Confectionery Battle on "Sweet" Heisei Memories Heating Up

Economy

Tokyo, April 6 (Jiji Press)--With less than a month to go before the change of era in Japan, a sales battle is heating up among food makers and retailers to steal the hearts of consumers and help them remember "sweet" memories with confectionery that became hits during the 30-year Heisei era.

Confectionery maker Monteur Co., based in the city of Yashio, Saitama Prefecture, north of Tokyo, has released, for sale only in April, a new tiramisu Italian dessert product that is large enough to be shared by two or three people.

Tiramisu took the nation by storm right after Heisei started in 1989 and has since become rooted in society. The era is set to end on April 30, when Emperor Akihito abdicates, and the new era, Reiwa, will start on May 1, in line with Crown Prince Naruhito's enthronement on the day.

Monteur, which usually offers a small cup of tiramisu, basically for one person, created the larger item, "Tiramisu Cake," assuming that people will have more chances to look back at Heisei with families and friends during the final month of the era, company officials said.

Major confectionery maker Fujiya Co. <2211> has launched a special version of its mainstay "Look" chocolate that includes the flavors of four popular Heisei era sweets--tiramisu, mango pudding, creme brulee and raw caramel.

[Copyright The Jiji Press, Ltd.]

Jiji Press