Yuraku Confectionery's New Milk Mania Hits 10 Million Sales Milestone in Just 7 Months!
Yuraku Confectionery, an innovative player in the chocolate industry based in Kodaira, Tokyo, celebrates a significant achievement with its new brand, Milk Mania. This delightful chocolate bar, emphasizing the richness of milk, has surpassed 10 million units sold within just 7 months of its official launch. This remarkable milestone has led the company to initiate a special SNS campaign and offer a limited-edition commemorative set featuring a unique tote bag and sticker, available exclusively on their official online shop.
Milk Mania stands out with its carefully selected milk ingredients, creating a deep, rich flavor complemented by a unique "saku & horo" texture. This chocolate bar combines cream powder and condensed milk in a perfect 1:1 ratio, along with milk flavor granules, butter cookies, and burnt butter oil to deliver a satisfying milky taste and texture experience.
The texture of Milk Mania is distinctively lighter compared to the crunchiness of Black Thunder, focusing on a delightful combination of gentle milk sweetness, buttery richness, and a melt-in-your-mouth sensation aimed at providing a small moment of special indulgence in everyday life.
Despite being a new brand, Milk Mania quickly gained popularity, reaching over 10 million units sold shortly after its launch. This rapid success can be attributed to several factors:
Following its release, Milk Mania also received top accolades in chocolate categories within consumer review websites, further affirming the positive feedback regarding its flavor and texture. The achievement of 10 million units sold marks a significant benchmark, indicating the product's acceptance and success among consumers.
The inception of Milk Mania arose from a quest to explore new brand potential. Leveraging Yuraku's expertise in chocolate and ingredients, the focus landed on milk—an everyday yet profound ingredient. The team sifted through over 50 proposals, ultimately honing in on this idea. Unlike typical projects that conclude after a few trials, Milk Mania underwent more than 40 rounds of testing, alongside numerous tasting sessions leading to its commercial readiness. Initial prototypes utilized a lighter puff texture, but differences from the desired quality and satisfaction prompted a re-evaluation of ingredients and chocolate configurations. Transitioning to a custom biscuit-based texture led to the current "saku & horo" result. Additionally, identifying the right milk ingredient ratios and taste involved multiple iterations, where various departments worked together to ensure a bold milky flavor while maintaining stable quality during mass production.
While Yuraku's flagship product, Black Thunder, is popular for its crunchy texture and satisfying bite, Milk Mania represents a fresh direction focusing solely on the inherent goodness of its ingredients. By proposing a different value proposition, the brand aims to connect with new customers.
Interestingly, Milk Mania has observed a higher proportion of female customers compared to Black Thunder, reaching audiences that previously had limited interaction with Yuraku’s offerings. The achievement of 10 million units serves as evidence of the acceptance and success of this new brand journey, and Yuraku is committed to nurturing Milk Mania as a brand that can stand alongside Black Thunder.
Yuraku is launching a limited edition commemorative set on their official online store, limited to only 300 sets. The tote bag, celebrating the 10 million units milestone, features a custom design showcasing the Milk Mania dairy cow, exclusively available through this offer.
Set includes:
*Note: Shipping and cool delivery costs apply. Offer valid until stocks last.
Visit the URL for more details: Yuraku Online Shop
In gratitude for customer support, an SNS campaign will be launched, running from September 1, 2026, noon to September 15, 2026, 23:59.
- Number of winners: 30
- How to enter: Follow the official Black Thunder account and repost the campaign post.
- Number of winners: 3
- How to enter: Follow the official Black Thunder account and comment on your favorite aspect of Milk Mania on the campaign post.
Follow the official account here: Black Thunder X
Special site for Milk Mania: Milk Mania Special Site
What is Milk Mania?
Milk Mania stands out with its carefully selected milk ingredients, creating a deep, rich flavor complemented by a unique "saku & horo" texture. This chocolate bar combines cream powder and condensed milk in a perfect 1:1 ratio, along with milk flavor granules, butter cookies, and burnt butter oil to deliver a satisfying milky taste and texture experience.
