KITAKYUSHU -- A gummy candy inspired by Fukuoka Prefecture's soul food, udon noodles, is gaining popularity among consumers for the striking contrast between its appearance and taste, which they describe as "mind-boggling."

Developed by Ouma Tennensui, a water delivery company based in Kitakyushu's Kokuraminami Ward, the product looks like white, flat udon noodles but surprises with a mellow strawberry flavor. The firm is eager to make the gummy candy a new specialty from Kitakyushu that will "go viral."

The company primarily delivers and sells natural water drawn from deep wells in the Ouma district, which is surrounded by bamboo forests, but has also ventured into developing water-based sweets. Following the 2023 release of "Mizutama Purun," an agar jelly made from natural water, this udon gummy is the second in the "let's eat water" series, launched this spring.

The company chose gummy candy as it can be enjoyed by both children and adults. With manufacturers competing to develop new products, gummy candies dominate the prime shelf space in convenience stores, pushing aside gum and hard candy. Noting this trend, the company quickly partnered with a gummy manufacturer in Osaka and spent a year developing the product.

Aiming to create a long-beloved new local specialty, the company considered sweets modeled after "Fukuoka's soul food." At first, it proposed one inspired by "tonkotsu ramen," but found it difficult to replicate the thin noodles. They also tried "yaki-udon" stir-fried noodles but couldn't achieve the right color. Ultimately, inspired by Kitakyushu's famous "Sukesan Udon" noddle restaurant chain, they settled on white udon.

True to its name, "Fukuoka Udon-style Gummy" looks just like real udon noodles. The company uses 50 liters of natural water per month in production, resulting in gummy candies with a chewy texture thanks to the generous amount of water used in the recipe. The flavor is inspired by Amaou, a strawberry variety native to Fukuoka, reflecting a commitment to local tastes.

The gummies are priced at 648 yen (roughly $4.35) for a box and 500 yen (about $3.36) for a bag, making the product relatively affordable as a souvenir item. Daigo Nagata, 45, the executive who planned the product, said, "It's an impactful treat that surprises those who eat it. We hope to promote it from Kitakyushu to the rest of Japan." The gummies are sold at locations such as Kokura Castle Shiro Terrace store in Kokurakita Ward and on the company's online shop.

(Japanese original by Katsutoshi Hashimoto, Kyushu News Department)