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