Japanese people have a particular fondness for mayonnaise – the creamy, egg-based condiment. Fans of the dressing now have a new product to try – drinkable mayonnaise. Lawson, Japan's third largest convenience store chain, is selling a mayonnaise-flavoured drink, called "Nomu Mayo". This means "mayo drink" in Japanese. The store says the drink is, "a long-awaited new product for mayonnaise lovers". It added that, "the richness and sourness of mayo are reproduced in this chilled beverage". The label states the drink is a "mayonnaise-style drink" and "not mayonnaise".

Nomu Mayo costs ¥198 for 200 ml. Lawson is testing sales to gauge its potential. Japan's version of mayonnaise, which uses rice vinegar, is ubiquitous in Japan's kitchens and restaurants. However, the jury is out on whether drinkable mayo will be popular. It has gone viral on social media and has very mixed reviews. Yahoo Japan stated: "It had the texture of mayonnaise.…The taste didn't feel diluted at all, and it tasted like mayonnaise, which is a bit strange." It added that the drink was "a bold product aimed at a very niche demographic".