The texture of Milk Mania is distinctively lighter compared to the crunchiness of Black Thunder, focusing on a delightful combination of gentle milk sweetness, buttery richness, and a melt-in-your-mouth sensation aimed at providing a small moment of special indulgence in everyday life.
Reasons Behind its Success: Rich Creaminess and Unique Texture
Despite being a new brand, Milk Mania quickly gained popularity, reaching over 10 million units sold shortly after its launch. This rapid success can be attributed to several factors:
- - A brand design that focuses on showcasing the deliciousness of milk.
- - Clear quality emphasis through the 1:1 blend of cream flavor and condensed milk powders.
- - A new "saku & horo" texture that offers a contrasting experience to the existing Black Thunder.
- - A simple, elegant packaging that represents a different brand world from its predecessor.
Following its release, Milk Mania also received top accolades in chocolate categories within consumer review websites, further affirming the positive feedback regarding its flavor and texture. The achievement of 10 million units sold marks a significant benchmark, indicating the product's acceptance and success among consumers.
Behind the Development: From 50 Concepts to Final Taste
The inception of Milk Mania arose from a quest to explore new brand potential. Leveraging Yuraku's expertise in chocolate and ingredients, the focus landed on milk—an everyday yet profound ingredient. The team sifted through over 50 proposals, ultimately honing in on this idea. Unlike typical projects that conclude after a few trials, Milk Mania underwent more than 40 rounds of testing, alongside numerous tasting sessions leading to its commercial readiness. Initial prototypes utilized a lighter puff texture, but differences from the desired quality and satisfaction prompted a re-evaluation of ingredients and chocolate configurations. Transitioning to a custom biscuit-based texture led to the current "saku & horo" result. Additionally, identifying the right milk ingredient ratios and taste involved multiple iterations, where various departments worked together to ensure a bold milky flavor while maintaining stable quality during mass production.
Towards Establishing a New Brand Pillar
While Yuraku's flagship product, Black Thunder, is popular for its crunchy texture and satisfying bite, Milk Mania represents a fresh direction focusing solely on the inherent goodness of its ingredients. By proposing a different value proposition, the brand aims to connect with new customers.
Interestingly, Milk Mania has observed a higher proportion of female customers compared to Black Thunder, reaching audiences that previously had limited interaction with Yuraku’s offerings. The achievement of 10 million units serves as evidence of the acceptance and success of this new brand journey, and Yuraku is committed to nurturing Milk Mania as a brand that can stand alongside Black Thunder.
Celebrating the 10 Million Unit Achievement
Special Thank You Set Exclusively Available on the Online Shop
Yuraku is launching a limited edition commemorative set on their official online store, limited to only 300 sets. The tote bag, celebrating the 10 million units milestone, features a custom design showcasing the Milk Mania dairy cow, exclusively available through this offer.
Set includes:
- - Milk Mania products (2 boxes of Milk Mania, 2 boxes of Milk Mania Strawberry)
- - Original tote bag: 1 piece
- - Original sticker: 1 piece
*Note: Shipping and cool delivery costs apply. Offer valid until stocks last.
Visit the URL for more details: Yuraku Online Shop
SNS Campaign Engagement
In gratitude for customer support, an SNS campaign will be launched, running from September 1, 2026, noon to September 15, 2026, 23:59.
- - Prize A: Milk Mania Trial Prize
- Number of winners: 30
- How to enter: Follow the official Black Thunder account and repost the campaign post.
- - Prize B: Milk Mania Enthusiast Comment Prize
- Number of winners: 3
- How to enter: Follow the official Black Thunder account and comment on your favorite aspect of Milk Mania on the campaign post.
Follow the official account here: Black Thunder X
Product Overview
- - Product Name: Milk Mania
- - Content: 1 bar
- - Suggested retail price: 86 JPY (tax included)
- - Available at convenience stores, supermarkets, and drugstores nationwide (availability may vary).
- - Product Name: Milk Mania Strawberry
- - Content: 1 bar
- - Suggested retail price: 86 JPY (tax included)
- - Available at various retail outlets (availability may vary).
Special site for Milk Mania: Milk Mania Special Site
Topics Consumer Products & Retail）
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