Calbee Launches Baked Oats SOY — Unsweetened Cereal with Two Types of Soy and Pumpkin Seeds

Calbee, a leading Japanese snack and cereal maker, is adding a new product to its "Baked Oats" lineup. Baked Oats SOY features two types of soy — soy flakes and black soybeans — along with pumpkin seeds, and will go on sale at retail stores nationwide (excluding convenience stores) from Monday, March 9, 2026.

*Note: "Not sweet" is based on a comparison with Calbee's own FruGra®.

Background

Calbee has been producing granola with oats as the main ingredient since 1988, and currently offers a variety of oat-based cereals including "FruGra®" and "MyGra®."

The "Baked Oats" range employs the company's unique baked method, which slowly and evenly applies heat to each oat to bring out a rich, toasty flavor. Two flavors — "Fruit" and "Nuts & Seeds" — were launched in April 2022, and in September 2024, the unsweetened "Original" variety (with no toppings) was introduced for customers seeking low-sugar options, receiving strong positive feedback.

Since many Baked Oats buyers are health-conscious, and soy has a widely recognized health-positive image, Calbee decided to build on the well-received "Baked Oats Original" by adding soy toppings. The result is Baked Oats SOY, which preserves the beloved unsweetened flavor and satisfying crunchy texture while incorporating two types of soy.

*The baked method is Calbee's proprietary technique for deliciously baking oats. By slowly and evenly applying heat to each oat, it brings out a fragrant, flavorful result with consistent quality throughout.

Product Features

• Baked Oats is a cereal made using Calbee's proprietary baked method. Because it is unsweetened, the naturally toasty flavor of oats comes through fully, making it easy to enjoy without getting tired of the taste.

• Baked Oats SOY offers two distinct soy textures to enjoy: the light, crispy snap of soy flakes and the firm, satisfying crunch of black soybeans, letting you savor the natural flavor of each ingredient.

• The product is rich in dietary fiber and iron. It has also been certified as a locabo (moderate-carb) product by the Japan Slow Carb Association, with 22.4g of carbohydrates per 40g serving — well-suited to a locabo lifestyle.

  *"Locabo" is an abbreviation of "low carbohydrate," referring to a moderate carbohydrate-restricted diet that recommends 20–40g of carbohydrates per meal across 3 daily meals, plus up to 10g from snacks. "Locabo" and the "Locabo Mark" are registered trademarks of the Japan Slow Carb Association (一般社団法人 食・楽・健康協会). The approach promotes enjoying delicious, satisfying food while maintaining appropriate carbohydrate intake for good health, rather than extreme carb elimination.

• The packaging uses a logo in a color that evokes soy flakes, and the word "SOY" is designed with bean-shaped letters for a playful feel. A prominent image of soy flakes and black soybeans makes the product's contents immediately clear. The product's unsweetened character is also displayed prominently, making it easy to spot on store shelves.

Product Overview