Mayonnaise fans in Japan have new product to savour – drinkable mayonnaise. Lawson, one of country's largest convenience store chains, has started selling mayonnaise-flavoured drink. It is called "Nomu Mayo" in Japanese, which translates as "mayo drink". Lawson has tapped into particular fondness Japanese have for mayonnaise - creamy, egg-based condiment. The store has called its new liquid refreshment, " long-awaited new product for mayonnaise lovers". It added that, " richness and sourness of mayo are reproduced in this chilled beverage". Nomu Mayo label states the drink is "mayonnaise-style drink" and "not mayonnaise".
Nomu Mayo is priced at ¥198 ($1.32) for 200 ml. It is currently in "test sales" phase to gauge its potential. While Japan's version of mayonnaise, which uses rice vinegar, is ubiquitous in and on Japanese meals, jury is out on whether drinkable mayo will take off as product. It has gone viral on social media and has garnered very mixed reviews. Yahoo Japan stated: "It had texture of mayonnaise dissolved in water and definitely tasted like mayonnaise, although it had texture of water. The taste didn't feel diluted at all, and it tasted like mayonnaise, which is bit strange." It added the drink was " bold product aimed at very niche demographic".
