#Japan #Tokyo #Chocolate #Meiji #Nama no Toki

Meiji Resumes Sales of 'Nama no Toki Shittori Milk'

On October 7, 2025, Meiji Co., Ltd. announced the revival of their innovative product, 'Nama no Toki Shittori Milk', expanding its sales from the Kanto-Koshin’etsu region to include Kansai, Tokai, and Hokuriku areas. Initially launched just a few months earlier, the product saw an impressive 650,000 units sold in just two weeks, far exceeding expectations.

'Nama no Toki Shittori Milk' represents a new genre of sweets, crafted using Meiji's patented manufacturing method known as 'Nama neri,' which provides a uniquely soft and moist texture that is distinct from traditional chocolate. The treat has garnered attention for its rich and delicate flavors, characterized by a soft melt-in-your-mouth experience.

Background of Development

In an interview with Mitsuharu Kurozu, from Meiji's Global Cocoa Business Division, he elaborated on the inspirations and goals behind this groundbreaking product. Kurozu stated, "We wanted to offer a more delightful chocolate experience that aligns with current health and pleasure trends. Our focus was on enhancing texture and flavor, creating a product that stands out in the market." The innovative nature of the product has spurred curiosity and excitement, confirmed by its rapid sellout.

The initial feedback has been overwhelmingly positive. Consumers have expressed their delight in the unique attributes of the treat, some noting its similarity to soft chocolate but appreciating the richer flavor profile and texture. Comments such as, "It’s similar to Nama chocolate but even better," highlight the audience's enthusiasm.

Unique Features

The 'Nama neri' production method allows the product to maintain a water content above standard chocolate, giving it a moist texture and rich aroma that elicits a lingering aftertaste. Unlike conventional chocolates that usually contain less than 3% moisture, this product balances between 3-10%, achieving a never-before-experienced sensation in chocolate-like snacks.

However, due to its high moisture content, it is categorized differently: under the fair competition regulations, it is labeled as 'sweets' rather than 'chocolate'. Consumers can now savor a genuinely new flavor experience that challenges traditional classifications.

Future Prospects

With the additional sales regions, Meiji aims to reach an even broader audience. The company suggests that plans are in place for a nationwide launch in the future, acknowledging that customer feedback will play an essential role in refining the product. Furthermore, they are committed to maintaining innovation in their offerings, which includes the potential introduction of new flavors to compliment 'Nama no Toki Shittori Milk'.

As Kurozu concluded, "We are dedicated to pushing boundaries and providing products that resonate with evolving consumer tastes. We hope to continue delivering joy and excitement through our chocolate experiences."

Learn more about the product here: Nama no Toki Shittori Milk

Launch Date: October 7, 2025
Price: Open price model
Regions Available:

• - Returning: Kanto-Koshin’etsu (Tokyo, Kanagawa, Saitama, Chiba, Ibaraki, Tochigi, Yamanashi, Gunma, Nagano, Niigata)
• - New to the market: Kansai, Tokai, and Hokuriku (Osaka, Kyoto, Hyogo, Nara, Wakayama, Gifu, Shizuoka, Aichi, Mie, Shiga, Toyama, Ishikawa, Fukui)

Purchase Locations: Available in supermarkets, convenience stores, and drug stores.
Ingredients: Cocoa mass (locally and internationally manufactured), whole milk powder, sugar, invert sugar syrup, lactose, cocoa butter, cream, vegetable fats, cream powder, cocoa powder, emulsifier, flavoring, antioxidant (rosemary extract). Contains milk and soy products.
Storage Instructions: Keep below 28°C.
Shelf Life: 12 months.