Starting Tuesday, November 18, 2025, ‘Asagiri Milk,’ a sweets brand made from fresh milk from the Asagiri Highlands in Shizuoka Prefecture, will be available at Natural Lawson convenience stores, primarily in the Tokyo metropolitan area. These authentic “dairy shop” sweets, previously only available at special events in department stores, can now be enjoyed at a more accessible location.
This initiative was born from the desire to “bring the fresh, gentle taste of milk nurtured at the foot of Mt. Fuji to everyone in the metropolitan area.” These nostalgic yet new sweets, which highlight the natural flavor of their ingredients, add a “special little moment” to your everyday life.
‘Rich Milk Sand’: A Rich Milk Filling Between Sable Cookies
This treat features a special milk cream sandwiched between light, crispy butter sable cookies. The cream, made with mascarpone cheese and fresh cream, is rich yet has a clean aftertaste. It’s a sweet that lets you fully experience the blessings of the Asagiri Highlands.
Rich Milk Sand – Milk
Price: 401 JPY (tax included)
Rich Milk Sand – Milk Coffee
Price: 401 JPY (tax included)
Rich Milk Sand – Shizuoka Matcha Cream
Made with luxurious matcha from Shizuoka Prefecture. The rich aroma of matcha and the gentle sweetness of the milk cream are in perfect harmony.
Price: 410 JPY (tax included)
Indulgent Sweets Packed with Milky Goodness
In addition to the sandwiches, there is a lineup of various sweets packed with the charm of Asagiri Highland milk.
Asagiri Highland Pudding
This special pudding uses eggs, milk, fresh cream, and condensed milk to maximize the milky flavor. It’s a treat where you can fully enjoy the deliciousness of milk from the Asagiri Highlands, and its longer shelf life is a nice bonus. It’s sure to be a delightful gift.
Price: 486 JPY (tax included)
Asagiri Butter Cookies
Specialty butter cookies made with plenty of “Asagiri Butter,” domestic flour, and eggs. After a crispy bite, a gentle sweetness and the rich flavor of butter fill your mouth. It’s a simple yet irresistibly delicious treat.
Price: 460 JPY for 3 cookies (tax included)
Asagiri Milk Pound Cake Rusk
These rusks are made with great care by first baking a milk-flavored pound cake, slicing it, and then baking it a second time in the oven. The light, crispy texture and the butter & milk powder sprinkled on the surface create a deep richness and milky flavor.
Price: 990 JPY for 6 pieces (tax included)
‘Fluffy Pancake Sandwiches’ with an Irresistible Texture
Fluffy pancake batter is filled with a cream made from plenty of Asagiri milk. It’s a milky sweet that’s perfect for breakfast or a snack.
Fluffy Pancake Sandwich – Asagiri Milk Cream
Price: 260 JPY (tax included)
Fluffy Pancake Sandwich – Anko & Butter
A sandwich of fresh, chunky red bean paste (tsubuan) and whipped butter made from Asagiri Highland milk. The saltiness of the anko and butter, combined with the milky flavor, creates a luxurious trinity of taste.
Price: 291 JPY (tax included)
The Shared Vision of Natural Lawson and ‘Asagiri Milk’
Natural Lawson is a convenience store with the theme of “Beauty and Health,” operating under the concept “For your unique everyday.” Meanwhile, ‘Asagiri Milk’ is an ethical brand that addresses the social issue of declining milk consumption, aiming to create a sustainable cycle connecting producers to consumers.
https://www.asagiri-milk.jp/sweets/
This special collaboration came to life as the desire of ‘Asagiri Milk’ to convey the original deliciousness of milk through their “dairy shop’s milk sweets” resonated with Natural Lawson’s concept.
https://www.asagiri-milk.jp/sweets/
These special milk sweets are nurtured by the rich nature of the Asagiri Highlands. Why not take this opportunity to pick them up at your nearest Natural Lawson?
Sales Information
Launch Date: Tuesday, November 18, 2025
Available at: Natural Lawson stores across Japan
*Availability may vary by store.
About Asagiri Dairy Co., Ltd.
https://www.asagiri-milk.jp/
Based in the “Asagiri Food Park” in Fujinomiya City, Shizuoka Prefecture, the company manufactures and sells milk and dairy products, and also develops the ‘Asagiri Milk’ sweets brand.
https://www.asagiri-milk.jp/sweets/
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