Frozen Imagawa-yaki You Can Eat as Is – The Sweet of the Future

Developed in response to the extreme summer heat expected at the 2025 Osaka-Kansai Expo, the "Frozen Imagawa-yaki You Can Eat as Is" offers a cool and refreshing take on traditional Japanese sweets. While frozen, the product retains a soft and moist texture, with Kyoto Uji matcha-infused batter and a delicately sweet red bean paste center. It redefines the category by eliminating the need for heating, breaking the conventional image of Imagawa-yaki.

Through precise adjustments in moisture and sugar levels, the development team achieved a texture that remains tender even straight from the freezer. The formulation balances increased sweetness for textural stability while maintaining a refined, not overly sweet flavor. The use of Kyoto Uji matcha ensures the aroma and flavor hold up even at cold temperatures, offering a premium, authentic Japanese experience.

Adding emotional value to the product, each Imagawa-yaki is randomly stamped with one of five positive messages, such as “You’re doing great” or “Hope today is a good day.” This emotional connection aligns with Terrace Nichirei’s brand philosophy and encourages social sharing in a digital-first era.

This innovation challenges the norm that frozen foods must be heated, presenting a new genre of ready-to-eat frozen confections. With strong potential for placement in summer events, tourist destinations, convenience store freezers, and vending machines, this product stands as a symbol of Nichirei’s forward-thinking approach to the future of frozen food.