Lotte Revolutionizes Crunchy Chocolate with Unique Opening Experience for New Products
Lotte, a prominent confectionery company based in Shinjuku, Tokyo, is set to launch an exciting new experience in chocolate packaging with its renowned "Crunchy" and "Zaku Zaku Yami Tsuki Crunchy" brands on April 14, 2026. This groundbreaking initiative, known as "Paki-tto Open™", is the first of its kind in the domestic market, allowing consumers to easily split the packaging down the center for a delightful unboxing experience. This innovative package aims to deliver not only the cherished taste of chocolate but also a refreshing moment that can lighten the burdens of daily life.
With the rise in living costs and the pressures of social media, many individuals face heightened stress. In this fast-paced environment, the Crunchy chocolate offers a delightful escape with its satisfying crunchy texture and sweet chocolate flavor. Lotte has been closely researching the act of opening candy packages, striving to transform this everyday task into a refreshing moment that may slightly alleviates the frustrations of daily life. As we enter spring—a time often marked by new beginnings and increased stress due to work or social relations—the aim is to foster a positive mindset with every bite of Crunchy chocolate.
The new design significantly enhances the unboxing experience. Traditionally, opening a chocolate bar might lead to crumbs or difficulties in sharing the treat, but the new approach simplifies the process by allowing users to press and fold the box at the center, enabling an effortless opening. This two-part separation offers the perfect way to share the chocolate without compromising its appearance. Lotte's internal studies comparing the old method with this new approach indicate that consumers find the unboxing process much more satisfying, boosting the overall enjoyment of the product.
Lotte took nearly two years to finalize this renewal with over 50 prototypes of the Crunchy puff developed to ensure an optimal crispy texture. By adjusting the type of starch used in the puff and refining its moisture retention, Lotte has succeeded in creating a texture that is not only enjoyable but also extends the delight of each piece. This dedication ensures that the product exceeds previous standards for both taste and texture appreciation among a wide age range of consumers.
Riyo Sugawara, a member of Lotte's Chocolate and Biscuit Research Department, emphasized the importance of the packaging development process, stating that a great product should deliver enjoyment from the moment it is opened. After exhaustive design iterations, the refreshed packaging aims to evoke a crucial first impression through a unique opening experience that encourages a more optimistic outlook amid daily pressures.
Alongside the standard Crunchy chocolate, Lotte will also introduce new variants including the Zaku Zaku Yami Tsuki Crunchy bar and a larger pouch size. Both will be available on the same launch date, catering to the growing demand for snacks that provide a satisfying texture and flavor. The expansive range aims to appeal to consumers looking for an enjoyable treat to enjoy during busy moments when they need a pick-me-up, whether that be during work or at home.
Both the Crunchy products, including the traditional Crunchy and the Zaku Zaku Yami Tsuki versions, will be priced around ¥226 (including tax) and will be available nationwide beginning April 14, 2026. The vibrant packaging, designed to look brighter and more appealing, aligns with Lotte's commitment to bringing joy through well-designed products that sit at the intersection of quality and innovation.
With these developments, Lotte hopes to continue its mission of enhancing user experience and contributing to a well-being-focused society. They encourage consumers to try out the new offerings and experience firsthand the refreshed Crunchy collection, which promises to deliver elevating moments directly through its uniquely designed packaging and delectable chocolate treats. Experience the perfect combination of flavor and feel-good sensations, courtesy of Lotte’s innovative approach to sweet indulgence.
Background of the Renewal
With the rise in living costs and the pressures of social media, many individuals face heightened stress. In this fast-paced environment, the Crunchy chocolate offers a delightful escape with its satisfying crunchy texture and sweet chocolate flavor. Lotte has been closely researching the act of opening candy packages, striving to transform this everyday task into a refreshing moment that may slightly alleviates the frustrations of daily life. As we enter spring—a time often marked by new beginnings and increased stress due to work or social relations—the aim is to foster a positive mindset with every bite of Crunchy chocolate.
Features of the New "Paki-tto Open™" Packaging
The new design significantly enhances the unboxing experience. Traditionally, opening a chocolate bar might lead to crumbs or difficulties in sharing the treat, but the new approach simplifies the process by allowing users to press and fold the box at the center, enabling an effortless opening. This two-part separation offers the perfect way to share the chocolate without compromising its appearance. Lotte's internal studies comparing the old method with this new approach indicate that consumers find the unboxing process much more satisfying, boosting the overall enjoyment of the product.
Enhanced Texture for Maximum Enjoyment
Lotte took nearly two years to finalize this renewal with over 50 prototypes of the Crunchy puff developed to ensure an optimal crispy texture. By adjusting the type of starch used in the puff and refining its moisture retention, Lotte has succeeded in creating a texture that is not only enjoyable but also extends the delight of each piece. This dedication ensures that the product exceeds previous standards for both taste and texture appreciation among a wide age range of consumers.
Integration of Positive Experiences
Riyo Sugawara, a member of Lotte's Chocolate and Biscuit Research Department, emphasized the importance of the packaging development process, stating that a great product should deliver enjoyment from the moment it is opened. After exhaustive design iterations, the refreshed packaging aims to evoke a crucial first impression through a unique opening experience that encourages a more optimistic outlook amid daily pressures.
New Variants and Expansions
Alongside the standard Crunchy chocolate, Lotte will also introduce new variants including the Zaku Zaku Yami Tsuki Crunchy bar and a larger pouch size. Both will be available on the same launch date, catering to the growing demand for snacks that provide a satisfying texture and flavor. The expansive range aims to appeal to consumers looking for an enjoyable treat to enjoy during busy moments when they need a pick-me-up, whether that be during work or at home.
Availability and Pricing
Both the Crunchy products, including the traditional Crunchy and the Zaku Zaku Yami Tsuki versions, will be priced around ¥226 (including tax) and will be available nationwide beginning April 14, 2026. The vibrant packaging, designed to look brighter and more appealing, aligns with Lotte's commitment to bringing joy through well-designed products that sit at the intersection of quality and innovation.
With these developments, Lotte hopes to continue its mission of enhancing user experience and contributing to a well-being-focused society. They encourage consumers to try out the new offerings and experience firsthand the refreshed Crunchy collection, which promises to deliver elevating moments directly through its uniquely designed packaging and delectable chocolate treats. Experience the perfect combination of flavor and feel-good sensations, courtesy of Lotte’s innovative approach to sweet indulgence.
Topics Consumer Products & Retail）
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