SHIRO SASARAYA's New Snack Sensation: Introducing Antorobei this May!

SHIRO SASARAYA's New Sensation: Antorobei

On May 1, 2025, the esteemed rice cracker manufacturer, Hinodeya Seika Sangyo, will launch its latest creation, Antorobei, under its SHIRO SASARAYA brand. This new product promises to revolutionize the world of rice snacks with a unique blend of textures and flavors.

A Revolutionary Rice Snack

Antorobei is a novice rice cracker that intriguingly combines the smooth, sweet red bean paste made from carefully selected Hokkaido-adzuki beans with a crisp rice cracker that features white shrimp, affectionately nicknamed “the jewel of Toyama Bay.” This innovative snack encapsulates a century’s worth of tradition and culinary flair, resulting in an experience unlike any other. The crunchy texture of the shrimp cracker meets the velvety sweetness of the red bean paste, creating a delightful burst of flavor in every bite.

Features of Antorobei

1. White Shrimp Cracker: Renowned for their translucent pink hue, white shrimp from Toyama Bay are incorporated into the cracker mix, giving it a rich, savory profile. Once baked until perfectly crispy, these crackers deliver a nutty, aromatic crunch that sets the tone for the snack.

2. Smooth Red Bean Paste: The filling is a tribute to traditional Japanese taste, prepared from select adzuki beans sourced from Hokkaido. With a gentle sweetness and a creamy texture, this bean paste features a unique, innovative coating achieved with white chocolate, ensuring that the flavors harmonize without compromising the cracker's texture.

Product Lineup

Antorobei will be available in several package sizes:

- 3-pack: 600 yen (648 yen including tax)
- 6-pack: 1,300 yen (1,404 yen including tax)
- 12-pack: 2,500 yen (2,700 yen including tax)

The pre-order will kick off on April 21, 2025, followed by the official launch on May 1, 2025, at the online shop SHIRO SASARAYA.

Pop-Up Store Information

SHIRO SASARAYA will also hold pop-up stores for customers to sample and purchase Antorobei directly:
Atre Ebisu (Main Building, 3F Triangle)

- Dates: May 1 - May 14, 2025
- Address: 1-5-5 Ebisu Minami, Shibuya, Tokyo 150-0022
- Hours: 10 AM - 9 PM (hours may adhere to the facility schedule)

Gransta Tokyo (1F North Corridor, POP UP GRANSTA GREEN)

- Dates: May 19 - June 8, 2025
- Address: 1-9-1 Marunouchi, Chiyoda, Tokyo 100-0005, JR East Tokyo Station 1F
- Hours: Mon-Sat 8 AM - 10 PM; Sun & Holidays 8 AM - 9 PM (Final day closes at 8 PM)

For ongoing pop-up store details, please check the official Antorobei website here.

The Story Behind Antorobei

The creation of Antorobei stems from a desire to innovate on established traditions. By exploring potential flavor pairings, the team at Hinodeya Seika looked towards the harmonious blend of rice crackers and sweet red bean paste. Despite the familiarity of these flavors, challenges arose due to the moisture content of the red bean paste affecting the cracker's integrity. After two years of experimentation, they successfully devised a technique to prevent moisture transfer.

Using their proprietary chocolate coating technique, the balance of flavors between white shrimp, red bean, and chocolate was achieved, leading to the birth of Antorobei—a snack that delights the senses without compromising texture or flavor.

About SHIRO SASARAYA

Established in 1924, SHIRO SASARAYA is dedicated to promoting the allure of rice crackers, especially among the younger generation. The brand features a unique combination of traditional Japanese ingredients, such as local Toyama rice and white shrimp, with an innovative twist that introduces Western flavors. By incorporating diverse materials like olive oil and white truffle, SHIRO SASARAYA sets itself apart, creating rice crackers that reflect a harmonious blend of East and West.

SHIRO SASARAYA products can also be purchased directly at the official online shop: SHIRO SASARAYA Shop.

Company Overview

Founded in 1924, Hinodeya Seika Sangyo aims to deliver joy through rice snacks that are deeply intertwined with Japan’s history, culture, and ecosystems. With a commitment to local production using regional ingredients, they ensure safety and assurance in their products promoted under the motto of “locally sourced, locally made.”