Key facts
- Yamaya plans to sell mentaiko butter-filled baguettes in the U.S. by 2027.
- The product has been introduced at Dodger Stadium.
- Mentaiko bread has gone viral on social media in Japan.
- The stable price of Alaska pollock roe contributes to the bread's affordability.
Fukuoka-based Yamaya, a producer of mentaiko (spicy pollock roe), is planning to introduce its mentaiko butter-filled French baguettes to the U.S. market as early as 2027. This expansion follows the product's successful introduction at Dodger Stadium, where Japanese food offerings have increased in popularity, partly due to the presence of stars like Shohei Ohtani. The 'mentaiko France' bread has become a viral sensation in Japan, drawing long queues at specialty bakeries. Its popularity is driven by social media trends, a generous mentaiko sauce filling, and the stable pricing of Alaska pollock roe, the primary ingredient. Yamaya aims to leverage this momentum for wider U.S. sales.