Mitsukan Fibee Waffle Series Introduces New Lemon Flavor!

Mizkan Co., Ltd. (Headquarters: Handa City, Aichi Prefecture; President and CEO: Ryoji Maki; hereinafter referred to as "Mitsukan") will launch "Fibee Mugiutto Waffle Lemon" starting June 29 (Mon) at select retail stores, July 8 (Wed) on e-commerce platforms (Amazon, Rakuten Market), and July 29 (Wed) via the official Mitsukan online store.

This product marks the first citrus-flavored variant in the popular "Fibee Mugiutto Waffle" series. It features a tangy lemon-flavored dough with a soft, chewy "mugiutto" texture, accented with lemon peel for a refreshing twist.

Moist, lemon-scented waffle with a satisfyingly chewy texture

These waffles are made with whole wheat flour and soy pulp, baked to a soft, moist texture with a distinctive "mugiutto" chew. Infused with pieces of lemon peel, they offer a pleasantly refreshing tartness. Their satisfying chewiness makes them ideal for curbing hunger between meals. [Fermentable dietary fiber: 3.8 g (analytical value) per piece]

Born from customer feedback: The refreshing new "Lemon" flavor enriches the Fibee Mugiutto Waffle lineup

The Fibee Mugiutto Waffle series has been especially successful within the Fibee product line, often enjoyed not just as a snack but also as a breakfast item. Until now, it has been available in six flavors: Earl Grey, Cocoa, Matcha, Maple, Hojicha, and Cheese.

Fibee operates a fan community called "Chounai-kai" ("Gut Community") that allows direct interaction with customers. In these exchanges, many expressed a desire for a light, citrusy flavor. Responding to this feedback, we developed the new "Lemon" flavor—perfect for enjoying refreshingly even during hot weather.

Comment from the Product Developer

"We used real lemon peel to deliver a bright, authentic lemon aroma and tang, while carefully balancing sweetness and acidity to ensure everyone will find it delicious. Throughout development, we worked closely with our production team, fine-tuning baking conditions and temperature controls through repeated trials to perfect the ideal chewy texture and flavor profile. Internal taste tests scored this product exceptionally high. We're proud to present this waffle and highly recommend you try it!" (Sakura Iwamura, Value Chain Development Division, Product Development Department, Team D)

Product Details

Product Name

Net Content

Suggested Retail Price (excluding tax)

Fibee Mugiutto Waffle Lemon

1 piece

248 yen

[Launch Dates]

In-store availability: June 29, 2026 (Mon)

*Available at select retail locations only, with wider rollout to follow.

Fibee Amazon Store: July 8, 2026 (Wed)

(https://www.amazon.co.jp/stores/page/08C9F3CF-FA28-439B-9A34-8EFE90198B88)

Fibee Rakuten Store: July 8, 2026 (Wed)

(https://www.rakuten.co.jp/fibee-official/)

Mitsukan Official Online Store: July 29, 2026 (Wed)

(https://shop.mizkan.co.jp/collections/fibee)

About the Fibee Brand

Fibee is a brand centered on fermentable dietary fiber, which supports beneficial gut bacteria. By delivering fiber that reaches and nourishes good bacteria in the gut, Fibee helps promote internal health. With a wide range of enjoyable products, Fibee makes it easy to incorporate fermentable fiber into daily life—deliciously and sustainably. Above all, we believe that enjoyment is key to long-term adherence, and Fibee's commitment to great taste makes healthy eating something you'll want to continue.

Mitsukan will continue to deliver "great taste and wellness" to customers, guided by its corporate philosophy: "Put yourself in the customer's shoes. Serve with sincerity. Provide only quality products."

<General Inquiries Regarding the Product>

Mitsukan Group Customer Service Center: https://faq.mizkan.co.jp/