Exploring the awesome stickiness of Neruerunerune

Want to blow your kid's mind with a sticky, swirly, scientific treat? Just take a look at Nerunerune. A viral hit in the west thanks to its loyal YouTube fan base, the candy remains a staple of confectionaries throughout Japan and a nostalgic memory for many Japanese people in their 30s and 40s.

Nerunerunerune (neru means "to knead") gets its name from all the mixing and kneading required to eat it. As this spooky witch demonstrates from an old commercial, making Nerunerunerune seems simple enough:

Whoa... So, here are the steps:


1.Add the flour mixture
2.Measure out water with provided plastic piece
3.Mix it up!
4.Then add the liquid sugar formula
5.Mix it up!
6Keep mixing until you feel satisfied.
7Eat it!

Nerunerunerune's manufacture, Kracie, was experimenting with powdered beverages and foods as early as 1972, introducing Japanese kids to powdered drinks like Pukapon, Mukumuku and Shibupon. But it is Nerunerunerune that sticks best in most Japanese people's minds.

For one, the name is awesome. Apparently the researchers at Kracie were debating long into the night as to whether to name the sweet Nerunerune or Nerunerunerune. Ultimately, the team opted for the later, believing the longer name to have a better lasting impact in kids' memories.

Of course, it is not just the name that makes Nerunerunerune so memorable, but the science behind it. Citric acid, baking powder and baking soda reacts with carbon dioxide, egg whites, and polysaccharide thickener, resulting in Nerunerunerune's characteristic thick, sticky texture. Constant additions of new flavors like peach pudding and plum cookie keep Nerunerune fresh in consumers' minds.

Add effective marketing campaign of fun, wacky commercials to children's daytime TV programming, and Nerunerunerune has all the makings of a successful candy.

Here's another snippet of that spooky witch, now updated for the 2000s


She's still got it!

Feeling adventurous? A quick Google search and you should find a willing importer (hint: Amazon!) for all your Nerunerunerune needs! Happy slurping!