Monday, September 12, 2011

Ita Choco

Sadly, this past weekend was our last in Minakami. We had some fun times there but we just weren't using the house enough to warrant holding onto it. I will miss a number of things about those weekends, including those jaunts to Besia -- they were a real cultural experience. We rarely bought anything besides groceries. Yet each time I unearthed something weird or interesting to look at. Consequently, this last visit was kind of bittersweet for me.

My find-of-the-day on Saturday was Ita Choco, the latest from the folks over at Morinaga. I absolutely love the package graphics (especially the bold color scheme and the retro font) and the architectural metaphor (ita = board or plank) did not go unnoticed either. Pronounced "eat-a-choco," this name was surely someone's idea of bilingual fun.

As you can see, the concept is a bar of chocolate divided into hollow "boards." Instead of loading these compartments with caramel or nougat, each one is filled with vanilla-ish ice cream.

Regrettably, we mistakenly put the bar in the fridge when we got home. As a result, the ice cream was a bit runny and difficult to eat round robin style as we are wont to do but I am sure you get the picture.

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