J-blip: Pepsi-flavored Cheetos

June 14th, 2013 by Emily Balistrieri

A new snack about to hit convenience store shelves in Japan might possibly make waves, it could start a buzz, but it will definitely generate . . . fizz. FritoLay’s Shuwa Shuwa is, according to the promotional copy, “a snack that allows you to enjoy the fizziness of a carbonated drink via the pairing of long-seller Cheetos and Pepsi Cola seasoning.”

That’s right: Pepsi. Flavored. Cheetos. The PR claim is that the “refreshing tartness” combined with the bubbly sensation is the perfect taste for summer, but what did the office taste-testers think?

shuwa shuwa

Crunchy bubbles: Shuwa Shuwa

Reformed sugar-holic Mark: “The first crunch packed plenty of  joy and wonder, taking me back to the first time I had Pop Rocks, but by the third or fourth bite, the sugar rush was too much and they just ending up tasted like sickly sweet Cheetos. It was a bit like this.”

Mio, who has been known to hoard imported sweets:  ”It smells like cola, tastes like cola and even fizzes like flat cola, but when it comes to texture it’s wrong in absolutely every single way. Oh and there’s this weird corn aftertaste. My verdict: It’s awesome . . . but then you could put fizzy powder on a dog biscuit and I’d probably have said the same thing.”

Shaun, an expert on flavor mechanics: “It tasted like corn chips with — you know cola gummies? They might be coated in kind of cola sugar? It tastes like corn chips coated in cola sugar. The cola flavor wasn’t inside the chips, but it was more like a dressing. It was really sweet, but that didn’t stop me.”

Mayumi, who probably is the only person in the office with fully functioning taste buds: “It was like I had chips and Pepsi at the same time. They were really fizzy though. They smelled sweet and didn’t taste like any chips I’ve had before.”

New kid on the block Eric: “My first taste was surprisingly Pepsi-like. It had that cola flavor and, even more noticeably, the bubbly fizz of a soft drink. After a bit of munching, however, the flavor turned much more corn-like. If I’m looking for refreshment on a hot summer day, I’d prefer an ice-cold soda pop to the chips. Besides, I’m a Coke fan.”

Note that these are not to be confused with China’s Pepsi chicken-flavored chips. No chicken in evidence here, just sweet, sparkling cola corn snacks.

Unfortunately, I was no longer in the office by the time these surfaced, so I’ll have to wait like the rest of Japan until July 1. After conquering convenience stores, Shuwa Shuwa will appear more widely starting July 15. Exchange a cool ¥125 for 414 calories of fizzy sugar high, and then you, too, can say, “Yes, they really do taste like Pepsi.”

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