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

Have you heard of Beljoys Group's " Crispy! Sesame-scented Beef Curry Bread,

This curry bread has a completely new texture and was created by combining a curry bread filled with beef curry with Nanbu Senbei

This curry bread has been featured in many media outlets, and just recently it was featured on the Nippon Television network's "Hirunandesu!", where it has become a hot topic

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What kind of bread is "Crunchy! Sesame-scented Beef Curry Bread"?

This curry bread is made by crushing black sesame Nanbu rice crackers from Komatsu Seika/Nanbu Senbei no Iwateya in Ninohe City, Iwate Prefecture,

The Nanbu rice crackers, which contain finely chopped black sesame seeds, are fried to give them an even crunchy texture, making them a little different from other curry breads

In addition to the beef curry filling, curry powder is also kneaded into the curry bread dough, and the rich curry flavor is perfectly matched with the fragrant flavors of Nanbu rice crackers and black sesame

Compared to other curry breads, the filling is less curry, but the beef flavor is strong and delicious, and the bread itself is small, making it suitable as a quick snack or as a side dish to go with beer

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What is the "Lunch Box and Side Dish Grand Prize"?

The Bento and Prepared Meal Awards have been held annually since 2012 by the National Supermarket Association, a general incorporated association, and are aimed at the best bento, prepared meals, bread, and other products made by supermarkets

The purpose is said to be to improve the cooking level and motivation of the staff in the deli department, which is found in every supermarket, and in recent years, it has been featured on television and other media, which has led to increased sales

The evaluation will be based on the following seven criteria:

• Taste (tasting is only available for the final judging)
• Theme or Concept
• Careful selection of ingredients
• Attention to cooking methods, seasonings, and work efficiency
• Attention to appearance
• Originality
• Affordability

The 14th annual " Lunch Box and Side Dish Awards 2025 " received 15,256 entries from across the country, with "Crunchy! Sesame-scented Beef Curry Bread" winning the Grand Prize in Bread Category (1,554 entries)

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Who is Beljoyce, the creator of "Crisply Delicious! Sesame-Scented Beef Curry Bread"?

Beljoys is a supermarket chain headquartered in Morioka City and operating in Iwate and Aomori prefectures. It is a subsidiary of the Arcs Group and is a member of the CGC Group

The breads sold in the bakery corner are made at the Beljoys Prepared Food Processing Center, located in the group's membership-based supermarket, Big Pro, in Haba, west of Morioka City

the group's Joyce , Big House , and Super Arcs , the following stores have a bakery corner where you can buy the "Delicious! Sesame-scented Beef Curry Bread."

• Joyce: Hachinohe Ishido store (Aomori Prefecture), Morioka Tsukigaoka store, Morioka Midorigaoka store, Honmachi store, Higashianiwa store, Kamaishi store, Kitakami Oniyanagi store, Kitakami Apia store, Ryugababa store, Sankan store
• Big House: Sugo store, Ice Arena store
• Super Arcs: Ninohe store, Aoyama store, Morioka Nishi Bypass store, Yahaba store, Hanamaki Takagi store, Kitakami store

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The Nanbu rice crackers used in the "Crisp Delicious! Sesame-Fragrant Beef Curry Bread" are from Ninohe

The Nanbu Senbei rice crackers sprinkled on the surface are rice crackers filled with black sesame and made by Komatsu Seika/Nanbu Senbei No Iwateya

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

In addition to the classic Nanbu Senbei, they also sell "Chocolate Nanbu," which is crushed Nanbu Senbei wrapped in chocolate and chilled to harden, and is a very popular souvenir from Iwate

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

Nanbu Senbei Iwateya ＜Information＞

• Facility name: Nanbu Senbei-no Iwateya Main Store
• Address: 41-1 Ishikirisho Maeda, Ninohe City, Iwate Prefecture
• Phone number: 0195-23-2209
• Business hours: 9:00-17:00
• Closed: Saturdays and Sundays
• URL: Nanbu Senbei Iwateya Official Website

Google Map　

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Beljoys also has another bread that uses Nanbu Senbei

The bread is called " Peanuts meet Nanbu Senbei rice crackers " and is a peanut butter bun that is sold in stores alongside "Crunchy and delicious! Sesame-scented beef curry bread."

The fluffy koppepan is topped with small pieces of crushed black sesame rice crackers and peanuts

This topping is generously spread on bread spread with peanut butter, and the lightly sweet peanut butter brings out the flavor of sesame and peanuts

Please note that this bread may not be sold at some Beljoys Group stores that have a bakery corner, so it is a good idea to check before going to buy it

Beljoyce Group <Information>

• Facility name: Beljoyce Headquarters
• Address: 2-1-30 Higashianiwa, Morioka City, Iwate Prefecture
• Phone number: 019-623-6100
• URL: Beljoyce official website

Google Map　

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summary

These days, there are many specialty bakeries that bake delicious bread, but Beljoys Bakery is highly rated for its bread that is just as delicious, if not better, than those specialty bakeries

Visit any Beljoys Group store that has a bakery corner and we'll give you our "Crispy! Sesame-scented Beef Curry Bread" (please enjoy)

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