Nighttime Noshing

Nighttime Noshing

Food & Drink

Nighttime Noshing


By Cari Martens

Again, it’s the Japanese who have solved an age old problem of night time sweet noshing. They’ve come up with a low calorie (140), highly indulgent creamy dream. It’s called Mayonaka no Zeitaku, or Midnight Indulgence, and comes in four flavors: Smooth Vanilla, Smooth Green Tea, Smooth Milk Tea, and Smooth Chocolat…sure does sound good!

The product is based on consumer research that showed high numbers of Japanese women eat ice cream after 9 p.m. Morinaga/Eskimo test-launched Mayonaka no Zeitaku in a test market, and then took it national in an attempt to unseat country-favorite Hagen Daz.

For more innovations and insights, check out CultureWaves. And, take a look at a few of our other Hot & Cool Trends from CultureWavesâ„¢.

Have you seen an innovative product that will make our food lives more fun in the future? Let us know at Editor.


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