Bisco Boya gives ‘more vigorous impression' for market abroad

Asahi Shimbun

05-05-2025

OSAKA—The boy character on packaging of the long-selling Bisco biscuit has been redesigned for the first time in 20 years to increase overseas sales.
Bisco Boya (Bisco boy) is now shown with part of his white T-shirt around the neck to project a 'more vigorous impression,' according to the manufacturer, Ezaki Glico Co.
The biscuit in the new packaging, which also displays the name Bisco in English for the first time, went on sale on April 8.
In previous designs, only the boy's face was printed.
Ezaki Glico, a confectionery maker also known for its Pocky biscuit snack coated with chocolate, released Bisco in 1933 as a cream sandwich biscuit containing yeast.
The Osaka-based company later promoted it as a nutritious snack featuring lactic acid bacteria, vitamins and calcium.
Bisco Boya, which has appeared on the packaging from the beginning, has been redesigned over the years.
The latest version replaced the fifth-generation design that was introduced in 2005.
The biscuit itself was revamped for the first time since 2020.
A second lactic acid bacterium called Lactobacillus helveticus GCL1815 strain, which was selected from among the approximately 10,000 strains owned by the company, was blended into the cream in addition to Sporolactobacillus.
The biscuit's taste was also improved after three years of research on production methods to enhance the flavor and richness.
'As people become more health conscious, the overall market of lactic acid bacteria is growing,' an Ezaki Glico official said.