Glico Redefines Rice with Japan’s First Clean-Label, Rice-Based Soft Candy

Ezaki Glico, the iconic Japanese confectionery brand, is pioneering a rice-based soft candy to elevate rice beyond its staple role. Clean-label, dairy-free, and made with just five ingredients, this innovation aligns with national food security goals and introduces a modern narrative for Japan’s most abundant crop.

Insights & Strategic Moves:

• Rice, Reimagined as Confectionery Glico is launching a soft candy made entirely from rice-derived ingredients and sugar, without any dairy. This reinvention reflects the company’s intent to showcase the untapped sensory and functional potential of rice outside traditional meal formats.

• Expo 2025 Debut Strategy As a partner of Expo 2025 Osaka, Glico will exclusively distribute the rice soft candy during the May–October 2025 event. This approach allows the company to pilot the product in a high-visibility, high-engagement setting before considering broader market expansion.

• From Scratch Formulation: Dairy-Free by DesignTraditional soft candy relies heavily on dairy. To preserve the mild yet distinct flavour of rice, Glico removed all dairy elements, opting for a novel formulation that includes:

  • Rice syrup (natural sweetener)

  • Rice flour (texture & aroma)

  • Rice protein (structure & enhanced aroma)

  • Rice bran oil (smoothness)

  • Sugar (minimalist sweetness)The result is a clean-label product with five clear ingredients and over 50% rice content.

• Strategic Fit with Japan’s Food Security Goals Glico’s rice-forward innovation aligns with government initiatives to increase domestic rice flour usage amid geopolitical tensions and concerns over wheat supply. Promoting rice-based products supports national self-sufficiency and reduces reliance on imported grains.

• Consumer and Policy Resonance The soft candy’s simple formulation and use of mostly domestically sourced rice appeal to both clean-label-seeking consumers and regulators focused on local agriculture and food resilience.

As Japan looks to diversify wheat alternatives and boost rice flour applications, Glico’s innovation serves as a proof-of-concept for turning traditional crops into modern, value-added confections. Its Expo 2025 showcase may set the stage for a new wave of rice-based consumer products.

By turning rice into a clean-label candy, Glico is not only innovating in confectionery—it’s reframing rice as Japan’s future-forward ingredient.

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