Flavorless candy

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Flavorless candy is a Japanese candy designed to have no flavor. [1]

Japan has a long-standing history of creating products with unique flavors. [2] Lawson, a large Japanese convenience store chain, tested several tasteless candies. [3] One product that was developed by candy company Kanro and subsequently launched in 2022 was called Aji no Shinai? Ame (Japanese : 味のしない?飴; translated as "Tasteless? Candy"). [1] [2] [3] [4] When it was released, one bag that contained seven pieces of candy cost 189 yen, the equivalent of about US$1.29 at the time. [2] [3]

Only two ingredients were listed: synthetic sugar substitute polydextrose and organic sugar substitute erythritol. [2] [3]

Although marketed as flavorless, some testers stated there was a very subtle sweetness and aroma of a dilute sports drink. [2] [3] [4]

Due to the COVID-19 pandemic, there was an increased demand for lozenges used for dry mouths while wearing face masks. [5] However, some people did not want the sweetness or flavors that were associated with the existed cough drops. [1] [5] It was designed by Kanro with the purpose to keep the mouth moist without causing a sugary exhalation while wearing a facemask. [4] The flavorless candy went on general sale on July 11, 2022. [5] Subsequently, the concept went viral on social media. [5]

It was initially a temporary product. [6] In October to November 2022, Lawson held a vote of seven trial products, with the top three becoming permanent products. [2] [4] Aji no Shinai? Ame was the top choice, and it subsequently became a permanent product. [4]

According to Lawson's marketing data, the candy was particularly popular with teenagers, women in their 20s, and pregnant women who experienced morning sickness. [1]

Due to the popularity of Aji no Shinai? Ame, an increased demand developed for a chewing gum version. [7] As a result, Lawson approached the company Lotte to develop such a product. [7] After six months of development, Ajinoshina? Gum (translated as "No Taste? Gum") was released on November 7, 2022. [7] At the time, one bag cost 148 yen or US$0.98. [7]

On March 18, 2024, Morinaga & Company launched a flavorless variety of Hi-Chew called Sono Manma-aji or "Just As It Is Flavor". [8]

References

  1. 1 2 3 4 Ueno, Hisako; Ives, Mike (2023-08-11). "A Japanese Candy Tasted Like Nothing. Why Do People Miss It?". The New York Times. Archived from the original on 2024-01-17. Retrieved 2024-01-17.
  2. 1 2 3 4 5 6 "Tasteless candy on sale at Lawson convenience stores". Japan Today. 2022-10-30. Archived from the original on 2024-01-17. Retrieved 2024-01-17.
  3. 1 2 3 4 5 Ago, 1 Year; Ago, 3 Months (2022-11-18). "Taste the emptiness! Japanese Company launches flavorless candy". RANDOM Times •. Archived from the original on 2024-01-17. Retrieved 2024-01-17.{{cite web}}: CS1 maint: numeric names: authors list (link)
  4. 1 2 3 4 5 Blaster, Master (2022-12-17). "Japan's Lawson convenience store to add flavorless candy to permanent lineup". SoraNews24 -Japan News-. Archived from the original on 2024-01-17. Retrieved 2024-01-17.
  5. 1 2 3 4 "Japan convenience store Lawson's 'flavor of nothingness' candy a social media hit". The Mainichi. 2023-07-30. Archived from the original on 2024-01-17. Retrieved 2024-01-17.
  6. ↑ Ueno, Hisako (2023-08-22). "This Candy Tasted Like Nothing. Why Do People Miss It?". RealClearBooks. Archived from the original on 2024-01-17. Retrieved 2024-01-17.
  7. 1 2 3 4 Blaster, Master (2023-11-08). "Gum with no flavor on sale at Lawson convenience stores across Japan【Tasteless test】". SoraNews24 -Japan News-. Archived from the original on 2024-01-17. Retrieved 2024-01-17.
  8. ↑ Baseel, Casey (2024-03-21). "Hit Japanese candy Hi-Chew, famous for fruity taste, releases new flavor: Flavorless". SoraNews24 -Japan News-. Archived from the original on 2024-04-23. Retrieved 2024-04-23.
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