Instant-Buy on the Spot! A New-Style Limited-Edition Sweet
Imagine finding a “special sweet” on your travels—something no one else has discovered yet. Your heart would skip a beat, right? That little thrill is exactly what Meiji, Japan’s long-established confectionery brand, delivers with its new creation: Nama no Toki Shittori Milk.
Product Name: Meiji (4 pieces)
Contents: 4 pieces
Storage: Store in a cool place below 28°C
With the bold catchphrase “Too new to even be called chocolate,” this limited-edition sweet created quite a buzz. One bite reveals a moist texture and indulgent finish unlike any chocolate before. Because it’s only available in limited quantities, finding it feels like stumbling upon a special reward.
After selling out once, this new-style sweet is finally making a comeback on Tuesday, October 7, with expanded availability across more regions—still in limited supply!
What is ‘Meiji’ ?
In Japan, Meiji is so trusted and well-known that people often say, “When it comes to chocolate, it’s Meiji.” Seasoned Japan fans will surely recognize the brand. For international visitors too, long-selling favorites like Milk Chocolate, Almond Chocolate, and Takenoko no Sato / Kinoko no Yama have remained popular across generations. Now, after more than ten years of development, Meiji has taken on an entirely new challenge with Nama no Toki Shittori Milk.
First Look Inside Nama no Toki Shittori Milk
Open the elegant, high-class package and you’ll find four individually wrapped pieces inside. They can be stored at room temperature (below 28°C). When first released in May, the shelf life was 10 months, but starting with the October launch, Meiji has successfully extended it to 12 months.
The slim shape and bite-sized portions make it easy to enjoy, even for women, and its handy size means you can slip it into your bag and carry it with you anywhere.
From the moment you pick it up, you can feel its softness. Take a bite, and it’s not as firm as a chocolate bar, yet not as soft as nama chocolate—striking a perfect balance in texture.
It doesn’t melt away instantly in your mouth; instead, it offers a rich flavor with a lingering finish. Just one piece is satisfying enough, making it a sweet you’ll want to savor slowly as a special treat.
A Simple Trick for “Perfect Unwrapping”
With this type of package, most people tear it open from the jagged edges at the top or bottom. But doing so can sometimes damage the soft contents inside. Since this is a treat meant to be enjoyed with care, it’s worth taking a little extra step when opening it.
1. Turn the packet over to the back.
2. Pinch the back seam (the fin seal) and lift it up gently.
3. While pinching, pull it outward to the right side.
4. And just like that, it opens smoothly!
With just a small trick, you can enjoy it in perfect condition—that’s part of the charm! Be sure to give it a try.
The Reason It Can’t Be Labeled as “Chocolate”
This new type of confection was created using Meiji’s patented “Nama-Neri Method.” To achieve the perfect balance of softness and shelf stability, the recipe falls outside the standards for “chocolate” set by the Japan Chocolate & Cocoa Association. That’s why it isn’t labeled as chocolate.
After more than ten years of research and development, this method gave birth to a one-of-a-kind sweet that is neither a chocolate bar nor nama chocolate. It lets you savor the rich depth of cacao and milk while enjoying a texture that evolves over time—a true indulgence for adults.
An Instant-Buy When You Spot It!
“Nama no Toki” is a limited-edition sweet that can only be found in select regions of Japan.
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Sales Area (limited regions)
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[Re-release] 1 Metropolis and 9 Prefectures (Kanto / Koshinetsu)
Tokyo, Kanagawa, Saitama, Chiba, Ibaraki, Tochigi, Yamanashi, Gunma, Nagano, Niigata -
[New Release] 2 Urban Prefectures and 11 Prefectures (Kansai / Tokai / Hokuriku)
Osaka, Kyoto, Hyogo, Nara, Wakayama, Gifu, Shizuoka, Aichi, Mie, Shiga, Toyama, Ishikawa, Fukui
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- Available at : supermarkets, convenience stores, discount shops, and drugstores.
A limited-time experience for sweet lovers. If you spot it, don’t hesitate—grab it right away and savor this luxurious “fresh moment.”