A new grown-up flavor is joining the lineup at Otsuka Foods Co., Ltd. (Head Office: Chuo-ku, Osaka; President: Goro Ikeuchi): Micro Magic French Fries Black Pepper goes on sale nationwide on Monday, August 24, 2026.
Development Background
Micro Magic French Fries launched in 1988 as a frozen French fries snack that's ready with nothing more than heating the whole box in the microwave, and this year marks its 38th year as a long-selling brand.
In recent years, demand for convenient frozen food has grown alongside lifestyle shifts toward eating alone more often, a stronger preference for time-saving, and changing attitudes such as not wanting to use the stove. Against this backdrop, the brand has also been gaining popularity not just as a snack but as something to pair with drinks.
Otsuka Foods' own survey of at-home drink-pairing snacks* found that ease of preparation and cleanup is highly valued, that French fries are a favored menu choice, and that "black pepper" was the most popular flavor.
With these preferences in mind, the company developed this new product to be enjoyed both as a snack and alongside a drink.
Product Features
- Finished with a spicy, grown-up taste built around the sharp bite and umami of black pepper that lingers on the palate.
- Made with Hokkaido-grown potatoes that are double-fried for a crisp outside and a fluffy inside.
- Heat the whole box in the microwave for two minutes and thirty seconds (at 500W output) and eat it straight from the box without transferring to a plate, so the toasty flavor comes through until the last bite.
Otsuka Foods aims to preserve the quality that has made its products loved across generations while evolving the brand to fit today's lifestyles, contributing to a richer food life.
* Survey period: February 2026. Respondents: 4,767 men and women ages 20 to 60. Method: internet survey.
Product Details
Product Name: Micro Magic French Fries Black Pepper
Product Features: The rich aroma and sharp bite of black pepper bring out a lingering umami, making it a perfect fit for pairing with drinks too.
Release Date: Monday, August 24, 2026
Suggested Retail Price: Open price
Sales Area: Nationwide
Sales Channels: Mass retailers, drugstores, e-commerce sites, and more
Net Weight: 80g
Existing Product Gets a Packaging Refresh
Alongside the new flavor's launch, the existing Micro Magic French Fries product is also getting a renewed package design, rolling out in stages starting with shipments from mid-August 2026. The new design makes features like "made with Hokkaido-grown potatoes" and "heat the whole box in the microwave" easier to spot at a glance, and the official mascot character, マイクロマジシャン, gets a friendlier new look.
