Koikeya Pride Patoto Chips Zokkon Rock Salt

Pride Potato is Koikeya’s premium range of potato chips, and the proposition is the potato itself: 100% Japanese-grown, non-GMO, sliced and fried so the potato’s own flavour is what reaches you first.

Zokkon is old slang for being utterly taken with something — a word a Japanese shopper reads as affectionate rather than as marketing — and the salt is what these chips are taken with.

Rock salt behaves differently from refined sea salt.

Mined rather than evaporated, it carries trace minerals that give a rounder, less aggressive salinity, and Koikeya pairs it with two separate oils: a fūmi flavoured oil and a kōmi aromatic oil, which together give the chips a savoury weight that salt alone could not.

Black pepper and scallop powder sit underneath, the scallop supplying succinate — the umami compound shellfish carry and nothing else does in quite the same way.

Koikeya made Japan’s first domestically produced potato chips in 1962, and Pride Potato is built on that history.

Available at 55 g, and at 102 g as muchū size.

About this item
Item Name : Pride Potato Zokkon Rock Salt
Brand : Koikeya
Item Form : Potato Chips
Allergens: Milk, wheat, soybean, pork
Number of Items : 55g (Pack of 1)