Calbee, Inc. has announced the release of its seasonal cereal product, “Frugra® Matcha Azuki Flavor,” available nationwide for a limited time starting March 23, 2026.
The product is part of Calbee’s flagship Frugra range, Japan’s leading cereal brand, which has maintained strong market performance through continuous innovation and seasonal offerings. Originally launched in 1991 as “Fruit Granola,” the brand celebrates its 35th anniversary in 2026.
The limited-edition flavor combines traditional Japanese ingredients with granola, featuring a rich matcha base paired with sweetened azuki beans sourced from Hokkaido, along with strawberries and raisins. The formulation delivers a balance of bitterness, sweetness, and umami, while maintaining the product’s signature crunchy texture.
Designed to appeal to both domestic consumers and international visitors, the product emphasizes authentic Japanese taste elements and includes packaging inspired by traditional aesthetics. Nutritionally, each serving provides dietary fiber, iron, and a range of essential vitamins.
The product will be available across Japan, excluding convenience stores, and is scheduled for distribution through early June 2026.
This launch highlights Calbee’s continued focus on diversifying its portfolio beyond potato-based snacks, expanding into health-oriented and cereal categories while leveraging seasonal and culturally inspired flavors.
