Sanei Confectionery Relaunches 'Sakusaku Pie' to Celebrate 100th Anniversary

Sanei Confectionery Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Koji Sato) will mark its 100th anniversary on April 1, 2025. To commemorate this milestone, the company is relaunching its flagship product, 'Sakusaku Pie,' which has been a core offering since its founding. The relaunched product will be available for a limited time at department stores, specialty shops, and online stores nationwide.

This revamp maintains the original crispy texture while enhancing the buttery flavor for a richer taste. Additionally, part of the raw materials has been switched to domestically sourced organic wheat, strengthening the company's commitment to sustainable manufacturing.

The packaging faithfully reproduces the craft paper design used when the company was founded in 1925. Each box features a printed serial number, increasing its value as a collectible item. Only 100,000 units will be produced, and the sales period is limited to April 1 through September 30, 2025.

In conjunction with the product launch, pop-up stores will open in Ginza, Tokyo, and Shinsaibashi, Osaka. Visitors can enjoy tastings, receive original merchandise, and view photo panels from the company's early days, offering an experiential event that brings the brand's history to life. The event is by reservation only, with advance registration available online.

President and CEO Koji Sato stated, 'We want this 100th anniversary not only to reflect on the past but also to serve as the first step toward the future.' Moving forward, the company plans to leverage this relaunch to expand brand awareness among younger generations and increase exports to Asian markets.