Ichiroku Honpo Launches Renewed "Kurumiyu" Confectionery and Introduces PR Character "Kurunrun"
Ichiroku Co., Ltd. (Matsuyama City, Ehime Prefecture) will launch a renewed version of its "Kurumiyu" confectionery on April 20, 2026. This product, loved for 45 years since its 1981 release, features a revised pie crust, 1.3 times more homemade bean paste, and 1.5 times more walnuts (compared to previous version). A new PR character, "Kurunrun," will be introduced, and TV commercials will begin airing. The company aims to expand its sales channels nationwide from its current Ehime-centric focus, with a first-year sales target of 101 million yen (excluding tax). A limited-time "Trial Pack (2 pieces)" will also be available.
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- 📰 Published: April 14, 2026 at 01:49
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Ichiroku Co., Ltd. (Matsuyama City, Ehime Prefecture) will release the renewed "Kurumiyu" on April 20, 2026. "Kurumiyu," a confectionery loved in Ehime for 45 years since its launch in 1981, has been made even more delicious. The company plans to expand its reach both within and outside the prefecture with its new PR character "Kurunrun."
"Kurumiyu" has been cherished as an Ehime snack for 45 years since its 1981 launch. Its flavor, combining traditional Japanese bean paste with walnuts, wrapped in a Western-style pie and baked, is popular across all age groups. Following a renewal in 1993, it has now been further improved.
The renewed product features an increased amount of bean paste and walnuts. The pie crust's manufacturing method and ingredients have been revised for a moister texture. Homemade bean paste has been increased by 1.3 times, and walnuts by 1.5 times compared to the previous version. This enhances the flavors of the bean paste and walnuts, complementing the moist pie texture.
A new PR character, "Kurunrun," has been introduced along with the renewal, and a TV commercial featuring Kurunrun and friends will begin airing on April 20. The company plans to develop campaigns and promotions featuring "Kurunrun."
Ichiroku Honpo aims to expand "Kurumiyu" from an "Ehime snack" to a "national snack." While previously focused on Ehime, this renewal marks an aggressive push to expand sales channels nationwide. The goal is for "Kurumiyu" to become a core product alongside "Ichiroku Tart."
A limited-time "Trial Pack (2 pieces)" will be sold at Ichiroku Honpo stores (25 locations in Ehime Prefecture) from April 20 to April 30 at a special price of 270 yen (tax included), down from the usual 302 yen.
Sales overview: Product name: Kurumiyu. Sales period: April 20, 2026 (Monday) onwards (year-round sales). Retailers: Ichiroku Honpo (25 stores in Ehime Prefecture) / Official shopping site, souvenir shops in Chugoku and Shikoku regions (airports, stations, express service areas, Dogo shopping street, etc.), events and product exhibitions / national department store confectionery sections (as needed), and mass retailers outside Ehime (mainly Kansai and Kanto regions) (as needed). First-year sales target: 730,000 units (loose equivalent) / 101,000,000 yen (excluding tax).
"Kurumiyu" has been cherished as an Ehime snack for 45 years since its 1981 launch. Its flavor, combining traditional Japanese bean paste with walnuts, wrapped in a Western-style pie and baked, is popular across all age groups. Following a renewal in 1993, it has now been further improved.
The renewed product features an increased amount of bean paste and walnuts. The pie crust's manufacturing method and ingredients have been revised for a moister texture. Homemade bean paste has been increased by 1.3 times, and walnuts by 1.5 times compared to the previous version. This enhances the flavors of the bean paste and walnuts, complementing the moist pie texture.
A new PR character, "Kurunrun," has been introduced along with the renewal, and a TV commercial featuring Kurunrun and friends will begin airing on April 20. The company plans to develop campaigns and promotions featuring "Kurunrun."
Ichiroku Honpo aims to expand "Kurumiyu" from an "Ehime snack" to a "national snack." While previously focused on Ehime, this renewal marks an aggressive push to expand sales channels nationwide. The goal is for "Kurumiyu" to become a core product alongside "Ichiroku Tart."
A limited-time "Trial Pack (2 pieces)" will be sold at Ichiroku Honpo stores (25 locations in Ehime Prefecture) from April 20 to April 30 at a special price of 270 yen (tax included), down from the usual 302 yen.
Sales overview: Product name: Kurumiyu. Sales period: April 20, 2026 (Monday) onwards (year-round sales). Retailers: Ichiroku Honpo (25 stores in Ehime Prefecture) / Official shopping site, souvenir shops in Chugoku and Shikoku regions (airports, stations, express service areas, Dogo shopping street, etc.), events and product exhibitions / national department store confectionery sections (as needed), and mass retailers outside Ehime (mainly Kansai and Kanto regions) (as needed). First-year sales target: 730,000 units (loose equivalent) / 101,000,000 yen (excluding tax).