Western confectionery store "TAICHIRO MORINAGA" in Shinjuku Ekinaka, Tokyo. Morinaga & Co.'s concept shop that delivers "a" cool "experience that goes beyond sweets."

A new store that embodies the desire of Taichiro Morinaga, the founder of Morinaga & Co., to deliver delicious sweets to many people. In addition to Newman Shinjuku, there are permanent stores in Daimaru Kobe, Hyogo.

I bought "Caramel Rusk" because of its familiar design. Brioche baked exclusively for rusks is finished with Morinaga's milk caramel and plenty of butter. Assortment where you can enjoy the two flavors of "caramel" and "depth caramel". The price of 4 pieces is 486 yen (tax included).


The moment you open the bag, the scent of caramel is fluffy. When you raise your teeth, it makes a crisp and light sound and spreads the sweetness that melts in your mouth. Rich butter flavor that remains on the tongue. You can enjoy the delicious taste of Morinaga Milk Caramel, which you have been familiar with, in a new way.


The deep caramel has an impressive mellow body. As the name suggests, it has a deep taste that combines aroma and sweetness.


"Cubic Financier Salt Caramel" is a product that is baked with exquisite heat using carefully selected caramel ingredients and Guérande salt. It is designed to be cube-shaped so that it can be ignited evenly. The price of 3 pieces is 594 yen (tax included).


A new texture that is moist but also chewy. I feel a slight bitterness in the sweetness. Salt will come into effect later. It brings out the richness and leads to a sharp aftertaste. A slightly different taste for adults, which is a bit different from the sweet financier.


In addition to the ones introduced, the lineup includes the carefully selected chocolates "High Crown" and "Aeration Premier". Sweets that you can enjoy a "smart" experience that means "beautiful, quaint, and fascinating" are perfect as souvenirs for your loved ones.