Almost Like Frozen Mango on a Stick!? 12 Years of the “MARUDE Series”
"This tastes just like frozen mango!"
In 2013, a young woman new to product development couldn’t help but exclaim these words as she sampled a prototype of a new ice bar. That moment marked the beginning of the "MARUDE (Just Like) Series"—ice bars designed to replicate the texture and taste of real fruit.
The idea was simple yet indulgent: to enjoy the deliciousness of fruit in the form of a refreshing frozen treat. Beginning with the "Frozen Mango-like Texture Ice Bar," which mimics the feel of frozen mango flesh, the series quickly captured the hearts of consumers.
In this installment of "After the Storm Comes the Calm"—a series that explores the ups and downs behind product creation—we trace the 12-year journey of the "MARUDE Series," which has now sold over 195 million bars as of April 2024.
Contents
- An Authentic Experience: An Ice Bar Developed with Meticulous Attention to Texture
- No sales, no second chances: A Summer Hinged on a Single Flavor
- Twelve Years of Continued Evolution: The Vision of the Merchandiser Carrying on the “MARUDE” Legacy
- From Premium Offerings to Sustainability: The Ongoing Challenges of the "MARUDE" Series
- The passion continues: Toward the Next "MARUDE"
An Authentic Experience: An Ice Bar Developed with Meticulous Attention to Texture
"As we set out to create an entirely new kind of ice bar, the key word that emerged was ‘texture.’"
Those were the words of Shinozaki, the creator of the "MARUDE Series" and a merchandiser in the Merchandising Division at Seven-Eleven Japan. At the time, she had just transitioned from working as an assistant in the ice cream category to her new role as an MD (Merchandiser), overseeing everything from product planning and development to sales.
Hereinafter referred to as "MD".
Shinozaki
Developing a private brand (PB) product meant carrying the weight of the company’s reputation and it felt like the biggest project of my life at the time. I was eager, maybe even a little too eager, thinking, I have to deliver results!
If I was going to do it, I wanted to create something you could only find at Seven-Eleven Japan.
It was during that search that I crossed paths with ice cream manufacturer Sakaeya Dairy Products. Their mainstay at the time was a chocolate ice bar, but its sales at Seven-Eleven Japan weren’t doing well.
Shinozaki
I wanted to create something that would really sell, and Sakaeya Dairy Products was also looking for their next big move. It felt like fate.
When we decided to develop a new product together, the one thing I asked for was that it had to surprise people the moment they took a bite.
And that’s how the mango ice bar, their proud creation, ended up in Shinozaki’s hands.
"This texture is just like frozen mango!"
Shinozaki
The moment I took a bite, the words just slipped out because it was just that good. I was genuinely amazed by how much it felt like eating real fruit.
And as it turns out, the name of the product came straight from that very reaction of mine!
Even though it was an ice bar, its soft, rich, and almost sticky texture made it feel just like biting into real fruit. Inside Seven-Eleven Japan, people were quick to say, "This is something totally new!"—and full-scale product development took off soon after.
However, the very texture that made it so appealing turned out to be the biggest challenge.
No sales, no second chances: A Summer Hinged on a Single Flavor
What moved Shinozaki was a prototype known as a "table sample"—a small-batch version not yet designed for mass production.
Shinozaki
The table sample was genuinely delicious. But it was difficult to consistently replicate the mango’s sticky texture and natural sweetness. We had to go back and revise the formula over and over. It ended up taking nearly six months to get it ready for launch.
The "Frozen Mango-like Texture Ice Bar" was launched in July 2013, right in the heart of ice cream season. Its unique texture and flavor, unlike anything seen before, quickly captured attention and made it a bestseller.
Feeling confident in the product’s success, Shinozaki was already considering other fruit varieties she had tested during development, such as peach, banana, and kiwi. However, in 2013, only the mango version was approved for release.
Shinozaki
"If mango doesn’t sell, we can’t release any other flavors." That’s what my manager told me.
It was hard to accept at first—I wanted to try out the other flavors we’d developed, and I felt the pressure of having to keep just one product going.
But at the same time, the fact that my manager said, "Let’s take the time to really grow this," made me realize we’d created something truly delicious. That gave me the push I needed.
Interestingly, "Frozen Mango-like Texture Ice Bar" wasn’t even part of the Seven Premium line when it first launched. Although Shinozaki was involved in its development, it was initially released as a national brand product.
However, Shinozaki’s persistence at that time was reflected in the numbers, and the product grew beyond a momentary hype to become a steadily selling item.
By the following year, in 2014, "MARUDE Hakutou" was added to the lineup, and the series officially became part of the Seven Premium brand.
