Introducing a new product of the "Pure Series" made by Lawson using high quality materials and a laborious manufacturing method. A total of 7 products will be released from May to June.


The Pure series has been finished with almost no food additives by reviewing the manufacturing method. It is said that it takes about 10% to 20% longer than before because it is a traditional manufacturing method that takes time and effort. By that amount, you can feel the original taste of the ingredients.

For example, the sponge used in cakes. In the past, both egg yolk and egg white were whipped and an expansion material (baking powder) was added, but in the same series, egg yolk and egg white are whipped separately and baked plumply with the power of meringue. In addition, since the bread dough does not use emulsifiers or yeast foods and is fermented only by the power of yeast, the original taste of the ingredients such as the flavor of wheat can be felt more.

The "Pure Roll Cake" (164 yen) released in October last year has become a huge hit with sales of 3.4 million meals. Sales of "Pure Shortcake" (260 yen), which appeared in March, "Pure Aprin" (150 yen), and "Pure Melon Bread" (124 yen), which appeared in April, are said to be steadily increasing. It seems that it is accepted by a different customer base, such as those with small children.


This time, 4 kinds of sweets and 3 kinds of bakery will be newly released, for a total of 7 kinds.

On May 6th, "Pure Cheesecake" (260 yen), which is a combination of Danish cream cheese and Hokkaido cream, and "Pure Chocolate Cake" (260 yen), which features ganache made from cocoa mass and butter. "Pure Anko Butter Roll" (146 yen), which uses red bean paste made by boiling Hokkaido red beans with ice sugar, will be on sale. Among them, cheesecake has two flavors, baked cheesecake and cheese cream. The aftertaste is gentle and you can eat it refreshingly.


On May 20th, there are two types, "Pure Mizuyokan" (150 yen) and "Pure Annin Tofu" (210 yen), which are chilled and hardened with agar. Since it does not contain stabilizers, it has no unpleasant taste and is finished lightly. In particular, almond tofu has a rich taste even though it does not use spices. It seems that the paste made by mashing apricot kernel is mixed with cream produced in Hokkaido.

On June 10th, two types of sandwiches, "Pure Fruit Sandwich" (319 yen) and "Pure Sand Vegetables and Cream Cheese" (297 yen), will be released. Bread containing rice flour from Niigata prefecture is soft and soft, and fits comfortably in your mouth.


Additives such as yeast foods, emulsifiers and leavening agents are used to improve productivity and flavor and are not necessarily bad. However, some people may not want to take it as much as possible. Lawson's new product, which is a little different from conventional convenience stores. I am also concerned about future developments.

* All listed prices include tax