Through ‘fu-kashi’—a confectionery long cherished across the country—we aim to deliver moments of small, simple happiness that bring a smile to your face amidst your busy daily life. With this sentiment in mind, we are launching ‘Fufufu no Fu’, a new brand of fu-based confectionery offering a novel texture and a fresh experience that feels both familiar yet unexpected.
About Fufufu’s wheat gluten
Did you know that across Japan, there are all sorts of ‘fu sweets’—each with its own unique shape, texture and flavour depending on the region?
‘Fufufu no Fu’ is a brand that brings together these fu sweets from all over Japan. It was created with the image of a moment that brings a smile to your face—a ‘fufufu’—as you recall snack time from your childhood, thanks to the simple, traditional sweetness and the light, melt-in-the-mouth texture.
Just as you might want to share a flavour you discovered whilst travelling with someone else, you can easily enjoy fu confectionery from distant regions as part of your everyday life.
About Fufufu no Fu products
A new take on karinto, with each piece of baked wheat gluten carefully toasted one by one. We’ve crafted these to offer a bite that combines a crisp exterior with the uniquely fluffy texture of wheat gluten. Available in two flavours—‘Black Sugar’ and ‘Mitarashi’—in convenient single-serving boxes.
| Product name: |
Yamagata-style baked wheat gluten ‘Ofukarinto’ – Crispy, hehehe (Mitarashi/Brown sugar *2 varieties in total) |
| Price: |
658 yen each (including tax) |
| Net weight: |
35g each |
We also plan to launch three varieties of ‘Fufufu’s Little Boxes’.
・Shiga’s T-shaped wheat gluten: ‘Hito-kuchi Fugashi’ – Crispy, Fufufu
・Okinawa’s Kuruma wheat gluten: ‘Ofusutikku’ – Crunchy, Fufufu (2 varieties in total)