GU-PITA, the nutrition-adjusted snack series from Naris Cosmetics' "Naris Up" brand, is getting collaboration packages featuring four characters from San-X Co., Ltd.'s San-X Universe. The limited-edition packages go on sale in limited quantities from November 16, 2026, at drugstores, variety shops and mass retailers across Japan (excluding some stores). They replace the regular products.
GU-PITA debuted in 1997, and this year marks its 30th year. Cumulative sales have passed 207 million boxes (total from launch through August 2026). Each product contains konjac mannan, a dietary fiber that tends to run short during a diet, so a small portion can leave you feeling full. It is meant as a small snack that lets you take a breather and supports a diet you can keep up without overdoing it.
Overview
- On sale: From November 16, 2026 (limited quantities, replacing the regular products)
- Where: Drugstores, variety shops and mass retailers across Japan (excluding some stores)
- Price: ¥198 per item before tax (¥214 including tax)
- Notes: Placement dates differ by store, and some stores may not carry every item.
About GU-PITA
GU-PITA debuted in 1997 as a nutrition-adjusted snack brand that supports a no-strain diet. It contains nutrients that tend to run short during a diet, and its sweets-like flavors and textures make it easy to keep going. The konjac mannan swells when it absorbs water and helps quiet the "guu" of a rumbling stomach with a "pita." The lineup consists of three soy milk okara biscuits and three moist cookies.
The brand grew out of a view developed at a cosmetics company: that cosmetics may not be the only thing that can answer women's wish to become beautiful. Today, a growing number of fans span generations, from parents to their children.
The main target is working women. As awareness has spread that a diet should not mean going without food but should build the body by taking in the nutrients it needs, the fiber and protein content and the zero sugar concept have been well received, and the number of male and student repeat customers is also growing.
GU-PITA keeps in mind that a diet is not something temporary but something to continue without strain. By offering a variety of flavors and fun packaging, the brand supports a diet that can be kept up without overdoing it.
The Four San-X Characters
Rilakkuma (リラックマ)
Rilakkuma is a costumed bear who always takes life at a relaxed, easygoing pace. He lives with the mischievous Korilakkuma and the hardworking Kiiroitori, and is good friends with Chairoikoguma, who lives in the Honey Forest, and other friends.
Kogepan (こげぱん)
Kogepan is a bread that turned sullen after getting burnt. Careless about everything and negative in outlook, it is actually filled with fine anko (sweet red bean paste) made from premium azuki beans grown on the Tokachi Plain.
Tarepanda (たれぱんだ)
Tarepanda is drooping as usual today. Its favorite food is suama (a Japanese sweet), and it moves at 2.75 meters per hour. Before you know it, it is right beside you.
Afro Ken (アフロ犬)
Afro Ken goes up to anything shaped like an afro and transforms into all sorts of things. Always in a good mood, it has many friends with unusual hairstyles and transformed looks.
©2026 San-X Co., Ltd. All Rights Reserved.
Product Lineup
All six items are baked confections (nutrition-adjusted foods) priced at ¥198 before tax (¥214 including tax).
Soy Milk Okara Biscuit - Chocolat
- Contents: 3 pieces x 3 bags (individually wrapped)
- Description: A bite-sized soy milk okara biscuit containing konjac mannan, a dietary fiber that swells when it absorbs water, that is easy to eat when you are just a little hungry. Sugar-free, it still has a mellow, gentle sweetness that satisfies. It contains a balance of calcium and protein needed to build the body, plus lactic acid bacteria and iron, which are needed during a diet when nutritional balance tends to be disrupted.
- Flavor: The deep aroma and slight bitterness of cacao blend with the gentle sweetness of soy milk and okara for a rich, full-bodied taste.
- Per bag: Dietary fiber 2.1 g, protein 0.9 g, calcium 36 mg, iron 0.8 mg, sugars 0 g, energy 51.9 kcal
Soy Milk Okara Biscuit - Soy Milk
- Contents: 3 pieces x 3 bags (individually wrapped)
- Description: A bite-sized soy milk okara biscuit containing konjac mannan, a dietary fiber that swells when it absorbs water, that is easy to eat when you are just a little hungry. Sugar-free, it still has a mellow, gentle sweetness that satisfies. It contains a balance of calcium and protein needed to build the body, plus lactic acid bacteria and iron, which are needed during a diet when nutritional balance tends to be disrupted.
- Flavor: The somewhat nostalgic, gentle sweetness of soy milk and okara. Crisp and easy to eat, with a mellow, comforting taste.
- Per bag: Dietary fiber 2.1 g, protein 0.8 g, calcium 36 mg, iron 0.7 mg, sugars 0 g, energy 51.3 kcal
Soy Milk Okara Biscuit - Lemon Cheesecake
- Contents: 3 pieces x 3 bags (individually wrapped)
- Description: A bite-sized soy milk okara biscuit containing konjac mannan, a dietary fiber that swells when it absorbs water, that is easy to eat when you are just a little hungry. Sugar-free, it still has a mellow, gentle sweetness that satisfies. It contains a balance of calcium and protein needed to build the body, plus lactic acid bacteria and iron, which are needed during a diet when nutritional balance tends to be disrupted.
- Flavor: The freshness of lemon and the richness of cheese spread out together with the gentle sweetness of soy milk and okara for an addictive taste.
- Per bag: Dietary fiber 2.1 g, protein 0.8 g, calcium 38 mg, iron 0.7 mg, sugars 0 g, energy 51.1 kcal
Moist Cookie - Blueberry Cheesecake
- Contents: 3 bars (individually wrapped)
- Description: A soft cookie bar with a double flavor that fills you up even in a small amount, containing konjac mannan, a dietary fiber that swells when it absorbs water. It contains a balance of calcium and protein needed to build the body, plus iron, which is needed during a diet when nutritional balance tends to be disrupted.
- Flavor: Blueberry-flavored jam wrapped inside a rich cheesecake-flavored dough for a fruity, refined taste.
- Per bar: Dietary fiber 2.9 g, protein 0.5 g, calcium 21 mg, iron 0.4 mg, energy 57 kcal
Moist Cookie - Maple Brulee
- Contents: 3 bars (individually wrapped)
- Description: A soft cookie bar with a double flavor that fills you up even in a small amount, containing konjac mannan, a dietary fiber that swells when it absorbs water. It contains a balance of calcium and protein needed to build the body, plus iron, which is needed during a diet when nutritional balance tends to be disrupted.
- Flavor: Custard-flavored cream wrapped inside a gently sweet maple dough for a light, fragrant taste.
- Per bar: Dietary fiber 2.5 g, protein 0.6 g, calcium 25 mg, iron 0.3 mg, energy 58 kcal
Moist Cookie - Almond Chocolat
- Contents: 3 bars (individually wrapped)
- Description: A soft cookie bar with a double flavor that fills you up even in a small amount, containing konjac mannan, a dietary fiber that swells when it absorbs water. It contains a balance of calcium and protein needed to build the body, plus iron, which is needed during a diet when nutritional balance tends to be disrupted.
- Flavor: Almond-flavored cream wrapped inside a chocolate dough with chocolate chips for a rich, full-bodied taste.
- Per bar: Dietary fiber 2.5 g, protein 0.6 g, calcium 24 mg, iron 0.5 mg, energy 59 kcal
Links
- GU-PITA official site: https://www.narisup.com/shop/brand/gu-pita.aspx
- Online store (Amazon): GU-PITA brand page https://www.amazon.co.jp/stores/page/8780CD9E-6C46-4784-849B-EF9FA0DCF9BF
