Japan’s ubiquitous fast-sweets chain Mister Donut has a new winter line-up of “Japanese-style” donuts made from rice flour. The three-donut line-up includes toppings such as black sesame, soy powder, and crispy bits of arare (small rice crackers)—all elements found in traditional Japanese sweets and snacks. The promotional image even features the fusion donuts on a dried bamboo leaf, the same kind that occasionally wraps mochi cakes or other old-time sweets.
Mr Donut is calling the donuts “mochhiri,” or mochi-like in that soft, chewy way that is unique to rice-based products. This makes yet another neat example of a western product being given a Japanese traditional make-over (and is also probably a way to encourage those customers who recently abandoned their local Mister Donut in favor of the flashy and decidedly foreign Krispy Kreme to come back). However it also seems strikingly reminiscent of a certain hit food item from last year—the moffle.
Meanwhile, convenience store chain Lawson has also introduced a series of breads and cakes made from rice flour, reporting last week that since the line-up debuted in July the company has sold over 2,000,000 items. Convinced that they’ve hit on a growing trend, Lawson has a plan in the works to release an expanded collection of rice flour treats over the next few weeks in questionably tempting (but obviously well-researched) flavors like potato curry, soy bean, and brown sugar.
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