A new biscuit brand called the "The" series is arriving from Lotte — the company's first new biscuit brand in 13 years. Starting March 24, 2026 (Tuesday), The BUTTER (a round financier) and The CARAMEL (a caramel madeleine) will go on sale first in the East Japan area, including Shizuoka.
The defining feature of both products is Lotte's proprietary "junwari technique." This approach combines two methods: a "shittori (moistening) technique" that blends two types of butter generously into the dough for a fluffy yet moist bake, and a "junwari (deep-soaking) technique" where a specially prepared sauce is injected into the dough so it fully seeps in and becomes one with the pastry. Together, these techniques create a texture that goes beyond "moist" — a rich, deeply satisfying taste described as junwari, reminiscent of specialty confectionery.
The BUTTER
The BUTTER is a round financier infused with a junwari butter sauce, delivering an overflow of rich butter flavor. Two varieties of butter are blended to achieve a deep, full-bodied taste, and the sauce soaking through the dough creates a moist texture that further enhances the flavor.
The CARAMEL
The CARAMEL is a caramel madeleine infused with a junwari fresh caramel sauce, delivering an overflow of rich caramel flavor. Hokkaido-sourced fresh cream and fresh caramel sauce are used, and the way the melted caramel sauce soaks deeply into the dough creates a moist texture that draws out the full flavor.
| Item | Details |
|---|---|
| Product Name | The BUTTER / The CARAMEL |
| Launch Date / Area | March 24, 2026 (Tue) — East Japan area first (including Shizuoka) |
| Contents | 3 pieces |
| Price | Open price (estimated retail price approximately ¥302 including tax) |
Recognized by the Pros
ITI Superior Taste Award
The BUTTER received the Superior Taste Award at the ITI (International Taste Institute) 2026 judging session — a recognition from sommeliers and chefs around the world. The ITI is one of the world's leading independent organizations, headquartered in Brussels, Belgium, that evaluates the taste of food and beverages through objective international sensory analysis standards in blind tastings.
Over 90% Satisfaction Among Aspiring Patissiers
A survey of 130 students in the Advanced Culinary and Confectionery Department at Musashino Culinary College found that over 90% of aspiring patissiers expressed satisfaction with both The BUTTER and The CARAMEL.
Some comments from those surveyed included:
- "The butter flavor came through clearly with a moist, easy-to-eat texture. The caramel had a delicious aroma, and the sauce inside gave two waves of flavor."
- "The caramel had a slight bitterness that worked as an accent. The butter's aroma was great and made me want to have it again."
- "The sauce and fluffy dough paired perfectly. The scent of butter and caramel when opening the bag was present even while eating. A treat that engages all five senses."
Behind the Development
Research into the needs of women in their 30s and 40s — a growing segment of semi-baked confectionery consumers — revealed a strong demand for "richness." While previous biscuit products often relied on chocolate for indulgence, the new series places "butter" at the center of a fresh kind of rich experience. The aim is to bring specialty shop-level quality into the everyday snacking category.
Lotte's biscuit business started in 1976 and marks its 50th anniversary in 2026. Products like Choco Pie (launched 1983) and Custard Cake (launched 1986) have driven the business forward, and the "The" series is positioned as a "third pillar" to carry it into the next 50 years.
According to the development team, the most challenging part of the process was maximizing the synergy between the dough and the sauce — specifically, achieving just the right balance of flavor and ratio between the two elements so each brings out the best in the other. After extensive trial and error, the "junwari technique" was established, delivering a new level of richness not found in existing products.
A test sale carried out in August 2022 recorded sales figures exceeding existing products. A customer survey at the time found that 97.6% of respondents said the products were delicious, and 91.1% said they would buy them again. Comments included "I want to eat this when I'm tired" and "It has the special feeling of a department store sweet." Following three years of further refinement, the products are now ready for full launch.
The series is aimed at a wide range of customers — particularly those in their 30s and 40s who want a specialty shop-style treat as a reward for their busy days. The three-piece count makes it a well-balanced size for a satisfying, indulgent moment.
Easy Arrangement Recipes
Both products can be enjoyed with a variety of toppings and preparations.
Toasted Marshmallow (The BUTTER / The CARAMEL)
Simply toast in a toaster oven for a quick arrangement. The sweetness of the melted marshmallow pairs well with the junwari dough. (Always remove from individual wrapping before heating.)
Extra Butter (The BUTTER)
Place a pat of butter on top and toast for about 1 minute. The melting richness deepens the flavor even further. (Always remove from individual wrapping before heating.)
Honey Cream Cheese (The BUTTER / The CARAMEL)
A contrast of salty and sweet — a more sophisticated, adult-oriented arrangement.
Anko & Salted Cream (The BUTTER)
A combination of Japanese and Western flavors for an unexpectedly luxurious twist.
Smoked Salmon & Prosciutto Deli Style (The BUTTER)
Accented with olive oil aroma and black pepper — an arrangement designed for adult palates.
Fruit & Sauce (The BUTTER)
A colorful dessert arrangement combining fruit and sauce.
For more details, visit the official brand website: https://www.lotte.co.jp/products/brand/the_butter/
