Muji Chocolate Coated Strawberries

The infamous Chocolate Coated Strawberries have been a very popular Japanese snack since it is launch by lifestyle shop chain MUJI. In this article, we will try to explain what is MUJI and what makes this product a hit!

What is MUJI?

MUJI is the brand name behind public company Ryohin Keikaku Co., Ltd.

MUJI, originally founded in Japan in 1980, offers a wide variety of good quality products including household goods, apparel and food.

Mujirushi Ryohin, MUJI in Japanese, translates as “no-brand quality goods.”

To date, MUJI operates over 870 stores and is rapidly expanding through the world.

White Chocolate Coated Strawberries

As commented, one of the most popular and loved MUJI products is the White Chocolate Coated Strawberries. This snack consists of freeze-dried strawberries coated with a fine layer of delicious white chocolate.

And it looks like this:

The combination of the citric acidity of the strawberries matches very well with the sweet taste of white chocolate.

The texture is also a differentiating point. The layer of fine chocolate makes this tasty Japanese snack soft from outside, which in combination with the freeze-dried strawberries crunchiness makes each bite very special.

Matcha Chocolate Coated Strawberries

Given the success of the best-selling White Chocolate Strawberries, MUJI launched a new variation of the snack on September 2016.

This time, powdered Uji Matcha, Japan's renowned variety of tea, is mixed into the white chocolate creating an eye-catching color and delicious snack.

MUJI principles

Each piece has an irregular size but same delicious taste. Why the irregular size?

MUJI is based on three core principles, which remain unchanged to this day:

1. Selection of materials
2. Streamlining of processes
3. Simplification of packages

Irregularly sized whole fruits, make the manufacturing process more simple since the time and resources to select each piece are eliminated. This rationalization of the manufacturing process releases resources to focus on what matters to MUJI; quality and simplicity.

They achieve this by reexamining products through three lenses: material selection, inspection process and packaging simplification.

Where to buy?

You can buy physically in any MUJI store in Japan as well as in our online store: