In Japan, high temperatures and humidity during the summer significantly affect food sales, particularly bread, which tends to see a decline in consumption due to the heat. According to data from the Japan Bread Association for 2022 and 2023, August is the month with the lowest bread production of the year. Against this backdrop, bread manufacturers are actively promoting “cold bread” as a new proposal to “not give up on summer.”
“Cold bread” offers a new way to enjoy bread, not just by chilling it, but by changing its texture and flavor. For instance, Yamazaki Bread’s “Hokkaido Cheese Steam Cake” becomes more flavorful and takes on a texture similar to ice cream when chilled. Similarly, their “Thin Crust Cream Bread” transforms into a texture similar to ice cream puffs when frozen.
Manufacturers’ Initiatives
DONQ
Since 2010, DONQ has been selling a seasonal product called “Hiyashite Melon” during the summer. This is an example of bread that can be enjoyed chilled, making it enjoyable even in the hot summer months.
Kimuraya Sohonten
Kimuraya Sohonten offers the “Jumbo Mushi Cake Golden Pine.” This product is also designed to be eaten chilled, providing a refreshing way to beat the summer heat.
Andersen
Andersen sells “Cool Summer Bread,” which is crafted using a unique method to enhance the dough’s moisture retention, ensuring it doesn’t harden when refrigerated. The bread also features apples and red grape raisins grown on their own farm, highlighting their commitment to quality ingredients.
UKKA x Hattendo x Family Mart(CVS)
ukka has planned and launched a series of “Hattendo Chilled Melted Creamy Buns” at FamilyMart from the fall of 2022 as a jointly developed product with Hattendo. This product is the second in the “Hattendo x Family Mart” series, following “Chilled Melted Creamy Buns” this year.
Source: Nisshoku July 12th 2024
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