[Daska&Desiree] New Cheese Sweets Brand "Cheese is..." Born
Daska & Desiree, known for its imported chocolates, is launching a new cheese sweets brand, "Cheese is...". Pop-up stores will open from April 6 at locations like Gransta Tokyo, offering slightly quirky, less sweet adult treats like cheese financiers.
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 20:53
- 🔍 Collected: March 30, 2026 at 22:56 (2h 2m after Published)
- 🤖 AI Analyzed: April 24, 2026 at 06:18 (583h 22m after Collected)
Daska & Desiree Co., Ltd., which handles Belgian and French chocolate brands such as Desiree, Le Chateau, La Feverie, and Yves Thuries, will launch a new cheese sweets brand "Cheese is...".
Starting April 6, this brand will be developed and sold as a limited-time pop-up store at Gransta Tokyo, Ecute Ueno, Ecute Shinagawa, Sogo Yokohama, and Daimaru Tokyo. The lineup features three types of financiers and one type of cookie, making it an easy choice for both souvenirs and personal treats.
The first release uses Camembert cheese and Parmesan cheese. Taking advantage of their respective characteristics, we have created a flavor where you can clearly feel the richness and umami. It will be developed as a brand where you can once again enjoy the profoundness of cheese.
■ Brand Concept
"Cheese is..." is a brand that pursues the infinite possibilities of cheese, starting from the question, "What is cheese to you?".
It is a mysterious entity that can be enjoyed both as something sweet and something savory, capable of taking on both leading and supporting roles.
"Find your cheese!" We provide an opportunity for each individual to find their own unique cheese.
■ Brand Message
Even if you are clumsy, that's fine.
Rather than a perfect facade, a little "cheese" is better.
Adding a little accent to a world that's too sweet.
Having a bit of quirk is far more interesting.
"Cheese is..." is a cheese sweets brand that gently affirms such values and stays close to your daily life.
■ Flavor Lineup
Cheese Financier Rich
Cheese Financier Strawberry...
Starting April 6, this brand will be developed and sold as a limited-time pop-up store at Gransta Tokyo, Ecute Ueno, Ecute Shinagawa, Sogo Yokohama, and Daimaru Tokyo. The lineup features three types of financiers and one type of cookie, making it an easy choice for both souvenirs and personal treats.
The first release uses Camembert cheese and Parmesan cheese. Taking advantage of their respective characteristics, we have created a flavor where you can clearly feel the richness and umami. It will be developed as a brand where you can once again enjoy the profoundness of cheese.
■ Brand Concept
"Cheese is..." is a brand that pursues the infinite possibilities of cheese, starting from the question, "What is cheese to you?".
It is a mysterious entity that can be enjoyed both as something sweet and something savory, capable of taking on both leading and supporting roles.
"Find your cheese!" We provide an opportunity for each individual to find their own unique cheese.
■ Brand Message
Even if you are clumsy, that's fine.
Rather than a perfect facade, a little "cheese" is better.
Adding a little accent to a world that's too sweet.
Having a bit of quirk is far more interesting.
"Cheese is..." is a cheese sweets brand that gently affirms such values and stays close to your daily life.
■ Flavor Lineup
Cheese Financier Rich
Cheese Financier Strawberry...