Twelve Years of Continued Evolution: The Vision of the Merchandiser Carrying on the “MARUDE” Legacy
Even after Shinozaki handed over responsibility, the evolution of the "MARUDE Series" continued. The lineup expanded to include various seasonal fruits such as banana, melon, and mandarin orange. In 2019, the "Frozen Mango-like Texture Ice Bar" itself was renewed.
Taking the baton from the previous merchandisers starting with Shinozaki, Taketani, a merchandiser in the Merchandising Division at Seven-Eleven Japan, has been in charge of the series since March 2024.
Taketani
In the 2019 renewal, we brought the product even closer to the real thing by creating a two-layer structure—the outer layer had a refreshing taste, while the inner layer delivered the rich sweetness of ripe mango. This approach can be applied to other flavors too, which opened up new possibilities for recreating the textures of different fruits.
Back in 2019, the "MARUDE Series" had six varieties. That number grew to seven in 2022, and then to twelve by 2023. By the time Taketani took over, the series had already evolved into something that could deliver the deliciousness of seasonal fruits better than ever before.
Taketani
When I first heard I’d be taking on the "MARUDE Series," I honestly felt... a lot of pressure! Back when I was working as an Operation Field Counselor (OFC) in Kyushu, managing many stores, the "MARUDE Series" was already widely known as "7-Eleven’s fruit ice cream." Having seen the daily sales figures firsthand, I could tell it had a solid presence in the market.
For Taketani, what matters most in product development is thinking deeply about what customers truly want.
Taketani
The "MARUDE Series" appeals to a wide range of customers. For example, "Seven Premium MARUDE Beni Haruka (sweet potato)" was especially popular among women. There are also flavors that tend to resonate more with men, so I try to be mindful of creating something that can be enjoyed by as many people as possible.
True to Taketani’s words, one such effort to broaden the series’ appeal was the launch of "GINZA SEMBIKIYA MARUDE Crown Melon."
From Premium Offerings to Sustainability: The Ongoing Challenges of the "MARUDE" Series
Taketani
The Crown Melon flavor had been around since 2022, but when we collaborated with GINZA SEMBIKIYA in 2024, our goal was to recreate a flavor "worthy of a luxury fruit shop." We used straight juice from Shizuoka-grown Crown Melons and focused completely on maximizing the deliciousness. Not only the ingredients but also the production methods were revisited, with a strong focus on bringing out the true essence of the melon.
That hard work paid off, and GINZA SEMBIKIYA MARUDE Crown Melon became a hit. Seeking even greater deliciousness, it was renewed in 2025.* However, a renewal is not a simple task.
*Sales will end once sold out.
Taketani
Even after trying different prototypes, we often found ourselves saying, "The previous version tasted better." Still, we pushed forward, refining the balance between juice and flavoring to enhance that first-bite juiciness. We went through more than ten rounds of revisions, comparing the taste each time.
Another challenge that troubled Taketani was the rising cost of raw materials. Passing the full increase onto prices would have resulted in an approximate 10% price increase…
Taketani
The manufacturer reviewed the procurement of raw materials, enabling us to maintain the current price range. While preserving the rich flavor of the Crown Melon, I believe the product has become even more delicious than before.
Shinozaki looks at the “MARUDE series” timeline displayed at the center of the screen and exclaims, "Wow, there are so many now!"
Aside from branching out into premium offerings, since 2022 the "MARUDE series" has also taken on a new challenge: using imperfect fruits that would have otherwise been discarded due to not meeting market standards.
Taketani
Some fruits may have blemished skins or slightly odd shapes, but they taste just as good as the ones you see in supermarkets or convenience stores. It feels like such a waste to throw them away. That’s why we’ve been using these "imperfect" ingredients, especially in "MARUDE Ripe Banana," and also in other flavors where possible.
Driven by the concept of bringing out the best in each fruit, the "MARUDE series" continues to expand. To close, we asked both the original MD, Shinozaki, and the current MD, Taketani, to share their thoughts.
The passion continues: Toward the Next "MARUDE"
Taketani
Starting this year, we’re finally able to offer mango year-round. Until now, it was hard to provide it consistently, but we really wanted people to feel like, "I can always find that mango at 7-Eleven whenever I go."
Shinozaki
Securing a stable supply of popular fruits is quite challenging. It wasn’t something we could achieve back in my day. Creating products that stand the test of time is no easy feat, but I’m truly delighted to see how far this has come. As a product developer, it’s a very fulfilling feeling.
Taketani
Someday, I hope I can look back and say, “I’m glad I did this,” by turning white peach into the next mango.
From here on, we’ll keep putting the excitement of "just like ___!" into every ice cream.
The story of the "MARUDE series" is far from over.
*Please note that availability may vary by store
This text has been translated using an automatic translation tool.
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