Meiji Unveils New Chocolate Innovation: ‘Nama no Toki Shittori Milk’ Offers Fresh Soft Texture with Shelf-Stable Convenience.

Japanese confectionery giant Meiji has launched a breakthrough product after five years of development: “Nama no Toki Shittori Milk.” Using a patented process called the “Nama-Neri Method,” the product achieves the soft, melt-in-your-mouth texture of fresh nama chocolate, while remaining shelf-stable at room temperature. Traditionally, soft-texture chocolates required refrigeration and had short shelf lives, but this innovation opens a new frontier in the chocolate category.

Developing a base that combines the soft texture of nama chocolate with the ability to be stored at room temperature for extended periods took approximately five years.

By regulation, standard chocolate contains less than 3% moisture, while nama chocolate has 10% or more moisture. Meiji already markets its winter-only “Meltykiss” brand, which achieves a snow-like melt-in-the-mouth texture by controlling the melting point of fats. However, its firmness remains close to that of regular milk chocolate.

To replicate the texture of nama chocolate, Meiji advanced its development by adding moisture to chocolate, aiming to create softness and a unique melting experience.

The key conditions were that the product must be alcohol-free and storable at room temperature (below 28°C). Within these parameters, the company reduced the moisture content just enough to preserve softness, while venturing into a previously untested moisture range where emulsification becomes unstable. Through repeated trials, Meiji succeeded in establishing the patented “Nama-Neri Method.”

Unlike conventional chocolate, which is produced by simply mixing ingredients, the Nama-Neri Method involves kneading cacao and milk together under strong force. The result is a chocolate with a moisture level that falls outside the conventional categories of both chocolate (<3%) and nama chocolate (>10%). This unique composition melts in the mouth more slowly than ordinary chocolate, offering a soft texture, balanced sweetness, and lingering flavor.

In addition, Meiji spent five years optimizing the molding and packaging design of the soft-textured base. The product was designed for convenience and satisfaction: an oval shape, 11g per piece for a substantial feel, 25mm in width for easy eating, and packaged in sets of four individually wrapped pieces. On May 13, 2025, Meiji released “Nama no Toki Shittori Milk” as a limited-edition product in the Kanto-Koshinetsu region.

• Name: Chocolate

• Ingredients: Fresh cream, fructose, cacao mass, sugar, whole milk powder, cocoa butter, cocoa powder, vegetable oil, skimmed milk powder / emulsifier, antioxidants (Vitamin E, rosemary extract, tea extract), flavoring (contains milk and soybeans)

• Net Content: 5 kg × 2 bags per case (cube shape, 20mm × 17mm × 15mm)

• Shelf Life: 12 months (Storage conditions: below 23°C)

“Nama no Toki Shittori Milk” is a new confectionery created through the “Nama-Neri Method,” positioned between a chocolate bar and nama chocolate. At the first bite, it offers a moist and soft nama-like texture; as it melts, the rich aroma of milk and cacao gradually emerges, followed by a deep and satisfying flavor that fills the mouth. Finally, it finishes with a clean aftertaste, leaving no lingering sweetness.

The main target consumers are those in their 30s and 40s who seek a rich, indulgent chocolate as a small reward during work breaks. The packaging design highlights the “Nama-Neri Method” and the concept of “time,” incorporating appetizing visuals, a logo that evokes the moist texture, and gentle, soothing colors. Upon launch, “Nama no Toki Shittori Milk” quickly gained traction on social media, selling out at stores across the region. Sales more than doubled initial forecasts, and by the first week of June, the entire production inventory had been shipped. Consumer feedback has been overwhelmingly positive, with comments such as: “It feels just like nama chocolate and tastes delicious,” “The cacao flavor gives it real richness,” and “The moist texture is unlike anything I’ve tried before.”

Although it is a value-added premium product priced at around 300 yen for a pack of four, ID-POS analysis revealed that it also attracted a significant number of younger consumers in their teens and twenties. This demonstrates that not only the novel texture but also the impactful catchphrases and marketing communications resonated with a wide range of age groups.

Following its stronger-than-expected performance, Meiji has reinforced its production system and, starting October 7, will expand distribution from the initial Kanto-Koshinetsu region to the Chubu and Kansai areas, again as a limited release.

Source : Meiji websie