Asanoya Co., Ltd. (headquarters: 738 Karuizawa, Karuizawa Town, Kitasaku District, Nagano Prefecture; President: Ichiro Sasaki) announces the launch of a new brand concept, "Natural & Premium," starting February 1, 2026. The bakery is entering a new chapter in its storied history.
While honoring the history and tradition built since its founding in 1933, Asanoya will maximize the inherent qualities of carefully selected ingredients. By eliminating unnecessary elements, the brand aims to bring out the best in its materials while delivering the value sought in modern times. This initiative includes a redesigned logo and relaunched versions of two flagship products: "Karuizawa Raisin" and "House-Made Sourdough Campagne." The bakery plans to announce additional product releases in the future, ensuring that moments spent around their bread become "modest yet luxurious, fulfilling experiences." Stay tuned for more.
1. A Refreshed Logo with New Meaning
The logo, affectionately known as "Ojisan" (old man), has been redesigned. While maintaining the craftsmanship and trustworthiness that defined it, the design has evolved from its previous elongated silhouette to incorporate subtle roundness, creating a softer impression.
This change reflects the company's desire to be even more approachable and warm, staying close to customers' daily lives.
2. Relaunching Two Signature Products to Mark the New Chapter
① "Karuizawa Raisin" - A 30th Anniversary Relaunch
The crumb (interior of the bread) now achieves not only the traditional "moist" quality but also a light, airy texture with excellent melt-in-your-mouth characteristics. The crust (outer skin) uses a different dough to enhance the wheat flavor. When toasted, it delivers the crisp, crackling texture characteristic of artisan-style bread.
<Pursuing "Even More Delicious" Through Ingredient Selection>
The bread now features carefully selected domestic wheat from Hokkaido and Shinshu, among other regions. This brings out the rich aroma of domestic wheat and a "chewy, fluffy, moist texture" thanks to its springy elasticity. The crust uses specially selected wheat from Nagano Prefecture, which is flavorful and aromatic yet not overpowering, allowing the raisin dough to shine as the star.
The relaunched "Karuizawa Raisin" maintains its moist deliciousness even longer than before.
"Karuizawa Raisin" Details
Sales price: Sold by weight in-store
Sales locations: All Blanger Asanoya stores
Sales period: From February 1, 2026
*Sales locations and period are subject to change.
*Prices may vary slightly by store.
② The Signature Dough Perfected - "House-Made Sourdough Campagne"
With the philosophy that "bread is not the main attraction but a supporting player that elevates the meal," the bakery has refined its pain de campagne, a representative everyday bread. By cultivating house-made sourdough and treasuring the natural flavor of wheat flour, they've pursued the perfect campagne. This enhances the aroma and adds depth to the taste. The crumb uses 100% carefully selected domestic wheat, creating a texture that is appropriately chewy yet light.
"House-Made Sourdough Campagne" Details
Sales price: ¥756 (tax included)
Sales locations: All Blanger Asanoya stores
Sales period: From February 1, 2026
*Sales locations and period are subject to change.
*Prices may vary slightly by store.
*Sales dates differ at Karuizawa locations.
About Asanoya Co., Ltd.
Since opening "Asanoya Shoten," a store handling foreign food products in Tokyo's Kojimachi in 1933, Asanoya has operated bread retail shops called "Blanger Asanoya" in Yotsuya and Karuizawa to serve regular foreign customers. Today, the company has established itself as a long-established bakery with stores in Karuizawa and the Kanto region.
Website: https://b-asanoya.com/
