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