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Lawson Launches Product Based on Award-Winning Idea from Nopeco Lab's "Aim for Commercialization! Ultimate Croissant Restaurant 2024" Contest - Available September 9
Based on an idea from students at Tokiwamatsu Gakuen High School, who won the Lawson Award in the "Aim for Commercialization! Ultimate Nokosan Restaurant 2024" contest hosted by Dentsu Inc. No-Peko Lab, which sought recipes utilizing bread crusts to reduce food waste, Lawson will release the "Brown Sugar and Cinnamon-Scented Croissant" (¥181 including tax) starting Tuesday, September 9.
This croissant was developed based on the idea that won the Lawson Award in the "Aim for Commercialization! Ultimate Nokosan Restaurant 2024" contest. The award was given to the idea selected for commercialization at Lawson stores from 103 entries submitted nationwide. It incorporates bread crusts, a byproduct generated during the bread-making process by bakeries, which are typically reused as food ingredients or animal feed, into part of the dough.
The products will be sold at Lawson stores (approximately 4,600 stores* as of the end of July 2025, excluding "Natural Lawson" and "Lawson Store 100") in the Kanto-Koshinetsu region (Nagano Prefecture, Ibaraki Prefecture, Tochigi Prefecture, Gunma Prefecture, Saitama Prefecture, Chiba Prefecture, Tokyo Metropolis, Kanagawa Prefecture, Niigata Prefecture, Yamanashi Prefecture).
As part of its food loss reduction initiatives, Lawson has previously launched various upcycled products to positive reception, including osechi using non-standard ingredients, Christmas cakes using scraps from "Premium Roll Cake" batter, and temaki sushi featuring surplus ingredients like seared tuna and grilled conger eel.
■About No-Peko Lab
No Peko Lab (meaning "No, I'm not hungry!") is a project within Dentsu Inc. Sodegin (Social Design Engine) focused on the theme of eradicating hunger and poverty. It aims to solve all issues related to "children and food" in a fun and impactful way by collaborating with various companies, organizations, and society at large. Launched in 2019, it transforms social contributions—things we know are good but often struggle to act on—into fun activities that everyone wants to participate in and feel personally invested in, while solving challenges for companies and organizations.
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Related Article: https://dentsu-ho.com/articles/9035
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