Umaibo (literally translated as ‘delicious stick’), the snack known for its affordability and nostalgic appeal, has been a staple since 1979, originally costing only 10 yen (around 5p).

After holding its price for over four decades, the manufacturer, Yaokin, raised the price to 12 yen (around 6p) in 2022 due to rising costs. Now, citing continued inflationary pressure, the price will rise again to 15 yen (around 8p) starting 1 October, inshort news reports.

Yaokin has apologised for the change, acknowledging the impact on loyal consumers.