Peel it? Watch it melt? Experiential ice cream makes its debut at Aeon's frozen food specialty store "@FROZEN"!

Starting Monday, April 13, 2026, Aeon Retail will begin a full-scale rollout of two "experiential ice cream" products from GOLD STAR Co., Ltd.—the "Peelable Banana Bar" and the "Bero-Bero Bar"—at its frozen food specialty stores, "@FROZEN"*1, located across the Tohoku, Kanto, Tokai, and Kinki regions. These products are designed to make the act of eating itself fun.

These items offer an unprecedented "exciting ice cream time" through dynamic experiences such as "peeling," "melting," and "transforming," as well as changes in appearance and texture.

In recent years, the ice cream and sweets market has seen a growing trend where, in addition to traditional values like taste and price, there is an increased emphasis on the "experience" itself, such as visual appeal and the surprise factor during consumption. In particular, the spread of social media and video platforms has expanded the joy of sharing the moment of eating and the process of change, further heightening interest in products that can be enjoyed with all five senses.

Against this backdrop, Aeon's frozen food specialty store "@FROZEN" is launching these experiential ice creams as a new value proposition to "enrich the time spent eating." The three products being introduced are characterized by their ability to change in appearance and texture over time or through the way they are eaten, allowing customers to enjoy the process of consumption. The "Peelable Banana Bar" incorporates the playful concept of peeling the product to eat it, mimicking the shape of a real banana and adding fun to the eating process. It features a soft, jelly-like outer texture with a smooth, rich banana flavor inside, offering enjoyment in both appearance and taste. Meanwhile, the "Bero-Bero Bar" is a new type of bar ice cream where the texture changes from ice cream to jelly as you eat it. It is resistant to melting and dripping even after some time has passed, and customers can enjoy its unique chewy texture and the change in its translucent appearance.

Both products propose a new ice cream experience to be savored with all five senses through ingenuity in appearance, texture, and consumption methods. We are delivering a new ice cream experience where you can enjoy the process of eating itself, whether for family gatherings or a little moment of daily pleasure.

≪Examples of Products Offered≫

Peelable Banana Bar This is a playful, experiential banana ice cream that you eat by peeling. It is shaped like a real banana, with a soft, jelly-like outer texture and a sweet, smooth, rich banana flavor that spreads from the inside.

It is a new type of ice cream that differs from traditional frozen confections, enriching the very time spent eating. *The peel is also edible.

Selling price: 158 yen (170.64 yen including tax)*2

Bero-Bero Bar Strawberry Flavor This is an experiential ice cream that incorporates the new concept of changing texture as you eat. It starts as a cool ice cream and transitions into the chewy, soft texture characteristic of jelly, allowing you to naturally experience the refreshing, sweet taste of strawberries and a fruity flavor that fills your mouth.

The balance between sweetness and fruitiness is exquisite, tasting just like real fruit ice cream.

Selling price: 158 yen (170.64 yen including tax)*2

Bero-Bero Bar Apple Flavor This is a new, experiential ice cream where the texture changes as you eat. It begins as a crisp, cool ice cream and softens into a jelly-like consistency over time, harmonizing the refreshing flavor of apple with a chewy texture.

It is a new type of ice cream with a translucent appearance and a light aftertaste that can be enjoyed comfortably until the very end.

Selling price: 158 yen (170.64 yen including tax)*2

【Sales Overview】 Full-scale launch date: Starting Monday, April 13, 2026*1 Participating stores: 19 "@FROZEN" frozen food specialty stores in the Tohoku, Kanto, Tokai, and Kinki regions (List of stores: Miyagi: Aeon Style Sendai Kamisugi; Ibaraki: Aeon Style Mito Uchihara; Gunma: Aeon Style Takasaki; Saitama: Aeon Style Laketown, Aeon Style Yono, Aeon Kawaguchi Maekawa, Aeon Kasukabe; Chiba: Aeon Style Shin-Urayasu MONA; Tokyo: Aeon Style Shinagawa Seaside, Aeon Style Itabashi; Kanagawa: Aeon Style Yokohama Seya, Aeon Style Yokosuka, Aeon Style Shin-Yurigaoka; Shizuoka: Aeon Style Fujinomiya; Aichi: Aeon Style Atsuta, Aeon Aratamabashi; Kyoto: Aeon Style Kyoto Katsuragawa; Osaka: Aeon Sakai Kitahanada, Aeon Style Shijonawate)

【Reference】 ≪About "@FROZEN"≫ "@FROZEN" is one of Japan's largest frozen food specialty stores, based on the concept of "transforming Japan's food scene through frozen foods and creating a 'new food style'." Focusing on five food scenes—"breakfast," "lunch," "dinner," "snacks," and "sweets"—it offers authentic flavors and international menus that enhance not only "daily use" but also "special days" such as anniversaries and parties. It has been well-received by a wide range of customers, including dual-income households, seniors, single-person households, and the MZ generation.

*1: Some stores may not carry these products. *2: When purchasing individual items, the tax-included price is rounded down to the nearest cent.