Friday, June 15, 2007

Shigekix Aha! Brain (Citrus)

Aha! BrainOne of the things I like so much about some of the Japanese candies is that they’re incredibly flavorful. I couple of months ago I got an email from the fine folks at JBox telling me about a new UHA Shigekix product called Aha! Brain. It comes in a few different flavors, including “Energy Drink Flavor”, which puzzled me and scared me enough to prompt me to stick to the comfortably familiar flavor called Citrus Flavor.

Shigekix is the delicious candy that gives a new meaning to the word sour, often causing people to contort their faces in sour shock horror. Giving your taste buds a yummy and rude awakening of fruity flavor, they now “function” to give your brain a wake up call as Aha! Brain Shigekix. Fortified with BCAA (Branched Chain Amino Acids), “Shigekix Aha! Brain” works to stimulate your brain cells to give you more moments of “Aha!” when you figure out the solutions to complex problems (or maybe simple ones, ‘proving’ that they actually work). (link)

I tried Shigekix a couple of years ago in the Cola flavor and found them kind of fun. This package doesn’t have the familiar schmoo character on the front, instead a PacMan type character with some sort of electrified brain.

Aha! Brain Close upThe little gumdrop shaped candies are covered in a light and uneven candy shell. The shell is merely sweet and carries no flavor as far as I can tell. The gummi center, however, is jam packed with flavor. The gummi is much softer than the regular Shigekix, rather like a slightly stale Haribo Bear.

The citrus flavor is just bursting with complexity. It has the zesty notes of grapefruit and perhaps yuzu and lemon then the tart bite and a bit of sweet juiciness. I have no idea if my brain is more awake than before, but my salivary glands are working overtime here.

I probably wouldn’t go popping this to solve problems, but I could see it being a good treat for long car trips where I need to stay alert.

Shigegix Aha! Brain also comes in Muscat flavor.

imageCheck out the JBox site where they feature four different ads from Japan for the product. I have no idea what’s going on (I believe the dancing woman in the yellow helmet is caused by eating Aha! Brain). Now I want that helmet (I rode my bike to work today and my plain white helmet just isn’t doing it for me ... well, except for protecting my now super-Aha’ed brain).

Name: Shigekix Aha! Brain
  • 10 SUPERB
  • 9 YUMMY
  • 8 TASTY
  • 7 WORTH IT
  • 4 BENIGN
Brand: UHA
Place Purchased: sample from JBox
Price: $1.50
Size: 150 grams
Calories per ounce: unknown
Categories: Gummi, Sour, Japan, UHA

POSTED BY Cybele AT 8:09 am Tracker Pixel for Entry    

  1. I’d buy it for the name alone!

    Comment by rachel on 6/15/07 at 12:08 pm #
  2. I believe those are coated in yogurt. I got a bag with the schmoo in glasses, and they had the same coating.

    Comment by Rich Mayo on 6/16/07 at 8:34 pm #
  3. The ad on the website is quite possibly one of the scariest things I’ve ever seen in my entire life. The candies themselves sound very good though.

    Comment by Magda on 6/18/07 at 9:35 am #
  4. You spelled “schmoo” wrong, it’s shmoo! ^^

    Comment by AMy on 2/09/11 at 6:17 pm #
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