"Fruits et beurre | Karuizawa Labo", a Sweets Shop Born from the Encounter of Pure White Butter and Shinshu Fruits, is Opening!

Cerfeuil Inc. (Headquarters: Chuo-ku, Tokyo; President: Koji Nagasawa; hereinafter "Cerfeuil"), a group company of JFLA Holdings Inc. (Headquarters: Chuo-ku, Tokyo; President: Shusaku Higaki), will open the first store of "Fruits et beurre | Karuizawa Labo," a new sweets brand born from "Konyusha TOKYO" operated by Cerfeuil, inside the "Karuizawa Prince Shopping Plaza Souvenir Court" on April 21, 2026.

About the New Brand "Fruits et beurre | Karuizawa Labo" Cerfeuil's brand "Konyusha TOKYO" has been developing sweets centered around the rare "pure white butter." Now, we have launched the new brand "Fruits et beurre | Karuizawa Labo" under the theme of sweets created by the resonance between "pure white butter" and "Shinshu fruits." The "pure white butter," known for bringing out the natural flavors of ingredients, and the fresh, juicy fruits nurtured by the refreshing climate of Shinshu. These elements harmonize to create sweets with a new level of deliciousness.

Furthermore, the name "Karuizawa Labo" was chosen based on the idea that the creator's inquisitive mind itself is a "laboratory." "We want our store to not just be a place to sell products, but a base to constantly research and evolve new flavors fitting for Karuizawa." This embodies our attitude and determination towards our initiatives.

Official Website: https://www.kounyusha.tokyo/karuizawalabo/

Commitment to Ingredients 1: "Pure White Butter" Founded in Kumamoto City in 1883, Konyusha Co., Ltd. is a dairy manufacturer possessing one of the largest milk storage and processing capacities in Japan south of Honshu, excluding Hokkaido. Konyusha's butter is carefully churned by skilled staff using semi-automatic, giant dice-like churns through a traditional European metal churn method.

Characterized by the "whiteness" of raw milk and a smooth melting texture due to its low moisture content, it is a "pure white butter" that offers a creamy richness yet a light, refreshing taste. Because it cannot be mass-produced in a single manufacturing run, it is a precious butter that quickly sells out even on Konyusha's online shop.

Commitment to Ingredients 2: "Shinshu Fruits" The deliciousness of fruits nurtured by the climate of Nagano Prefecture. This is due to the intense temperature differences typical of an inland climate that store rich sweetness, the long hours of sunlight that foster rich flavors, and the well-drained terrain with low rainfall that concentrates umami into each and every fruit. At "Fruits et beurre | Karuizawa Labo," high-quality fruits grown in the rich nature of Shinshu—such as strawberries, apricots, blueberries, white peaches, Shine Muscat, Kyoho grapes, La France, and apples—are tailored into the optimal forms like jelly, jam, spread, sauce, and syrup to match the personality of each sweet. By applying careful processing that utilizes the goodness of the ingredients, we create highly attractive sweets.

Product Lineup Shinshu Fruits Cheese Roll Cake 480 yen (tax included) A gentle, melt-in-the-mouth, gluten-free cheese roll cake that envelops pure white butter, Shinshu fruits, and a premium cheese cream where delicate acidity and milky richness overlap. In addition to the plain type, seasonal products featuring Shinshu fruit jelly will also be available. <Requires refrigeration>

- Vanilla Scented Shinshu Fruit Butter Cake - Shinshu Wheat and Shinshu Fruits Petit Galette - Milk & Butter Cookie - Butter and Shinshu Fruits Financier - Shinshu Wheat and Shinshu Fruits Petit Cake - Shinshu Wheat and Shinshu Fruits Sand Cookie

In addition, we plan to sell Shinshu fruit jelly cream dorayaki, cream puffs, omelets, etc. Planned sales price (tax included): Single item from 216 yen / Gift from 1,188 yen

Store Overview Store Name: Fruits et beurre | Karuizawa Labo Location: Karuizawa Prince Shopping Plaza Souvenir Court SC-02 Section Karuizawa, Karuizawa-machi, Kitasaku-gun, Nagano Prefecture. 3-minute walk from JR Hokuriku Shinkansen "Karuizawa Station" For details, please visit the "Karuizawa Prince Shopping Plaza" website. https://www.karuizawa-psp.jp/ Store Area: 46.09 square meters (13.9 tsubo) Opening Date and Time: April 21, 2026 (Tuesday) 10:00 Business Hours: Same as the business hours of "Karuizawa Prince Shopping Plaza"

About Konyusha TOKYO "Konyusha TOKYO" was born in September 2019 under the concept of "sweets that have a TOKYO style, yet let you feel the comforting breeze of your hometown that nestles close to your heart," using "pure white butter" made by Konyusha as the core ingredient. We sell modern Japanese national sweets that have taken root in present-day Japan, influenced by various Western food cultures and created by Western methods and Japanese ingredients/craftsmen, and have been familiar since childhood. These include Salt Butter Dorayaki, Chewy Cream Puffs, Black Bean Butter Sandwiches, and Pure White Baumkuchen. They are sold at the direct-managed store in Yurakucho Itocia, as well as at department stores, Tokyo Station, and consumer cooperatives, and have been very well received.

Konyusha TOKYO Official Website: https://www.kounyusha.tokyo/

About Cerfeuil Inc. Headquarters Address: Morita Building, 1-5-6 Nihonbashi Kakigaracho, Chuo-ku, Tokyo President: Koji Nagasawa Business Activities: Planning, manufacturing, and sales of original bottled foods and baked sweets (Brand management of "Cerfeuil Karuizawa", "Konyusha TOKYO", "Fruits et beurre | Karuizawa Labo")