Calbee, Inc. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Shin Ehara) announced the release of a new product in its low-carb series, “Frugra® Low Carb Cacao & Strawberry Taste,” from its No. 1 selling cereal brand, “Frugra®.” The product will be available at stores other than convenience stores nationwide starting August 31, 2026.
“Frugra®” is a cereal that offers a crunchy texture, made by mixing oats, rye, brown rice, and other grains into a fragrant, baked granola and then adding fruits and nuts. It was launched in 1991 as “Fruit Granola” and renamed “Frugra®” in 2011. In March 2026, it celebrated its 35th anniversary and is currently the No. 1 selling cereal brand. In addition to the standard flavor, a variety of flavors are available, including limited-time and limited-quantity products.
In recent years, the market for low-carb products has continued to expand due to growing health consciousness. “Frugra® Low Carb” was launched in 2017 as a product that reduces the sugar content of the conventional “Frugra®” by using soy protein in the granola base. In August 2023, it was renewed with a more delicious and easy-to-eat taste, and has been well received.
As part of the “Frugra® Low Sugar” series lineup, the company launched “Berry & Cacao Taste” in March 2022. In October 2024, the flavor was renewed to allow consumers to more fully appreciate the cacao taste. This time, the product name has been changed to “Cacao & Strawberry Taste” to better convey the product’s characteristic combination of cacao and strawberry. Furthermore, the packaging has been refreshed for the entire series to emphasize the value of being low in sugar. This series is designed to be delicious and enjoyable to continue eating without getting tired of it, even though it’s low in sugar.
By using soy protein in the granola base, the product achieves a 30% reduction in carbohydrates compared to “Frugra®.” This product meets the needs of those who want to reduce their carbohydrate intake while maintaining the same delicious taste. The cocoa-flavored granola has an even richer bitterness and depth of flavor, pairing well with the tartness and sweetness of strawberries and raisins, resulting in a low-sugar treat that’s easy to keep eating. It is packed with protein, dietary fiber, iron, and eight kinds of vitamins.
The packaging now features a larger, more prominent indication of “low-carb.” The design has been revamped to convey both deliciousness and peace of mind while maintaining a consistent look across the series.
“Frugra® Low Carb Cacao & Strawberry Taste” will be available nationwide starting August 31, 2026.
