Newspaper retailer ASA has collaborated with Field Eco Co., Ltd. to open a premium white bread specialty store, "Melty-Mouth Morning!!," in Yoga, Tokyo, on June 21st.


As the first step in a new project focused on "mornings," aiming to enhance the "mornings" of the Yoga and Futako-Tamagawa areas through newspapers, the store will focus on breakfast, one of the joys of the morning. In addition to selling white bread, a favorite among many Japanese people and the most commonly eaten breakfast food, in-store, the store will also utilize the delivery capabilities of its affiliated newspaper retailer to deliver to local residents.

The items being offered are two types of bread, "Omeza no Shiawase" (900 yen/2 loaves) and "Kanjuku Morning" (1,100 yen/2 loaves), which are made with carefully selected ingredients such as carefully selected flour and additive-free fresh cream from Hokkaido. Both are characterized by their rich flavor and sweetness, with a clean and elegant aftertaste.




Omeza no Shiawase has a fine texture and a sweet taste, and is great eaten raw, but as the crust is thin, we recommend making it into thick slices and toasting it and tearing it apart by hand while it's still fresh.



"Ripe Morning" is a dessert bread made with plenty of juicy Sun Muscat raisins, making it the perfect souvenir. It has a fruity acidity and a fresh texture that spreads the moment you bite into it. It goes perfectly with butter.


For the time being after opening, it will only be available for purchase in-store, with delivery scheduled to begin in early August. Delivery is scheduled to begin around 6am.