Calbee, Inc. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Shin Ehara) will launch “Frugra® Ball Earl Grey Milk Tea Flavor,” a new product in the “Frugra® Ball” series featuring bite-sized balls of “Frugra®,” the No. 1 selling cereal brand, at stores other than convenience stores nationwide for a limited time from September 7, 2026 (Monday).
In order to expand the occasions when “Frugra®” can be enjoyed, Calbee began developing a new product based on the concept of “a product that can be easily enjoyed anytime, anywhere.” After making improvements with an emphasis on nutrition, ease of eating, and the quality of ingredients, Calbee launched “Calbits Frugra®” nationwide in March 2020. The product retained the crunchy texture and delicious taste of “Frugra®” while offering it in a convenient, bite-sized round shape. In March 2021, the product name was changed to “Frugra® Bits,” and in September 2024, it was changed to “Frugra® Ball.” In addition to the standard flavors, limited-time flavors such as “Milk Caramel” and “Strawberry Milk” have also been introduced.
In recent years, the tea beverage market has continued to expand globally, driven by growing health consciousness. In Japan, tea has also become increasingly familiar and popular through trends such as “afternoon tea activities.” Taking advantage of the convenient, bite-sized format of “Frugra® Ball,” Calbee developed “Frugra® Ball Earl Grey Milk Tea Flavor,” allowing consumers to enjoy the delicious taste of milk tea without the need to add milk. We hope that consumers will enjoy this product as a convenient treat when taking a short break from work, housework, or their daily activities.
This nutritional snack offers the crunchy texture of “Frugra®,” together with the delicious taste and nutrients of carefully selected ingredients packed into each bite, making it easy to enjoy anytime, anywhere. The bite-sized pieces, approximately 20 mm in diameter, are ideal for a quick snack or nutritional boost in a variety of situations, including school, work, and outdoor activities.
The product is rich in dietary fiber, iron, and eight kinds of vitamins.
“Frugra® Ball Earl Grey Milk Tea Flavor” features a milk tea-flavored granola base that combines the elegant aroma of bergamot with the rich and mellow taste of milk tea, creating a satisfying flavor. Raspberries and cranberries are added as toppings, providing a pleasant balance of sweetness and tartness that complements the flavor of the granola.
The package features a light purple base color inspired by Earl Grey tea and is decorated with illustrations of tea leaves. The design expresses the elegant aroma and sophisticated world of Earl Grey milk tea.
