Abstract

The case describes the unusual strategic dilemma faced by Calbee Inc., Japan’s leading snack food manufacturer, in early 2026. In response to concerns about the availability of naphtha-based printing materials following the closure of the Strait of Hormuz, Calbee decided to introduce monochrome packaging for its best-known snack products. The case touches on Calbee's operations, product portfolio, and packaging designs. While Calbee positioned the move as a proactive measure to ensure product availability amid supply uncertainty, Japanese government officials questioned the necessity for the decision, pointing out that it had ensured sufficient availability of naphtha, the key raw material for packaging inks, in the domestic market. Experts were also divided on the implications of Calbee’s packaging. A section of critics warned that removing color from packaging could weaken brand identity and disrupt consumers’ subconscious purchase decisions. Optimists, however, opined that the distinctive black-and-white packaging could spark consumer curiosity and strengthen perceptions of transparency. They felt that Calbee could eventually transform a supply-chain challenge into a marketing opportunity. The case highlights the trade-offs between operational resilience and the preservation of brand equity. It encourages a discussion of strategic decision-making under uncertainty and of how companies attempt to manage stakeholder perceptions and leverage crisis situations for strategic advantage. The case is suitable for MBA and executive education courses in Marketing Management and Crisis Management, integrating concepts such as brand equity, signaling theory, supply chain risk management, shrinkflation, crisis response, and geopolitical risk.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how innovation and resilience contribute to the long-term sustainability and growth of consumer goods companies in dynamic global markets.
• Examine the impact of packaging and visual cues on consumer perception, purchase behavior, and brand recognition.
• Analyze how firms use strategic decision-making to respond to geopolitical disruptions.

Keywords

Matsuo Food Processing Co.; Harvest Snaps; Kataage Potato; Kappa ,Growth Strategy; Packaging Design; Brand Building; Naming New Products and Brand Extensions; Managing Brands over Time