According to many sources Fujifilm is set to release a new film stock in the USA called Fujifilm 400.

There was no announcement in this case, however some Reddit forum users noticed that B&H (a New York camera supplies retailer) listed the Fujifilm 400 as a “new product” on their website.

It would be amazing to have an additional 400 ISO film available, however it seems that the current offering from Fuji the “Superia X-Tra 400” is listed as discontinued on B&H website.

The Fujifilm 400 film is also not made in Japan but in the USA instead. This is very clear from the product shots available on the product listing. From our wild guess the actual maker of the film is Kodak and not Fujifilm.

The situation is very similar to Fujifilm 200 stock which replaced Fujifilm C200 in the USA. It is also made in the USA and available in the USA only. According to the datasheet analysis and colour reproduction it is pretty much the same film stock as Kodak Gold 200. Does it mean that the Fujifilm 400 is a Kodak UltraMax in disguise?

The new film stock is listed at $9.99 and is coming soon with no set date. There is also a 3-pack available at $29.99

This sudden release unfortunately creates more questions than the answers. Is the “Superia X-Tra 400” discontinued temporarily or for good? Is it a USA only thing or will it eventually come to Europe? Too many questions!

For now, we can definitely say that the Fujifilm 200 in the UK (last shipment in January 2023) and the Fujifilm Superia X-Tra (last shipment in February 2023) stocks were made in Japan and USA.

Hopefully we will have more information to share with you in a near future.