Koikeya's popular "Pure Potato" chip brand is adding a new permanent flavor to its lineup. "Pure Potato Sriracha Sauce" went on sale nationwide across all channels on April 6, 2026, featuring the tangy, spicy character of the Thai-originated chili sauce.
Record-Breaking Sales Since Renewal
The "Pure Potato" series — known for thick-sliced chips made from 100% domestically grown Japanese potatoes, fried to a fragrant finish — was relaunched in August 2025 under a new concept: "thick-cut fried potatoes packed with umami." Since that renewal, the brand has been attracting more fans than ever, recording its highest-ever sales figures since the original launch in 2018, according to Intage SRI+ data covering all retail formats from September 2018 through September 2025.
The Sriracha Trend and a Fan-Demanded Comeback
As demand for bold, addictive flavors has grown in recent years, the combination of heat and tang has been gaining attention. Sriracha sauce — originating from Thailand and characterized by its deep blend of garlic umami, chili heat, acidity, and mild sweetness — has been expanding rapidly in Japan, with major condiment makers and restaurant chains alike introducing sriracha-based products.
In October 2025, Koikeya released a limited-edition variant, "Pure Potato Oni no En — Sriracha Sauce," which drew new customers to the brand and earned strong praise from fans of bold and spicy flavors. Numerous requests poured in asking for the flavor to become a permanent offering, prompting Koikeya to officially add it to the lineup.
About the New Flavor
"Pure Potato Sriracha Sauce" delivers the signature tangy-spicy profile of sriracha, balancing chili heat with garlic umami, a hint of sweetness, and a touch of acidity. The seasoning is crafted to complement the thick-cut domestic potato chips, creating a satisfying bite with an irresistible, craveable flavor.
The packaging features a vivid green background with an image of the brand's signature fluffy potato piece coated in deep red sriracha sauce. Chili and garlic graphics reinforce the flavor profile visually, communicating the richness of the sauce at a glance.
Product Details
- Product name / Weight: Pure Potato Sriracha Sauce / 52g
- Price: Open price
- Release date / Availability: April 6, 2026 (Monday) / Nationwide, all channels
- Brand site: https://purepotato.koikeya.co.jp/
X (Twitter) Campaign
To celebrate the launch, a giveaway campaign is running on X from April 6 to April 12, 2026. To enter:
- Follow Koikeya's official X account @koikeya_cp
- Repost the campaign post
- Reply to the campaign post with the hashtag #すっぱ辛いポテチ登場
50 winners will receive a set of 3 bags of "Pure Potato Sriracha Sauce" and 3 bags of "Pure Potato Okhotsk Salt & Rock Salt." Winners will be notified by direct message immediately upon selection.
