Umaibō (うまい棒) or "delicious stick" is a small, puffed, cylindrical corn snack that resides at the bottom of most Japanese convenience store candy shelves. It is produced by Riska and sold by Yaokin. It has a suggested retail price of 10 yen, but because profit margin is so slim, its length can change without a notice. Its consistency is similar to Cheetos. The wrapper features a cat, Umaemon, who is a pun of popular character, Doraemon.
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. Some flavors were discontinued after a brief period, while others became a staple. Some flavors are only sold in specific locations, such as tourist spots.
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