Snack company Rewind launches '9-volt battery-flavored' chips to capitalize on nostalgia

Snack brand Rewind has just launched 9-volt battery-flavored corn chips. In an attempt to capture the 90s’ nostalgic feeling of licking a 9-volt battery and experiencing the zappy and tingly metallic feeling, the brand has reworked the flavor into a snack. The range offers flavors such as BBQ & Honey, Tangy Sriracha, Cheese & Onion, and Creamy Paprika, as per PR Newswire.

Antti Lauronen, the head of creative and design at Paulig, addressed the strange flavor choice by Rewind, and said,

“Rewind is a brand inspired by nostalgia, so we thought what better way to launch but with one of the most nostalgic shared experiences — a delicious tribute to a weird universal memory that tastes just like those careless teenage afternoons. And if chips flavored like 9-volt batteries aren't for you, we have a range of classics available with a modern twist.”

For now, the 9-volt battery-flavored chips will be released in a first edition limited run. The Rewind chips will only be available in Netherlands, and will be gradually expanding into other countries in Europe, according to PR Newswire.

As for how the innovative flavor was created, flavorist and chef Mattias Larsson, as per PR Newswire, said,

“It was definitely an unusual brief. We used a blend of citric acid and sodium bicarbonate to create the tongue-tingling effect, and balanced it out with mineral salts which give the chips  a metallic tang. The result is surprisingly tasty and it's definitely a flavor that sparks curiosity.”

 

 

 

 

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A post shared by Rewind (@rewindchips_nl)

While the chips may be inspired from licking 9-volt batteries, the brand emphasizes that they do not recommend that people try licking or eating actual batteries.

Reactions to Rewind’s 9-volt battery-flavored chips

Users did respond to the nostalgia that Rewind’s 9-volt battery-flavored chips promise. Dominic Preston, a journalist with The Verge, embarked on the mission to try out the chips. In a video showing himself reacting to the chips’ taste in real time, Preston said,

“Have you ever tempted to lick a battery? Well, there’s no need, you can just buy these 9-volt battery-flavored tortilla chips instead.”

Whipping out a chip from the Rewind packet, Preston ate it and provided his reactions to the taste. In the video released on The Verge’s Instagram page, he said,

“I really can’t wait to eat these now. Let’s see how they fare. A lot less immediately electric, which I think is probably a good thing…They’re actually milder than I would have thought. Here in the UK, we really love salt and vinegar crisps, and I have had some much more intense ones than these, in terms of that acidity level.”

 

 

 

 

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A post shared by Rewind (@rewindchips_nl)

As per The Verge, Preston could definitely identify the nostalgic battery flavor in the chips, and added,

“What these do have though is a sort of, I don’t know, minerally, metallic aftertaste that’s, I wouldn’t say entirely pleasant, but just kind of tastes like a battery, so I see what they are going for. I think the final verdict is that 9-volt battery tortilla chips do beat licking an actual battery, but I’m not sure they are making in to my regular snack rotation just yet.”

Nostalgia-seeking consumers can definitely try the chips. As per FoodBev Media, the chips currently cost €1.89 per packet. The publication notes that the chips will be available at retailers such as AH, Plus, Jumbo, Hoogvliet and PicNic.

Users can also request a sample by filling out a form on Rewind’s website.