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MAISON ICHI Revamps Its Bread Lineup

MAISON ICHI, operated by Broad Edge Advisors, has undergone a comprehensive renovation of its product lineup, refocusing on its core offerings, particularly its range of hard bread. Following the first launch on July 16, the second phase unveils a variety of breads and pastries on August 25, 2023.

This revamp embraces traditional French baking techniques, including low-temperature long-fermentation and yudane (湯種) methods, alongside an innovative high-hydration technique that sets the brand apart. Each loaf is crafted entirely by hand from start to finish, emphasizing quality and artisanship.

The Symbol of Our Craft: High-Hydration Bread

Among the highlights is the introduction of the “high-hydration bread” series. While typical bread contains around 70% hydration, MAISON ICHI’s latest creations feature a staggering 120%. This challenging dough results in an extraordinarily moist and chewy texture that remains flavorful over time and retains freshness.

Bread Highlights:

• - High-Hydration Pain au Vin: Priced at ¥648 for takeaway and ¥660 for in-store dining, this bread melds three types of raisins into a luxurious dough infused with wine, offering a rich flavor and delightful chewiness.

• - High-Hydration Chocolate Cranberry: Also priced at ¥648 for takeaway and ¥660 for in-store, this bread combines chocolate, cranberries, and almonds for a luscious taste sensation.

• - High-Hydration Hojicha and Marron: Offering a unique blend of flavors, this intriguing creation includes roasted green tea and chestnuts, available for ¥669 takeaway and ¥682 in-store.

Boulangerie Pastries

MAISON ICHI also takes pride in creating baked confections that show off the bakery's skill and creativity.

• - Canelé: Available in strawberry and sweet chocolate varieties for ¥324 takeaway and ¥330 in-store, these pastries feature a crispy exterior and a chewy interior, beautifully finished with colorful chocolate.

• - Egg Tart: Priced the same as the canelé, this tart offers a deliciously rich egg custard nestled in a flaky, golden pastry.

Savory Delights: Quality-Focused Deli Breads

Beyond sweet treats, MAISON ICHI introduces a series of savory breads that highlight the essence of their ingredients, fulfilling your craving in a single bite.

• - Negi Miso Focaccia: Priced at ¥432 takeaway and ¥440 in-store, the combination of charred miso and green onions creates an irresistible flavor.

• - Shio-Koji Lemon Focaccia: Available for ¥462 takeaway and ¥454 in-store, this focaccia features chicken delicately flavored with lemon and shio-koji sauce.

• - Rich Crab Cream Croquette Bun: A luxurious crab cream croquette encased in soft bread, it retails for ¥540 takeaway and ¥550 in-store.

• - Shredded Sausage Danish: Priced at ¥540 takeaway and ¥550 in-store, this pastry marries a buttery croissant dough with juicy sausage and tangy tomato sauerkraut.

• - Melt-In-Your-Mouth Wagyu Curry Bun: This delightful bun features wagyu curry sauce, tender onions, and melted cheese and is priced at ¥454 for takeaway and ¥462 for in-store dining.

MAISON ICHI's Dedication to Handcrafted Bread

MAISON ICHI emphasizes ‘subtle luxury in everyday life’ through its commitment to traditional handcrafting methods. Each loaf is meticulously made to enhance and bring out wheat's natural aroma and the bread's handmade warmth, providing customers with a bakery experience that delights.

Using traditional low-temperature fermentation processes, bread dough ferments for 12 to 24 hours at low temperatures (4-7°C), allowing yeast to work slowly and extract maximum flavor from the wheat.

The yudane method introduces hot-water dough, improving moisture retention, resulting in a uniquely addictive chewy texture.

Insights from Our Production Head: Takeshi Hoshi

Takeshi Hoshi, the Production Head at MAISON ICHI, emphasizes quality above all in product development. Starting his journey in the baking world at 18 at the prominent bakery, Couronne, in Ibaraki, he honed his skills in various settings over the years. Joining MAISON ICHI in 2022, he quickly rose to become the Production Head in 2025, striving to balance quality and innovation.

Hoshi's dedication during this renovation process focuses on bringing out the nuances of various ingredients, including premium French butter for croissants and high-quality wheat sourced from France for baguettes, guaranteeing a rich flavor experience.

A Message to Customers

Hoshi expresses how grateful they are to bring joy to customers’ tables with their lovingly baked bread. They invite everyone to experience the new offerings from MAISON ICHI, which aim to be both delicious on their own and complement meals perfectly.

Product Launch Overview

With a rich repertoire including semi-hard breads, crispy croissants, and high-hydration loaves, MAISON ICHI is set to redefine bakery standards. Made fresh daily and distributed to its three Tokyo locations and one in Yokohama, you can enjoy the exceptional taste of MAISON ICHI breads.

Store Information

• - Website: MAISON ICHI
• - Instagram: MAISON ICHI Instagram

Store Locations:

• - MAISON ICHI Nishimagome

Address: 2-2-1 Nishimagome, Ota-ku, Tokyo
Phone: 03-5742-5162
Hours: 11:00 AM - 8:00 PM
Closed: irregular holidays

• - MAISON ICHI Tokyu Food Show Edge

Address: 2-24-12 Shibuya, Shibuya-ku, Tokyo, B2F Shibuya Scramble Square
Phone: 03-6427-5140
Hours: 10:00 AM - 9:00 PM
Closed: based on facility hours

• - MAISON ICHI Kyodo

Address: 3-1-31 Miyazaka, Setagaya-ku, Tokyo
Phone: 03-5799-7991
Hours: 10:00 AM - 8:00 PM
Closed: irregular holidays

• - MAISON ICHI Yokohama Takashimaya

Address: 1-6-31 Minamisai, Nishi-ku, Yokohama
Phone: 045-548-8781
Hours: 10:00 AM - 9:00 PM
Closed: based on facility hours

MAISON ICHI's new product lineup is ready to impress your taste buds with their dedication to quality and flavor.