Wheat-Flavored Bread 'D.baguette by parigot & DIA' Adjusts Sales Limits After Two Months of Sell-Outs

DIA Co., Ltd. (Headquarters: Higashinari-ku, Osaka City; President: Shunsuke Tada), celebrating its 80th anniversary this year, opened its new brand 'D.baguette by parigot & DIA' (hereinafter D.baguette) on April 20, 2026, in the 'Cafe & Bakery' zone on the first basement floor of Daimaru Umeda Store's east area. D.baguette is a collaboration between Chef Abe Ryuuzou, who runs 'Boulangerie parigot' in Tennoji-ku, Osaka, and a team led by DIA's master bread artisan, Koji Nakaniishi, aiming to deliver authentic bread that maximizes the natural umami of wheat.

Since its grand opening, the store has welcomed far more customers than anticipated daily, resulting in frequent shortages of popular items such as baguettes. Despite existing purchase limits, D.baguette will further adjust the 'baguette sales start time' and 'purchase limits for popular items' starting Monday, June 15.

[Baguette Sales Time] Sales begin at 13:00 (sold out until close)

[Purchase Limits]
- Baguettes: 1 item from 2 varieties
- Tenhaku Shokupan: 1 item from 2 varieties
- Croissants: up to 3 items

* Previous baguette sales time: 10:00
* Previous purchase limit: total of 7 items (with baguettes and Tenhaku Shokupan limited to 1 item each from 2 varieties)

◾️ D.baguette's method involves a meticulous two-day, handcrafted preparation process with 12–16 hours of maturation and fermentation

Since the grand opening on April 20, the core products—'D.baguette,' 'Tenhaku Shokupan,' and 'Croissant'—have sold out daily due to overwhelming customer demand. Although D.baguette has expanded production beyond initial plans and implemented thorough pre-production preparations, daily sell-outs continue due to unexpectedly high foot traffic.

Each loaf at D.baguette is carefully handcrafted by skilled artisans. For baguettes, the process includes low-temperature, long-duration fermentation (12–16 hours), a two-day preparation cycle, and baking in specialized ovens—steps essential for quality but inherently limiting production volume.

We sincerely appreciate your understanding as we strive to serve more customers through these adjustments to sales time and purchase limits.

◾️ Crafted method to enhance wheat sweetness: 'Low-Temperature, Long-Duration Maturation and Fermentation'

D.baguette uses carefully selected wheat and butter, emphasizing a method of low-temperature, long-duration fermentation to maximize the natural sweetness of wheat. The bread is meticulously controlled from preparation to baking, aiming to deliver the same sensory experience as freshly cooked rice—where the sweetness of wheat is fully appreciated upon eating.

For example, the baguette blends carefully selected French and domestic wheat, undergoing slow, sugar-free fermentation over an extended period to extract the maximum natural sweetness. The initial bite delivers the 'sweetness of wheat' that humans instinctively find delicious. As saliva breaks down the starch, a second wave of sweetness emerges—intensifying with each chew. Without added sugar, the aftertaste remains clean, allowing the pure flavor of wheat to linger pleasantly.

1. Design for 'Sugar Retention' via the Mechanism of 'Low-Temperature, Long-Duration Maturation and Fermentation'

In conventional baguette production, yeast consumes nearly all sugar in the dough during fermentation, leaving little residual sweetness. To prevent this, D.baguette uses minimal yeast and ferments slowly at low temperatures over 12–16 hours. This precise control ensures that yeast does not over-consume sugars, preserving naturally derived wheat sugars within the dough.

2. Design for 'Two-Stage Sweetness' through Synergy with Saliva

The first stage (ingredient flavor) delivers the taste of retained sugars and the crust's (croute) savory 'baked flavor' immediately upon biting. The second stage (saliva-driven breakdown) occurs as chewing releases amylase enzymes in saliva, which break down starch into sugars. The flavor profile is designed so that sweetness intensifies with continued chewing.

3. Design for 'Texture' via Sugar's Softening Effect

With low-temperature, long-duration fermentation, high residual sugar content can cause the crust to soften quickly, losing its crispness. Traditional French baguettes are meant to be consumed within 2–3 hours, but D.baguette is designed for Japan's toast culture—featuring a thinner crust to remain crisp even when reheated. Additionally, while low-sugar dough hardens upon reheating, D.baguette carefully manages sugar levels and adjusts for daily temperature and humidity, ensuring a moist, tender crumb.

〈D.baguette Traditionnel〉

Characterized by strong natural wheat sweetness from extended fermentation. Made with four types of wheat—including domestic and French varieties—and whole grain flour. 'Traditionnel' has a thin gluten membrane, resulting in a light, crisp crust and a chewy, mochi-like interior.

〈D.baguette Authentique〉

Also uses four types of wheat and whole grain flour with extended fermentation for pronounced wheat sweetness. 'Authentique' undergoes fermentation at a slightly higher temperature, enhancing aroma and enzymatic breakdown, resulting in a cleaner bite and crisper crust.

〈Tenhaku Shokupan®〉

An original milk bread incorporating the 'D.baguette Traditionnel' method. The dough, made from carefully selected domestic wheat, undergoes long fermentation to enhance wheat aroma and sweetness. Known for its soft, moist texture, it is ideal for eating fresh without toasting.

〈Croissant〉

A butter croissant designed to highlight aroma. Made with French A.O.P. butter and fewer lamination folds than standard croissants, creating thicker butter layers. Crispy and light on the outside, moist and tender inside, releasing rich butter fragrance with every bite.

◾️ More than baguettes and shokupan! D.baguette's recommended items

Cake d'Noix

A masterpiece presented by Chef Abe Ryuuzou when he competed as Japan's representative at the 'Mondial du Pain,' the world's most prestigious international baking competition. Abe previously led Japan's team as coach to its first overall world championship victory.