Love mayo and can’t get enough of it? You may be interested in the latest food that has made its way. JapanOf Convenience stores – Potable Mayonnaise.
Convenience store chain Lawson has launched Nomo. Mewor the drinkable mayonnaise, which comes packaged in a sleek, upmarket cup adorned with a whimsical squeeze bottle illustration. Priced at ¥198 (£1.04) for 200ml, Lawson describes it as “the cold drink mayo fanatics have been waiting for”. Surah News 24.
Mayo is widely used in sandwiches and pizzas in the country. Traditional Japanese food such as sushi and onigiri (rice balls).
The only catch for pedantic mayonnaise lovers is that the label clarifies that Nomo Mayo is a “mayonnaise-style drink” and “not mayonnaise.”
Currently in a “trial sales period,” it remains to be seen whether Nomo Mayo actually appeals to Japanese consumers, who are used to the thicker and more flavorful Japanese Mayo, unlike more Western varieties.
Reviews on social media say it tastes just like mayonnaise, and GagesinThe review states that it contains “milk-based foods, mayonnaise-flavored condiments”, and “processed whole eggs”.
“Drinkable mayo?! This is unbelievably bad! Avoid at all costs! No true mayo lover would enjoy this! Why did they do that???” A customer posted on X.
“I don’t mind mayonnaise but this is a step too far. Necessity is not always the mother of invention. Posted another.
A customer who tried it posted a review on Reddit, writing: “I just tried it and it’s terrible, as you’d expect. Liquid mayo, salty, mayo-y, maybe a little bland? About the last one.” I’m not sure, but I couldn’t handle more than one sip.
Another posted on Reddit: “As much as I love Japanese mayo… this just made me think about it.”
Convenience stores in Japan, known as konbini, are almost an institution unto themselves, selling not only a wide range of food, beverages, and daily necessities, but also for tickets and other services. Also works as a multi-purpose terminal.
Inside Japanese convenience stores, it’s not uncommon to see tourists posing in front of neat stacks of instant ramen and onigiri, and many people know that The famous Lawson’s Konbini in front of Mount Fuji is loved by influencers..
With more than 56,000 konbini spread across Japan, the various chains are constantly competing to attract customers by trying to maintain a diverse and creative inventory.