Umaibō

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Umaibō (うまい棒) or "delicious stick" is a small cylindrical puffed corn snack from Japan. It is produced by Riska and sold by Yaokin. There are many flavors of Umaibō available, including savory flavors such as salad, mentaiko, takoyaki, and cheese, and sweet flavors such as cocoa, caramel, and chocolate. New and unusual flavors are routinely introduced and rotated out as limited-time items to keep up interest and create trends. The mascot is a round-headed earless cat, similar to the appearance of Doraemon. This character is considered to be an alien, born on September 13, 1978, on a certain star in a distant universe. With an undecided name, the mascot is sometimes nicknamed Umaemon, a pun on Doraemon, along with other nicknames such as Doyaemon and Umai Boy. Umaibō is known for its extremely cheap suggested retail price of 10 yen (about 9 US cents in 2022), and this is part of the product's appeal. After staying stably at that price point since the product's launch in 1979, it was announced in January 2022 that the price would increase to 12 yen, the first increase in over forty years. In September 2024 it was announced that prices would be increased further from 12 to 15 yen.