Is the birth of a new B-grade gourmet food? ? Bel Joyce's nice feeling pan! ! [Iwate Prefecture]

Have you heard of Delicious Beef Curry Bread with Sesame Fragrance that won the top prize at the "Bento and Side Dishes Awards 2025"

This curry bread has an unprecedented texture, created by a collaboration between a curry bread made from beef curry filling and Nanbu Senbei, a B-grade gourmet food from the Nanbu Domain .

It has been featured in many media outlets so far, and just recently this curry bread was featured on Nippon Television's "Hirunandesu!", causing a stir.

What kind of bread is "Delicious Beef Curry Bread with Sesame Fragrance"?

Komatsu Seika/Nanbu Senbei no Iwateya located in Ninoheshi, Iwate Prefecture, crushed into small pieces and sprinkled on a batter.

The smallly chopped Nanbu Senbei with black sesame seeds has a crunchy texture due to the fried rice, making it a little different from previous curry breads.

In addition to the beef curry with the filling, curry powder is kneaded into the curry bread dough, and the rich curry flavor matches the fragrant Nanbu senbei and black sesame flavor.

Compared to other curry breads, the curry with the filling is less, but it has a strong beef flavor and is delicious, and the bread itself is smaller in size, making it suitable as a convenient snack or as a snack for beer.

What kind of prize is the "Bento/Side Delicious Award"?

The Bento and Prepared Meal Awards has been held every year since 2012, sponsored by the National Supermarket Association, a general incorporated association, for bento boxes, side dishes, bread, and other items that are made by supermarkets.

The purpose is to increase the cooking level of the Delica department, which is found in every supermarket, and the motivation of the staff, and in recent years it has been featured on television and other media, leading to increased sales.

The examination will be evaluated based on the following seven items:

• Delicious (sampling is only for final examination)
• Theme or concept
• Commitment to raw materials
• We focus on cooking methods, seasoning, and work efficiency
• Appearance preference
• Originality
• Value for money

The 14th Bento and Side Dishes Awards 2025 received 15,256 entries nationwide, and "Delicious Beef Curry Bread with Saucer Fragrance" was selected as the grand prize in Bread category (1,554 results)

Who is Bel Joyce, who created "Beef curry bread with delicious zaku! Sesame scent"?

Bel Joyce is a supermarket chain with its head office in Morioka City and operates in Iwate and Aomori prefectures, and is a member of the CGC Group as a subsidiary of the Arks Group.

The breads sold in the bakery section are made at the Bell Joyce Specialty Process Center, a member-only supermarket in Haba, western Morioka City, in the Bel Joyce Specialty Processing Center.

the group's Joyce , Big House , and Super Arks, the following stores have a bakery corner where you can buy "Delicious Beef Curry Bread with Sesame Fragrance."

• Joyce: Hachinohe Ishido store (Aomori prefecture), Morioka Tsukigaoka store, Morioka Midorigaoka store, Honmachi store, Touannii store, Kamaishi store, Kitakami Oniyanagi store, Kitakami Apia store, Ryugababa store, Sanseki store
• Big House: Suko store, Ice Arena store
• Super Arks: Ninohe store, Aoyama store, Morioka Nishi Bypass store, Yahaba store, Hanamaki Takagi store, Kitakami store

Nanbu Senbei, a beef curry bread with delicious zaku! Sesame scent, was born in Ninohe.

The Nanbu Senbei, which is covered in the surface, is a rice cracker full of black sesame, made at Komatsu Seika/Nanbu Senbei No Iwateya

the Komatsu Senbei Shop which was opened in Ninohe City by the late founder Komatsu Shiki in April 1948 , and the current president is the fourth generation.

In addition to the classic Nanbu senbei, it also sells "Choco Nanbu," a dish made from crushed Nanbu senbei wrapped in chocolate and chilled and solidified, making it a popular snack among Iwate souvenirs.

These Iwateya products are sold at department stores and supermarkets in Iwate and Aomori prefectures, as well as souvenir shops such as stations and roadside stations, and can be purchased by mail order from the official website below.

Nanbu Senbei No Iwateya <Information>

• Facility name: Nanbu Senbeino Iwateya Main store
• Location: 41-1 Ishikirisho Maeda, Ninohe City, Iwate Prefecture
• Phone number: 0195-23-2209
• Business hours: 9:00-17:00
• Closed: Saturdays, Sundays
• URL: Nanbu Senbeino Iwateya Official Website

Google Map　

Bel Joyce has another bread made with Nanbu Senbei.

It is a bread with peanut butter that is called " The Grain Peanut I Met Nanbu Senbei," and is sold in stores alongside the beef curry bread with delicious sesame flavor.

On top of the fluffy koppepan, small crushed black sesame Nanbu senbei and peanut toppings are placed.

The peanut buttery bread is also packed with plenty of this topping, with the less-sweet peanut butter that enhances the sesame and peanut flavor.

In addition, some of the Bell Joyce Group stores, which have a bakery section, may not be selling this bread, so it's a good idea to check before you go and buy it.

Bel Joyce Group <Information>

• Facility name: Bel Joyce Headquarters
• Location: 2-1-30 Higashianniwa, Morioka City, Iwate Prefecture
• Phone number: 019-623-6100
• URL: Bel Joyce Official Website

Google Map　

summary

Recently, there are many bakery specialty shops that bake delicious bread, but Bel Joyce's bakeries are well received, as they are said to have many delicious breads that are no less than those specialty shops.

Visit a store with a Bel Joyce Group's bakery section and give them a delicious beef curry bread (please enjoy it).