First in General Distribution Confectionery in Japan! (*1) New Opening Experience "Pakitto Open™" - Over 50 Prototypes Developed in 2 Years, Quality Significantly Renewed! "Crunky" and "Zakuzaku Yamitsuki Crunky" Relaunched on Tuesday, April 14th.
Lotte is launching a renewed "Crunky" and "Zakuzaku Yamitsuki Crunky" on April 14, 2026, featuring a new "Pakitto Open™" packaging that allows the box to be easily broken in half for sharing, a first for general distribution confectionery in Japan. The product's quality has also been significantly improved, with over 50 prototypes developed over two years to enhance its crunchy texture. This renewal aims to provide a refreshing experience and alleviate daily stress through both the innovative packaging and improved taste.
📋 Article Processing Timeline
- 📰 Published: April 2, 2026 at 19:00
- 🔍 Collected: April 2, 2026 at 14:31
- 🤖 AI Analyzed: April 17, 2026 at 22:42 (368h 10m after Collected)
Lotte Co., Ltd. (Shinjuku-ku, Tokyo; Representative Director and President Executive Officer: Hideki Nakajima; hereinafter "Lotte") will introduce and launch "Pakitto Open™ (*2)" packaging, which allows consumers to easily break open the outer box from the center and divide it into two, for its "Crunky" and "Zakuzaku Yamitsuki Crunky" brands starting Tuesday, April 14, 2026, to deliver well-being products to its customers. This specification marks the first initiative of its kind (*1) for general distribution confectionery in Japan.
*1: Based on the company's own research of publicly available information (for general distribution bar chocolates from major domestic confectionery manufacturers) as of June 17, 2025. *2: Trademark pending.
Background of the Renewal
In today's society, with economic anxieties such as rising prices and the prevalence of social media, situations that cause stress have diversified. In such times, Crunky has been enjoyed for its "pleasant crunchy texture" and "chocolate sweetness" in various frustrating and unsettling moments. Lotte has researched the opening experience of confectionery packaging, and the developers' hope is that by making that momentary action even more exhilarating, the accumulated stress from busy daily life can be alleviated, even if just a little. Even in the new spring season, Crunky's rhythmic chewing texture and sweet combination are intended to help people naturally switch to a positive mindset in stressful situations, such as unfamiliar work environments or interpersonal relationships.
Lotte will continue to promote various initiatives aimed at a well-being society, including improving usability and researching packaging that resonates with the sensibilities of diverse people.
Features of the New Opening Experience "Pakitto Open™"
With conventional opening methods, small debris could be generated, and it was difficult to share with others. However, with this new specification, by breaking the box cleanly from the center, the package can be opened with ease, and by separating it from front to back, it can be divided into two perfectly identical halves. This opening method is also suitable for happily sharing bar chocolate with others.
When comparing this new specification with the traditional opening method from the back in terms of the exhilarating feeling (*3) upon opening, this new specification showed significantly higher values in the exhilaration category. Since the traditional opening tab is also present on the back, consumers can still enjoy a whole bar by themselves, and this new 2-way opening offers a new package that allows for various ways of eating to suit different situations.
*3: Exhilarating feeling refers to the refreshing sensation felt when opening.
Sensory Evaluation of Exhilaration when Opening the Package
Lotte research (n=31)
Thorough Pursuit of Openability through Analysis of Opening Actions using Touch Sensors
When comparing opening actions using touch sensors, this new specification allowed for opening in fewer steps compared to opening from the back, leading to a reduction in time from opening to consumption. This opening method is also suitable for when you want to eat immediately.
Force during Package Opening using Touch Sensors
Lotte research (n=30), representative data below
Enhanced Crunchy Texture by Changing Starch Type and Processing Method!
We created multiple types of malt puffs using different types of starch, which is a component, and mapped their textures. We focused on the direction where the crunchy texture lasts longer than the current product within the mapping, thereby enhancing the texture.
Furthermore, we improved the product by adjusting how the starch absorbs moisture, allowing for an even crunchier texture. We adjusted it to surpass the current product in terms of texture preference and continuous eating appeal.
■Puff Texture Preference
Survey of people in their 20s-60s, CLT survey N=64
■Comments from Research and Brand Managers
Central Research Institute, Research Information Strategy Department, Package Research Section
Mitsuko Ogaki, Haruna Korenaga, Akane Motomura, Fuo Fujiwara
We wanted people to feel the joy and pleasantness of confectionery not only when eating, but also from the moment they open the package. This desire was the starting point for the development of this package. We conducted extensive studies with over 120 types of drawings, finally completing a specification that allows for an exhilarating break-open. The opening action is momentary, but it is a crucial point that determines the first impression. We hope that this product, created by thoroughly pursuing that momentary action through analysis with touch sensors, will help alleviate the accumulated stress from busy daily life and bring a little refreshing and positive feeling. Please try our carefully crafted opening experience.
Central Research Institute, Chocolate & Biscuit Research Department, Chocolate Research Section 1
Ai Ogawa, Yuna Nakayama, Saho Nagahara
We wanted to pursue the deliciousness that only puffs can offer and convey it to our customers. With this in mind, we undertook this renewal. Over 50 types of puffs were prototyped over approximately two years, and we found the puff that offers the most pleasant crunchy texture, maintains that texture for a long time, and pairs well with chocolate. The chocolate itself has also been improved, focusing on an initial crisp texture, a satisfying yet clean finish, and a melt-in-your-mouth quality that makes you want another bite. We hope that this product will clear away your worries and provide a trigger for your next step forward. Please try our masterpiece.
Marketing Division, First Brand Strategy Department, Chocolate Planning Section
Yusuke Higuchi
The new spring season is a time when people can unknowingly accumulate stress due to unfamiliar work environments and interpersonal relationships. At such times, we want Crunky's rhythmic chewing texture and sweet combination to blow away the worries accumulated in your heart. In this renewal, which took about two years, we thoroughly focused not only on the taste but also on the pleasantness of the moment you open the package. We hope that Crunky can be a presence that accompanies your daily life, naturally switching you to a positive mood with just one bite. Please experience our two years of dedication with your own hands.
【Crunky Quality and Package Improvement Points】
・We developed new malt puffs using starches with different raw materials and processing methods, improving the brand's core value of "crunchy texture" to be stronger and last longer.
・The design was changed to a brighter one by changing the somewhat dark yellow and brown background colors to orange.
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●Product Name |
Crunky |
|---|---|
|
●Release Date |
Tuesday, April 14, 2026 |
|
●Sales Area |
Nationwide |
|
●Content |
1 bar |
|
●Price |
Open price, estimated retail price around 226 yen (tax included) |
Zakuzaku Yamitsuki Crunky Bar and Big Pouch also Released!
From Zakuzaku Yamitsuki Crunky, characterized by its sweet and savory crunchy texture, new bar and big pouch sizes will also be released on Tuesday, April 14th. Focusing on the trending "texture," these are highly recommended for when you are tired from work or housework, or when you lose concentration.
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●Product Name |
Zakuzaku Yamitsuki Crunky Bar |
Zakuzaku Yamitsuki Crunky Big Pouch |
|---|---|---|
|
●Release Date |
Tuesday, April 14, 2026 |
Tuesday, April 14, 2026 |
|
●Sales Area |
Nationwide |
|
|
●Content |
1 bar |
67g |
|
●Price |
Open price Estimated retail price around 226 yen (tax included) |
Open price Estimated retail price around 226 yen (tax included) |
Lotte Co., Ltd.