FamilyMart Co., Ltd. (headquartered in Minato-ku, Tokyo; President and CEO: Tatsuo Kotani) will celebrate its 45th anniversary in September 2026. Building on five long-standing key initiatives, the company continues its activities under the slogan 'Ichiban Challenge.' As part of its efforts to achieve 'the most delicious' offerings, FamilyMart will launch three products featuring the first-ever 'secret flavor' called 'FamilyMart Flavor' on Tuesday, July 14, 2026, at approximately 16,400 stores nationwide, while supplies last.
The 'FamilyMart Flavor' will be available in three products: 'Famichiki (FamilyMart Flavor)' priced at 239 yen (258 yen including tax), 'FamilyMart Flavor Potato Chips' at 167 yen (180 yen including tax), and 'FamilyMart Flavor Rice Snack' at 160 yen (172 yen including tax). These products are designed to deliver excitement as customers try to guess the true identity of the mysterious taste.
The Real Deal at 45: What Is the 'FamilyMart Flavor'?
Created to commemorate FamilyMart's 45th anniversary, 'FamilyMart Flavor' is the first-ever undisclosed 'secret flavor' in the company's history, offering a dynamic taste experience with three distinct flavor stages: spicy, mellow, and sweet-savory.
[Addictive Taste with Three Flavor Transformations]
- Spicy: A refreshing aroma with a sharp, impactful kick
- Mellow: A smooth, gentle flavor that harmonizes the overall taste
- Sweet-Savory: A taste that represents Japan! The full experience is a surprise until you taste it
For the development of 'FamilyMart Flavor,' FamilyMart collaborated with its Creative Director, NIGO®︎, as part of the 'Next FamilyMart Project,' an initiative to explore new possibilities for convenience stores and evolve their value.
To ensure enjoyment until the very last bite, the 'Famichiki (FamilyMart Flavor)' underwent over 111 rounds of prototyping, with meticulous attention to every detail to perfect the 'FamilyMart Flavor.'
Enjoy the evolving taste and try to guess the true identity of 'FamilyMart Flavor.'
The Beloved Famichiki and Two Snack Items Get the 'FamilyMart Flavor' Treatment!
The 'FamilyMart Flavor' is being introduced in Famichiki, a long-standing favorite at FamilyMart, as well as in two snack items: potato chips and rice snacks.
For Famichiki, different seasonings are applied to the coating and the chicken, creating a 'mysterious taste' that shifts from the first bite to the aftertaste. The changing flavor profile ensures continuous enjoyment until the end.
For the two snack items, the natural flavors of the ingredients are perfectly balanced with the secret flavor, maximizing the inherent deliciousness of each base ingredient. Despite sharing the same 'FamilyMart Flavor,' each product is tailored to highlight its unique characteristics. We encourage customers to compare the items and enjoy the differences in flavor and experience.
Actress Rikako Yagi Tries 'Famichiki (FamilyMart Flavor)' Early: Praises Its 'Elegant Japanese Ambience Like a High-End Restaurant'!
Actress Rikako Yagi tasted the 'secret flavor' Famichiki on a commercial shoot set and expressed surprise, saying, 'I thought it might taste similar to regular Famichiki, but it’s completely different, with a distinct Japanese aroma.' She added, 'It has the refined atmosphere of a high-end restaurant, yet still retains the familiar junk-food charm and bold deliciousness of Famichiki.' She encouraged others, 'Try to guess what’s in it while enjoying the taste!'—highlighting the unique appeal of this flavor-changing Famichiki.
[Product Details]
[Product Name] Famichiki (FamilyMart Flavor)
[Price] 239 yen (258 yen including tax)
[Release Date] Tuesday, July 14, 2026
[Availability] Nationwide
[Description] Achieves a 'secret flavor' with changing taste profiles by applying different seasonings to the coating and chicken. Retains the juicy deliciousness of Famichiki while offering a unique flavor with every bite.
※Limited quantity
[Product Name] FamilyMart Flavor Potato Chips
[Price] 167 yen (180 yen including tax)
[Release Date] Tuesday, July 14, 2026
[Availability] Nationwide
[Description] An addictive taste combining the crispy texture of potato chips with three layered flavor sensations.
※Limited quantity
[Product Name] FamilyMart Flavor Rice Snack
[Price] 160 yen (172 yen including tax)
[Release Date] Tuesday, July 14, 2026
[Availability] Nationwide
[Description] A light, airy, and crunchy rice snack enhanced with the secret flavor, creating an addictive taste where the natural sweetness of rice harmonizes perfectly with the three flavor notes.
※Limited quantity
※Image is for illustrative purposes only.
※Prices include tax at 8% as these items are eligible for reduced taxation.
※Prices, release dates, and specifications may vary by region.
※Some products may not be available in certain regions or stores.
Solve the Mystery and Share 1 Million Yen Worth of 'Eraberu Pay®'!? The Fun and Rewarding 'FamilyMart Flavor Mystery' Campaign Begins Today!
What exactly is 'FamilyMart Flavor'? From Tuesday, July 14, 2026, to Monday, August 3, 2026, FamilyMart will run a puzzle-solving campaign titled 'The Three Delicious Secrets Hidden in FamilyMart’s 45th Anniversary: The Mystery of FamilyMart Flavor.'
The puzzles are produced by 'Nazo no Designer,' a renowned puzzle creator. Original challenges will be available on social media and the campaign website.
[Event Period]
July 14 (Tue), 2026 – August 3 (Mon), 2026
[Prizes]
Solve all puzzles and submit your answers via the dedicated website to enter a lottery for 1,000 winners to receive 1,000 yen worth of 'Eraberu Pay®.'
※'Eraberu Pay®' is a digital gift provided by Gifty Inc. that allows recipients to exchange 'Gift Points' for various mobile payment service points. No membership registration or app download is required to use 'Eraberu Pay®' or 'Gift Points,' and users can select multiple payment service points within their available balance.
[Highlights and Benefits of the Campaign]
- Three consecutive days of puzzles! New riddles will be posted daily at 11:00 AM on the official X (formerly Twitter) account on July 15 (Wed), 16 (Thu), and 17 (Fri).
- Real-time 'Clear Ranking'! Enter your answers on the dedicated site to instantly see your national ranking among all participants.
- Bonus for all participants! Everyone who successfully solves the puzzles will receive a downloadable 'exclusive mystery-solving image' available nowhere else.
[For more details on the campaign]
Campaign website: https://nazotoki-quiz.com/
Under the slogan 'You, Convenience, FamilyMart,' FamilyMart continues to contribute to local communities
FACT BOX
- Source: PR TIMES
- Category: New Product