Snack food 🗾 Limited release in western Japan Blend of 6 cheeses Using real cheese since launch
Curl Cheese Flavor
Meiji Co., Ltd. / Japan’s first snack born in 1968. Crispy texture with richness and umami of 6 types of cheese.
Crispy texture Blend of 6 cheeses Uses corn grits Individually wrapped with zipper
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Limited to western Japan — sales area changed since 2017
Curl Cheese Flavor and Light Flavor ended nationwide sales in August 2017 and are now sold only in western Japan (Kyoto, Shiga, Nara, Wakayama, Hyogo, Osaka, Tottori, Shimane, Okayama, Hiroshima, Yamaguchi, Tokushima, Kagawa, Ehime, Kochi, Fukuoka, Saga, Nagasaki, Kumamoto, Oita, Miyazaki, Kagoshima, Okinawa, Mie). Please note this when purchasing from outside Japan or via cross-border sales.
Product overview
Curl Cheese Flavor is the classic flavor of "Curl," the first snack in Japan, born on July 25, 1968. Using domestically produced corn grits as the main ingredient, it is uniquely shaped into a plump curl. The cheese seasoning, a blend of six types of cheese, and real cheese powder are sprayed in a mist mixed with spray oil to achieve uniform richness and umami. It features a light, crispy texture and a slowly spreading cheese aroma. The original name at launch was "Cheese Coating," and the commitment to using real cheese has not changed since the founding.
Four features
Feature 1
🧀 Blend of 6 cheeses
A perfect blend of six types of cheese. You can fully enjoy the aroma, richness, and umami of cheese. The dough is also infused with a cheesy flavor.
Feature 2
🌽 Domestic corn grits
The main ingredient is domestically produced corn grits (coarsely ground corn). Carefully selected corn with rich flavor and excellent balance of color, shape, and texture.
Feature 3
✨ Unique curled shape
The unique plump curled shape creates a uniform crispy texture. The development of this shape involved trial and error, including modifications to the manufacturing machines.
Feature 4
🗾 Rare product limited to western Japan
Since 2017, it has been sold only in western Japan, making it a premium product that is hard to find nationwide. It is also popular as a souvenir from Japan and Kansai.
🧀 Blend of 6 types of cheese
The cheese seasoning contains six types of cheese, each bringing different richness, saltiness, and aroma.
*The blend contents are representative examples based on official announcements. Please check the product packaging for details.
Ingredients
| Ingredient names |
Notes and roles |
| Corn Grits (domestically produced) |
Main ingredient. Coarsely ground corn powder. The foundation of Curl’s crispy texture and shape. |
| Vegetable oil and fat |
Frying oil. Creates a crispy texture. |
| Cheese Seasoning |
Seasoning blended from six types of cheese. Sprayed evenly in a mist. |
| Sugar |
Balances the flavor. |
| Cheese Powder |
Powder derived from real cheese. A carefully selected ingredient used since the product’s launch. |
| Salt |
Saltiness that enhances the cheese flavor. |
| Flavored Oil |
Enriches the cheese aroma. |
| Whey Powder |
Derived from whey. Adds a mellow richness. |
| Creaming Powder |
Enhances creamy flavor. |
| Additives: Cellulose, seasoning (amino acids, etc.), emulsifier, flavoring, paprika coloring, sweetener (licorice) |
Nutrition facts (per 1 pack 64g)
| Nutrients |
Content |
| Energy |
324 kcal |
| Protein |
4.5 g |
| Fat |
15.2 g |
| Carbohydrates |
42.5 g |
| Equivalent salt content |
1.2 g |
Allergy information
Specified ingredients (mandatory labeling):
Eggs Milk components Wheat Shrimp Crab
Recommended labeling for substances equivalent to specified ingredients:
Soybeans Pork
*If you have allergies, please be sure to check the ingredients list and allergy information before consuming.
Frequently Asked Questions (Q&A)
Why is it limited to western Japan?
