New and unusual flavors are routinely introduced and rotated out as limited time items to keep up interest and create trends.

[1][2] Umaibō is known for its extremely cheap suggested retail price of 10 yen (about 9 US cents in 2022), and this is part of the product's appeal.

The product launched in July 1979 at its famous 10 yen per piece price point, originally aiming at children and young people on a strict budget, and generally being sold in candy stores.

Due to its popularity, Yaokin also sells non-snack spin-offs based on the product, often branded with the cute alien mascot.

Umaibō are used as a plot device in the anime and manga series Dagashi Kashi, and are featured in merchandise and promotional material for the franchise.