Noy (ノイ), an additive-free, plant-based vegan ice cream brand, will hold its third limited-time pop-up store on the 1st floor of Hankyu Umeda Main Store (阪急うめだ本店) in Osaka from Wednesday, November 11, 2026. The brand is developed by think Lab Inc. (think Lab株式会社), an Osaka-based company that works toward "food sustainability" (食のサステナビリティ) through global-standard food additive rules and allergen-free products.
The highlight of this milestone third pop-up is "Chocolate Banana" (チョコバナナ), a new flavor released first at this event for a limited time. It combines crisp chocolate with the taste of real banana, and delivers a rich, satisfying flavor despite containing no eggs, dairy, white sugar or additives.
Highlights of the Hankyu Umeda Pop-Up
New Flavor "Chocolate Banana" Debuts for a Limited Time
"Chocolate Banana" (100 ml / ¥648 including tax) makes its debut at this event. Made without white sugar and the nine major allergens, it features the crisp texture of chocolate and the rich sweetness of real banana.
Hankyu Umeda Main Store Exclusive Set and Visitor Bonus
A "4-item set" is sold in limited quantities, combining the new "Chocolate Banana" with three popular regular flavors: Vanilla, Strawberry and Matcha. The regular flavors come in pouch containers with caps and are made without eggs, dairy, white sugar or additives.
Visitors who follow the official Instagram account (@noy_vegan_icecream) also receive an original sticker.
Background: A Hankyu Umeda Workshop Led to the Brand's Launch
A food education workshop at "GREEN AGE" in Hankyu Umeda Main Store.
Since its launch in May 2025, Noy has gained support in various places, including permanent sales at Isetan Shinjuku Main Store (伊勢丹新宿本店) and the "Osanpo Marche" (おさんぽマルシェ) at Grand Green Osaka (グラングリーン大阪).
The brand has a particularly deep connection with "GREEN AGE" on the 8th floor of Hankyu Umeda Main Store. The response to an allergy and food education workshop held there before the launch encouraged the founding of the brand. At the pop-ups held in May and August 2025, Noy sold out 600 units within three days each time, a rare result for a wellness ice cream. The third pop-up has now been decided.
From Tears of "Can't Eat" to Smiles of "Eating Together"
The brand's concept is "Noがいい＝Noy" ("No is good = Noy"), with the tagline "NO creates YES. NO makes the world even more delicious."
According to estimates, about 350 million people worldwide now have food allergies, and diabetes among children and young people is also increasing. What we face is the small patience and loneliness behind those numbers, of each person who cannot eat the same things as everyone else. Noy is not meant to be something chosen reluctantly because of restrictions, but something that makes anyone smile and say "delicious!" from the heart. Our mission is to create an experience in which, regardless of allergies or constitution, people can enjoy the same ice cream with someone they care about and share happiness. Through this pop-up, which brings encounters with people in our hometown of Osaka, we sincerely hope to offer a new choice full of smiles.
— 井上 祐希, CEO of think Lab Inc. (think Lab株式会社)
Noy aims to offer an experience in which everyone, from children with allergies to adults, can enjoy the same snack. It is made without the nine major allergens, white sugar or additives, and each serving is in the 70 kcal range (Strawberry: 70 kcal), combining a gentle profile with a rich flavor.
Pop-Up Store Details
Dates: Wednesday, November 11 to Tuesday, November 17, 2026
Hours: 10:00 AM to 8:00 PM (follows the department store's business hours)
Venue: Hankyu Umeda Main Store, 1st floor
Lineup:
- [Hankyu Umeda Main Store advance release, limited time] Chocolate Banana (100 ml / ¥648 including tax)
- [Hankyu Umeda Main Store exclusive set] 4-item set (limited quantities)
A Rare Chance to Try Noy in Person
Noy is normally available only through the online shop and the permanent store at Isetan Shinjuku Main Store in Tokyo (Main Building, Basement 1st Floor, Grocery (グローサリー)). The pop-up offers a rare opportunity to pick up the ice cream in person at a department store in Osaka and the wider Kansai area.
Food label example (Frozen confection Noy Vegan Strawberry, 100 ml):
- Ingredients: Organic soy milk (made in Japan), strawberries, agave syrup, processed agar (contains soybeans as part of the ingredients)
- Nutrition (per 100 g, estimated): Energy 70 kcal / Protein 2.5 g / Fat 1.8 g / Carbohydrates 10.9 g / Salt equivalent 0.00 g
Official Links
Official online shop:
https://noy-vegan-icecream.stores.jp/
Official Instagram:
https://www.instagram.com/noy_vegan_icecream/
