New 'Experiential Ice Cream' Developed Over Approximately Four Years! Patented Manufacturing Method* Achieves Non-Freezing, Rich Sauce for 'Tsuyudaku' Ice Cream 'Mamire <Caramelic Pudding>' to be Released for a Limited Time from Monday, May 18th

Morinaga & Co., Ltd. (Shibaura, Minato-ku, Tokyo; Representative Director and COO: Shin'ya Mori) will release 'Mamire <Caramelic Pudding>', an experiential cup ice cream designed with a generous, non-freezing rich sauce, nationwide at convenience stores for a limited time starting Monday, May 18, 2026.

This product is a cup ice cream developed with the aim of achieving the "deliciousness of pudding with plenty of caramel sauce, like one served at a restaurant" by generously topping custard ice cream with caramel-flavored sauce. A crispy white chocolate layer is sandwiched between the ice cream and the sauce, allowing consumers to enjoy changes in flavor and texture with each spoonful. This product was developed as an "experiential ice cream" that allows consumers to enjoy the process of eating itself, through approximately four years of deliberation and trial production. By achieving a rich sauce that does not freeze even when frozen and maintains a smooth consistency, it provides a new ice cream experience that naturally immerses consumers in eating from the moment the spoon goes in until the last bite. Furthermore, the manufacturing method of this product, which allows consumers to enjoy the taste of the sauce until the very end, has obtained a patent*. Through the launch of this product, we aim to propose a new way to enjoy ice cream and deliver memorable moments and smiles to our customers. *Patent No. 7809237.

Development Background

Focusing on a new trend: 'Experiential Ice Cream' – valuing the process of eating

In recent years, with the spread of SNS and video platforms, environments where people routinely enjoy fast-paced videos and music have expanded.

As information contact speeds up, with the popularization of accelerated viewing and shortening of music tracks, there is a growing preference to enjoy changes and contrasts as an "experience." Against this backdrop, we believed that in the ice cream market, "experiential ice cream" – which allows enjoyment of changes from start to finish, not just the taste – would attract attention as a new value. Focusing on this trend, we started a new project to develop an ice cream that allows consumers to luxuriously savor a rich sauce, with its expression changing as they eat.

Development Process (Secret Development Story)

Concept: 'Tsuyudaku Ice Cream' – an 'immersive experience' with non-freezing rich sauce

Approximately four years ago, the development of this product began from the project team's simple desire to "create a 'tsuyudaku ice cream' that allows consumers to fully enjoy the presence of the sauce and want to keep eating until the end." The concept was set as: "I want to drown in a sea of sauce. Caramel sauce fills you to the very end, a decadent 'tsuyudaku' ice cream." However, a major challenge was to suppress the sweetness of the sauce and to establish a non-freezing rich sauce, used in abundance, as a mass-production quality product.

During the development process, we repeatedly reviewed sauce formulations, redesigned the structure, and conducted trials and verifications on-site, addressing challenges one by one, such as "why does it freeze?" and "why is the structure unstable?" In particular, establishing a three-layer structure of ice cream, chocolate, and rich sauce, and designing it to maintain the presence and balance of the sauce even as it is eaten, was a time-consuming process from both technological and manufacturing perspectives. Through repeated trials and deliberations, the 'tsuyudaku' immersive experiential ice cream with a non-freezing rich sauce was completed. The product was named 'Mamire' because it is an ice cream "covered in sauce" (sauce mamire). The development took approximately four years.

(Left) General sauce under freezing (Right) Mamire's sauce manufacturing process under freezing

Product Features: 'Mamire <Caramelic Pudding>'

● Three-layer structure that changes expression with every bite

A three-layer structure consisting of a rich custard ice cream with an eggy taste on the bottom, a crispy white chocolate layer in the middle, and a rich, fragrant caramel-flavored sauce on top.

The non-freezing, rich sauce maintains its smooth consistency even when frozen, ensuring the presence of the sauce from beginning to end. With each spoonful, the taste and texture change, offering an immersive ice cream experience where various deliciousness can be enjoyed by mixing with the sauce.

● Recommended way to eat

・First, scoop the rich sauce on top and directly enjoy its fragrant caramel flavor.

・As you eat, 'mix and entangle' the sauce, custard ice cream, and white chocolate to enjoy changes in flavor and texture.

・Recommended for a relaxing time at the end of the day or as a reward for yourself.

'Mamire' Project Team, Research Institute Representative Comment

"General ice creams with sauce are often hard right after freezing and contain only a small amount. The development started from the team members' desire to 'eat ice cream with plenty of sauce!' We offer plenty of rich sauce that is smooth even straight from the freezer. We deliver surprise and excitement from the moment it's opened."

Quality is...