Nagoya's long-established confectionery that continues to evolve. Factory tour of "Osu Uiro".

Product Development of “Tradition” and “Innovation”

Osu Uiro is attracting new fans one after another with innovative product ideas such as the new brand “Ui” and Uiro Bar. We asked about the reason for this.

Murayama: “It was about six years ago that Osu Uiro began to change significantly. However, until then, to be honest, it wasn’t a Uiro that I was proud of. It became a souvenir shop and no longer a Japanese confectionery shop.

I wanted to make a product that mothers can say to their children, "If you want to eat 100, you can eat 100." From there, I had many discussions with the craftsmen and aimed for a truly good product. Nowadays, we use as little coloring and flavoring as possible, and Sakura Uiro uses extracts boiled from cherry blossom leaves and petals. For that reason, the color is a little dull, but it is finished so that the faint salty sweetness is firmly conveyed. I used to dislike sakura uiro the most, but now I love it. Osu Uiro has become delicious even for long-time craftsmen! I was very happy to hear that. ”

Murayama: "While we were promoting the reform of Osu Uiro, the 'Uiro bar' was especially an opportunity for the younger generation to become aware of it. Uiro has been loved for a long time, but some people say that it is difficult to cut and eat. In order to solve this problem, we added a design and made 5 types of bite-size uiro bars.

You can easily eat it like popsicles and you can eat it without getting your hands dirty. It is now a very popular item as a souvenir. ”

Murayama: The reason why "Uiro Monaka" was born was that "Uiro bar" was more popular than expected, and production was delayed. Then, the factory said, "I want you to make a popular product like Uiro bar that is easy to produce."

One day, I happened to receive a piece of "monaka," a Japanese confectionery, and wondered what it would be like if I put a piece of uiro in monaka. I tried it and found it to be quite delicious. Even our factory manager, who usually does not say it tastes good, said it tasted good, and I was convinced it would work! We were also confirmed to be able to improve production efficiency and reduce the burden on the craftsmen's hands.

This is how the product "Uiro Monaka" was born, where the individually wrapped "Uiro", "An (red bean paste)", and "Monakadane" are sandwiched by the customer's hands. We embody the "enjoyment of eating" by completing it with our own hands. ”

Challenge from adversity.
How Uiro should be now

"Ui" lined up in a row. Editorial Team also tasted it.

Murayama: "And this time, we have created a gluten-free raw sweet, 'Ui,' which is a new product that takes advantage of our history and technology to create the ideal form of 'Uiro.'

At one point, sales were down by 80% due to the impact of the coronavirus pandemic.

The main members of our company are in their 30s and 40s. We felt that we would not leave them to end their lives here, so we decided to take the project we had been working on for the past five years and give it our all at this point in time! By taking on the challenge of this situation, the new generation will do their best. It was with this in mind that we developed "Ui."

Expiration date is 1 day! The appeal of gluten-free “Ui”

President Murayama: “Conventional Uiro, which has been valued as a souvenir, has placed importance on preservability, and there were certain restrictions on the ingredients. 'Ui' was born by combining the techniques and experiences we have accumulated so far as a gluten-free namagashi.

The texture of Uiro that Osu Uiro values is firm yet easy to bite, with just the right amount of elasticity. In order to bring out that texture, we pursued manufacturing methods such as how to steam uiro. We are more particular about the flavor of rice than ever before, and we carefully examine the ingredients. In addition, since we can use small lots of seasonal ingredients that cannot be used normally, the range of ingredients that can be used has greatly increased.

The expiration date is only one day, so it doesn't last long, but the fact that you can enjoy a variety of flavors depending on the season is also a big attraction of 'Ui'.”

Murayama: “Ui should look like it can be eaten not only by adults, but also by children. The size and shape of the bite size are carefully selected so that you can feel the texture more. The original uiro is square because it is steamed in a bamboo steamer. By changing its appearance, we have created a gorgeous appearance that has never been seen before.

The products consist of 5 categories, including 4 categories for adults Ui and a children’s Ui. 'Moto no Ui' , 'Kodomo no Ui - Nadeshiko' and 'Kodomo no Ui - Asagi' are sold all year round.
'Oriori no Ui', 'Koyomi no Ui', and "Sao no Ui" are limited-time products that match events and seasons.

In the future, we will continue to create a mechanism that will actively encourage people to eat uiro, both externally and internally.
We will continue our corporate efforts to increase the food experience, not just the mouth. ”