In 2017, Meiji ended nationwide sales of Curl from the perspective of production costs and sales efficiency, limiting sales to western Japan. This decision was made to continue sales in western Japan (west of Kansai), where Curl has had particularly strong popularity since its launch. As a result, it has become almost impossible to find in stores in eastern Japan, but it is still available in stores and cross-border e-commerce in western Japan.
Is real cheese used?
Yes. Since its launch in 1968, Curl has consistently used real cheese. The manufacturing method sprays a mist of spray oil and seasonings (Cheese seasoning and Cheese Powder) evenly. At launch, it was called "Cheese-coated" rather than "Cheese flavor."
How is Curl’s unique shape made?
When heating and extruding corn grits, the shape of the manufacturing machine’s nozzle, temperature, and pressure are precisely controlled to create the plump curled shape. There were many trials and errors in the early development, including a story of risking danger to modify the machine part where the hot dough comes out.
What is the origin of the name "Curl"?
The name perfectly fits the plump, curled shape and was inspired by the "Curl doll" (a girl’s doll) popular around the 1950s. The sound also matches the ideas of "curling" and "lightness," which led to its adoption. For a time, it was also sold under the name "CRAZY POP."
I am concerned about allergies. Which allergens are included?
Contains egg, milk components, wheat, shrimp, and crab as specified allergens (mandatory labeling). Also contains soy and pork as recommended allergens. If you have allergies, please be sure to check the ingredient list on the product packaging before consuming.
Curl Brand History
July 25, 1968
Curl was born. Released as Japan's first snack with two flavors: "Cheese flavor" and "Chicken soup flavor." At the time, it was priced at 70 yen for 100g, more expensive than typical bagged snacks (50 yen), but it gained attention for its unprecedented crispy texture and real cheese taste.
1968 and onward
Flavors such as curry, light, and pizza were launched one after another. Over 140 flavors have been released in total. The cheese flavor was originally called "Cheese-coated."
2016
The "Adult Luxury Curl," with enhanced chewiness and richness, was released.
2017
Nationwide sales ended, and only two flavors, "Cheese flavor" and "Light flavor," continue to be sold exclusively in Western Japan. The discontinuation in Eastern Japan became major news, causing a social phenomenon of stockpiling and shortages nationwide.
Current
Still sold in stores in Western Japan and through cross-border e-commerce. Even after more than half a century since its launch, the commitment to using real cheese continues.
Brand story
Meiji Co., Ltd. — The challenge of Japan's first snack "Curl"
In 1968, the common idea in Japan was "snacks = sweets." While snack foods were booming in America, Meiji aimed to develop a snack that could be enjoyed deliciously all year round and satisfy small hunger. After trying various ingredients like potatoes, peas, and rice, they settled on corn as the material that combined flavor, color, shape, and puffiness.
The name "Curl" was chosen because it perfectly fits the plump, curled shape, inspired by the popular Curl doll at the time. For over half a century since its launch, the commitment to using real cheese has been maintained.
Storage and handling precautions
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Avoid direct sunlight
Exposure to direct sunlight may degrade quality.
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Avoid high temperature and humidity
Moisture can ruin the crispy texture. We recommend storing in a cool, dark place.
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Consume soon after opening
After opening, consume as soon as possible to avoid moisture.
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Observe the expiration date
Please consume by the expiration date printed on the package.
⚠️ For those with allergies
- This product contains ingredients including egg, milk components, wheat, shrimp, crab, soy, and pork.
- This product may be manufactured in the same factory as other products containing allergens (such as peanuts). Please check the packaging for details.
- Allergy symptoms vary from person to person. If you are concerned, please consult a doctor or nutritionist.
* The information on this page is based on official information and product packaging from Meiji Co., Ltd., but product specifications, ingredients, and nutritional content may change. For the latest information, please check the product packaging or the official Meiji website (meiji.co.jp). This product is currently sold only in Western Japan. For details on sales areas, please refer to the store locator on the official Meiji website.
