On July 7, Lawson announced it will start selling a new rice ball made with older rice (from 2023) at about 250 stores in Tokyo starting July 8.
The product is called “Salt Rice Ball made with 2023 Rice” and will cost 127 yen, which is about 20% cheaper than their usual premium version (149 yen). The rice used is a variety called Nanatsuboshi, and there are no fillings or seaweed—just salt—so customers can taste the rice itself.
To make it more appealing, the package will say “Vintage 2023”, giving the older rice a stylish image.
Only limited stores in Tokyo (like in Chuo, Minato, and Meguro wards) will sell it, because there’s only a small amount of rice available and Lawson wants to release it quickly.
Lawson had already announced a plan to market older rice as “vintage rice” to help reduce costs and meet consumer interest in trying it.
Separately, the company also bought 500 tons of government stockpile rice from 2021 for use in rice balls and lunch boxes in the future.
by MagazineKey4532