A Brand First in 48 Years! Lotte to Launch 'Toro Rich Pie no Mi' Featuring Melting Cream Instead of Chocolate on May 12

Lotte Co., Ltd. (Shinjuku, Tokyo; President: Hideki Nakajima) will release a new product, 'Toro Rich Pie no Mi,' from its long-selling 'Pie no Mi' brand on Tuesday, May 12, 2026.

Since its launch in 1979, this is the first time in 48 years that the series has introduced a version featuring melting milk cream instead of chocolate. By sealing melty milk cream inside a 64-layer crispy pie infused with rich fermented butter (0.6%), it offers a new taste experience where a gentle sweetness spreads after a light, crispy texture. It is proposed as a small luxury for busy daily lives.

[Product Features] - A special texture and flavor created by using milk cream instead of chocolate. - A bite-sized sweet featuring 64 layers of crispy pie infused with fermented butter and filled with melting milk cream. - Each bite delivers the richness of butter followed by the gentle sweetness of milk cream.

Product Name: Toro Rich Pie no Mi Release Date: May 12, 2026 Region: Nationwide Content: 69g Price: Open price (estimated around 302 yen including tax)

[Developer Comments] Yuki Kubota, Marketing Division: 'We want to expand the possibilities of "Pie" beyond the framework of chocolate snacks. Recently, many customers have told us that the star of Pie no Mi is the pie itself. Following the success of our ultra-crispy version in Sept 2024 and our savory corn potage version in 2025, we realized this brand can evolve into a specialized pie-sweet brand. This launch is our answer to those expectations.'

Ryo Nishida, R&D Division: 'Developing a new texture for a brand with 48 years of history was very rewarding. We challenged ourselves to create a contrast between the crispy exterior and soft interior. Chocolate and cream have very different properties, posing challenges in maintaining texture and adapting factory equipment. Through extensive testing with the factory team on ingredient selection and heating methods, we finally achieved this quality.'

[Event Info] 'Pie no Mi Oshinomori Stamp Rally' will be held at Futako Tamagawa Rise from May 3 to May 5, 2026. This is part of the 'Oshinomori' project to evolve the brand's worldview using top-tier creators. Enjoy a world full of love for Pie no Mi inspired by modern fan culture.