Sun Lavieen Refreshes Long-Selling Product: Introducing 'Oufuku Roll Shippo-maki' Balancing Quality Satisfaction and Environmental Care

Sun Lavieen Co., Ltd. (Headquarters: Satosho-cho, Asakuchi-gun, Okayama; President: Morihiro Urabe) is renewing its long-selling product 'Oufuku Roll,' which has sold approximately 1.7 million units annually, by redesigning the 'way of eating itself.' The new product will be released as 'Oufuku Roll Shippo-maki.' 'Oufuku Roll' is a roll cake featuring cream wrapped in moist castella sponge. This castella base is the foundation of our company since its founding and remains a flagship product. Leveraging this technology, it has pioneered a new category in the chilled food section. Because it has been supported for 15 years, we focused not on 'not changing,' but on 'evolving to continue being chosen.' In this renewal, we have redefined the 'quality of satisfaction felt when eating' rather than just extending the taste.

Background of the Renewal This product has been supported mainly by women in their 50s to 70s. We focused on 'how to be satisfied'—eating comfortably and without excess, rather than just quantity. We designed it to match the preferences of our core audience, including the size of each slice, the total volume, and the sensation while eating.

Renewal Points - 'Perfection of the first bite' through resizing and structural redesign: We reviewed the size of each slice and the thickness of the castella sponge to balance it with the cream. This creates a unified taste where richness and moisture spread from the first bite. - Improved convenience and quality through packaging changes: We switched to pillow packaging, improving ease of handling in stores and a cleaner look. Increased airtightness ensures the moist texture and smooth melt-in-the-mouth cream are delivered in better condition.

Thoughts behind the 'Shippo' pattern We adopted the traditional Japanese 'Shippo' pattern for the product name and packaging. This pattern, where circles connect, symbolizes harmony and connections. It expresses our desire to support peaceful times and human connections.

Environmental Considerations By reviewing the packaging, we eliminated the conventional plastic tray. The simple structure reduces material usage, leading to a design that contributes to the reduction of CO2 emissions.