umaibo suitable for sharing at parties?
Absolutely. Because each Umaibo is individually wrapped, they are an excellent, hygienic choice for social gatherings. Their compact size and variety allow guests to pick and choose their favourite flavours from a selection.
How can I keep Umaibo fresh?
Umaibo are designed for individual consumption and should be kept in a cool, dry place. Once opened, they are best enjoyed immediately to preserve the signature airy crunch and the integrity of the seasoning coating.
Is Umaibo considered an international snack?
Yes. While it is a Japanese domestic classic, it has gained a massive global following among international snack enthusiasts. They are highly sought after by those looking to experience authentic regional Japanese tastes that are not commonly found in local British shops.
[Corn Potage] Maize (Usa, Produced and Distributed under a Segregated Management System), Vegetable Oil, Sugars (Glucose, Sugar), Dairy Products, Breadcrumbs, Salt, Maize Powder, Spices, Yeast Extract Powder, Seasoning Powder / Flavourings (Amino Acids, Etc.), Flavourings, Sweetener (Sucralose) (ALLERGENS: WHEAT, DAIRY, SOY, SESAME)
[Shrimp Mayonnaise] Maize (Usa, Subject to Segregated Production and Distribution Management), Vegetable Oil, Sugars (Glucose, Sugar), Mayonnaise Seasoning, Prawn Powder, Spices, Hydrolysed Protein, Breadcrumbs, Yeast Extract Powder, Salt / Flavourings (Amino Acids, Etc.), Flavourings, Acidifiers, Sweeteners (Sucralose) (ALLERGENS: WHEAT, EGG, DAIRY, CRUSTACEAN, SOY)
[Takoyaki] Maize (Usa, Subject to Segregated Production and Distribution Management), Vegetable Oil, Sauce, Sugars (Sugar, Glucose), Wheat Flour, Spices, Green Vegetables, Pickled Red Ginger, Bonito Extract, Skimmed Milk Powder, Seafood Extract Powder, Salt, Beef Powder, Egg Yolk Powder / Flavourings (Amino Acids, Etc.), Acidifiers, Caramel Colouring, Antioxidant (Extracted Vitamin E), Flavourings, Sweetener (Sucralose), (ALLERGENS: WHEAT, DAIRY, EGG, SOY)
[Tonkatsu] Maize (Usa, Produced and Distributed under a Segregated Management System), Vegetable Oil, Sauce Powder, Sugars (Sugar, Glucose), Breadcrumbs, Spices, Hydrolysed Protein, Tomato Powder, Salt, Bonito Powder / Flavourings (Amino Acids, Etc.), Caramel Colouring, Acidifiers, Sweetener (Sucralose) (ALLERGENS: DAIRY, WHEAT, SOY)
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