#Japan #TOIRO #Snow White Roll #Uonuma Koshihikari #Tokamachi

TOIRO's Rice Flour Roll (Snow White): A Prestigious Award Winner

In a remarkable achievement for culinary innovation, TOIRO's Rice Flour Roll (Snow White) has been awarded the Grand Prize at the 86th Japan Food Selection in the Food & Beverage category. This prestigious honor, announced for the 2025 edition, is a testament to the exceptional quality and craftsmanship of this unique dessert, made by the Takamichi Sukoyaka Factory in Tokamachi City, Niigata.

The Japan Food Selection: An Overview

The Japan Food Selection is Japan's first evaluation and certification system for food and ingredients, organized by the Japan Food Analyst Association. It involves a rigorous selection process, whereby 23,000 certified food analysts conduct surveys and taste tests to determine winners in categories such as Grand Prize, Gold, Silver, and Bronze. The highest award, the Grand Prize, is reserved for products that score between 90 and 100 points, signifying extraordinary quality.

Award-Winning Product

The Rice Flour Roll (Snow White), priced at 450 yen (tax included), made its debut in October 2024 alongside the launch of the TOIRO premium brand. This delightful roll cake showcases a sponge made entirely from 100% Uonuma Koshihikari rice flour, sourced locally from Tokamachi. The pristine white sponge not only tantalizes the eyes but also features a wonderful, chewy texture that is typical of high-quality rice-based treats. The filling comprises a soy cream, ensuring safety and enjoyment for both those with allergies and those without. Each roll is individually wrapped, making it convenient and easy to enjoy fresh.

How to Enjoy and Purchase

The Rice Flour Roll can be defrosted in the refrigerator within about two hours, and it's recommended to consume it soon after thawing for the best taste experience. The product is available through various channels:

• - Online Stores: JRE MALL's JR-Cross Foods Mall, Rakuten Market's JR-Cross Foods Mall. A special promotion offers free shipping until April 30, 2025, for orders commemorating the Grand Prize win (excludes certain areas like remote islands and Okinawa).
• - Furusato Nouzei (Regional Tax Donation): Available through JRE MALL Tokamachi City.
• - In-store Sales: Found at the Cross Ten Roadside Station in Tokamachi and the Tocco Tourist Information Center.
• - Eat-in Options: Available at Shinjuku Crossing Cafe & Dining and the Kids Cafe within the Railway Museum (admission to the museum required).

A Word from the Product Development Team

Emi Takahashi, the product development leader, expresses gratitude for behalf of the team, stating, "Receiving the Grand Prize at the Japan Food Selection truly honors our efforts. Having just launched the TOIRO brand to mark our factory's 10th anniversary, receiving such recognition is exhilarating. We started from a vision to craft sweets that are enjoyed by everyone, including individuals with allergies. The concept of our Snow White roll emerged, inspired by the local snow of Niigata. Our commitment to producing simple yet delightful treats allows for creative uses at home, whether transformed into small cakes or enjoyed straight from the freezer. We invite everyone to experience other delightful offerings from our TOIRO brand as well!"

Points of Acclaim by Judges

The judges praised the Rice Flour Roll on several aspects:

• - A subtly sweet, elegant taste allows for a satisfying experience until the last bite.
• - The sponge’s airy yet chewy texture is enjoyable and differs from standard rolls.
• - The health-conscious ingredients of rice flour and soy cream align with modern dietary preferences.
• - The flawless white appearance corresponds perfectly with its name, "Snow White."
• - Using 100% Uonuma Koshihikari rice flour underscores the product's local roots.
• - The allergen-free formulation provides peace of mind for consumers.
• - Promoting Tokamachi and Niigata as a brand is promising.

About the TOIRO Brand

The name "TOIRO" conveys the essence of Tokamachi and reflects the diversity inherent in the phrase “Juni Nin Taro” (Ten People, Ten Colors). The brand aspires to cater to varied tastes and values, aiming to create delightful sweets that everyone can enjoy, including those with allergies. By using carefully selected ingredients from the local area, every step in the production process is methodically crafted with care, ensuring product excellence. The TOIRO brand also emphasizes offering allergy-friendly and vegan-certified products to celebrate the diversity of food preferences.

The Takamichi Sukoyaka Factory

Founded in September 2014 as part of JR East's community revitalization initiatives in Niigata Prefecture, the Takamichi Sukoyaka Factory specializes in producing cakes that do not include common allergens such as eggs, dairy, and wheat. Under the guidance of Takaki Bakery Inc., skilled in advanced technological processes, they utilize the highly regarded Uonuma Koshihikari rice flour to create delectable products. These items are also made available as return gifts through the hometown tax donation program.

In conclusion, the Rice Flour Roll (Snow White) is more than just a dessert; it encapsulates a cultural narrative, celebrates local ingredients, and prioritizes consumer health—all while delighting the palate. With its trajectory of excellence, TOIRO is poised to shine bright in the world of gourmet desserts.