Recently in Japan, there is a trend in which products loved mainly by children come out with limited versions aimed at adults. For example, for several years now, Japanese children’s favorite popsicle brand ガリガリ君 GariGarikun has had a 大人の (otona no | literally “adult”) to more complex or refined “adult” tastes. We’ve also seen how Pocky released adult versions of their popular chocolate candies with a champagne flavor or designed to be paired with whiskey or wine.
While GariGarikun and Pocky are often enjoyed by adults as well, some products are almost exclusively enjoyed by children. For example, the children’s DIY candy brand Nerunerune.
As an “educational candy” sold by Kracie Holdings Ltd, Nerunerune has been around since 1986, delighting children with its fun DIY style where you add water to different powders to create chewy or creamy textures and color changes , sometimes with molds and tools. provided you create various shapes according to a theme such as sushi or burgers.
But now it looks like even Nerunerune isn’t immune to the “grown-up” limited edition trend.
Nerunerune for adults
Literally meaning “Adult Nerunerune”, 大人のねるねるねるね otona pas nerunerunerune contains Concord red grape juice and Chardonnay white grape juice, creating “authentic red and white grape flavor” with moderate sweetness. To this, Kracie Holdings has added its own original wine flavor. The result of considerable effort, this aroma was developed by analyzing red and white wines specifically selected by a sommelier for their compatibility with Nerunerunerune. The company also changed the texture of the candy, making it chewier and lighter than the standard type, for a more sophisticated mouthfeel.
The graph above explains how the aroma of the wine was obtained. For red wine, ethyl cinnamate was isolated from a wine made from New Zealand-grown Pinot Noir grapes that was light and aromatic with berry notes. For white wine, citronellol was isolated from a wine made from Gewürztraminer grapes grown in France which has a tropical bouquet with hints of rose and lychee.
Collaboration with Number TOKYO
If the wine’s sophisticated flavor isn’t enough to convince you it’s an adult product, Kracie Holdings has collaborated with international fashion magazine Numéro TOKYO on a promotional video:
In addition, from September 26 to October 2, the advertising visuals you see below will be displayed in the alternative youth shopping areas of Ura-Harajuku and “Cat Street” in Tokyo’s Shibuya district. If you see them, you can use the hashtag #大人のねるねるねるね.
大人のねるねるねるね otona pas nerunerunerune will go on sale on September 5 and will be available at supermarkets, pharmacies and convenience stores across Japan.
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