RITUEL, a hugely popular Parisian viennoiserie specialty store, will open its exclusive brand, "RITUEL le grain de ble," in the main building of Isetan Mitsukoshi Shinjuku on August 23rd.

This boulangerie uses authentic techniques to meticulously adjust the dough's temperature, moisture content, and elasticity, and performs all processes except kneading the dough by hand. In addition to its specialty viennoiserie, the store offers bread made with seasonal fruits and ingredients selected from carefully selected regions and farms.

The newly opened RITUEL le Grand de ble will feature a "Praline Cacao" version of "Escargot," a viennoiserie made with carefully rested dough and homemade custard cream (various types/starting from 290 yen including tax), exclusive to Isetan Mitsukoshi. Other items on offer include baguettes (from 231 yen including tax), which feature a fragrant crust and chewy crumb, and meal bread (various types/1 loaf, from 290 yen including tax).