Oishi Tater Thins – 2.3mm Ultra-Thin Potato Snacks with a Uniquely Light, Melt-in-the-Mouth Crunch

Oishi is a well-established FMCG brand originating from the Philippines, under Liwayway Holdings Company, with a heritage spanning several decades. Recognized across Asia and international markets, Oishi has built a strong reputation for delivering high-quality snack foods that combine consistent taste, innovative flavors, and mass-market appeal. The brand’s extensive portfolio includes potato snacks, corn snacks, crackers, biscuits, and beverages, making Oishi a trusted name among consumers and trade partners worldwide. Its commitment to quality manufacturing standards and consumer-focused product development has enabled Oishi to expand successfully across Southeast Asia, the Middle East, Africa, and other export markets.

Oishi Tater Thins represents a new generation of potato snacks, crafted to deliver an unexpectedly light and thin experience. Each slice is delicately formed at approximately 2.3 mm, creating a crisp texture that gently melts in the mouth. This ultra-thin profile not only satisfies the craving for classic potato flavor but also offers a uniquely enjoyable snacking experience - light, crunchy, and surprisingly addictive.

Product Definition & Core Characteristics

Oishi Tater Thins is made from processed potato ingredients and formed into ultra-thin slices, the product is designed to deliver a satisfying potato flavor with a noticeably lighter texture compared to traditional cut potato chips.

With its approximately 2.3 mm thinness, Tater Thins stands out for its delicate crunch and melt-in-the-mouth mouthfeel. This core characteristic allows the product to balance indulgence and lightness, appealing to consumers who enjoy potato snacks but prefer a less heavy eating experience.

From a market positioning perspective, Oishi Tater Thins sits between mass-market affordability and premium sensory experience. It is not positioned as a basic commodity chip, but rather as a modern snack offering that emphasizes texture innovation, refined flavors, and visual shelf appeal. The product targets a broad consumer base, including younger consumers, office workers, and casual snackers looking for a lighter alternative without compromising on taste.

Key positioning strengths include:

• Ultra-thin texture (2.3 mm) for a distinctive crunchy yet light bite
• High flavor adherence due to thin slice structure
• Easy-to-eat, non-greasy experience suitable for everyday snacking
• Modern branding and packaging that supports premium perception while maintaining mass accessibility

This combination makes Oishi Tater Thins highly suitable for both high-volume retail channels and value-driven export markets seeking differentiated potato snack products.

Product Variants & Specifications

The Tater Thins portfolio is built on a flexible, market-adaptive architecture, allowing flavor assortments to be customized by country while maintaining a consistent product format, quality standard, and brand identity. This structure enables strong local relevance without compromising distribution efficiency.

In Vietnam, the current flavor lineup includes:

• Cucumber - a refreshing, mass-appeal flavor with broad demographic reach
• Seaweed - a savory, umami-driven option popular in Asian snack categories
• Shrimp Salad - a locally resonant, seafood-inspired flavor designed specifically for regional preferences

Other markets may feature different flavor combinations, reinforcing Tater Thins’ ability to localize taste while preserving a unified global product identity.