Photo/Illutration A package of Chelsea, sold exclusively in Hokkaido (Provided by Donan Shokuhin)

Despite major confectionery manufacturer Meiji Co. discontinuing it in March 2024, the butterscotch candy Chelsea lives anew as a highly coveted Hokkaido souvenir under Hakodate-based Donan Shokuhin.

The Meiji group company is rushing to increase production after sales exceeded expectations. However, it says the product will be in short supply for some time with limited availability.

In its first life, Chelsea was a hard candy first sold more than 50 years ago in 1971. According to Donan, when the market for hard candy shrank and Meiji decided to halt production, it asked Donan “for a way to at least keep the Chelsea branding alive,” prompting Donan to start developing a “new Chelsea.”

Its acquisition of the long-selling candy continues Donan’s track record of reviving defunct products. It previously took over production of “saikoro kyarameru” (caramel candies packed in dice-shaped boxes) from Meiji in 2016 and rebranded it as a Hokkaido souvenir.

In Chelsea’s case, employees aimed to create a soft texture by blending caramel and chocolate. Since this manufacturing process is completely different from the original, a Donan Shokuhin spokesperson said employees had a difficult time achieving Chelsea’s hallmark butterscotch flavor.

Not only were they able to eventually nail the butterscotch flavor in this chewier reimagining, the candy also incorporates cultured butter and fresh cream produced in Hokkaido.

All their efforts that resulted in “Hokkaido namashokkan Chelsea bata sukocchi aji” (Hokkaido soft and chewy Chelsea butterscotch flavor”) paid off.

When the company began selling the new candy at Hokkaido souvenir shops in September 2024, it became so popular that production could not keep up.

The recommended retail price, including tax, is 864 yen ($5.50) for 90 grams. Donan does not sell it directly or online, and people are still calling in to ask where they can buy the new Chelsea.

With winter well under way and visitors flocking north, some souvenir shops at New Chitose Airport in Hokkaido have posted signs stating sales are limited to “up to three per person” or they are “sold out.”

Although the supply is not abundant, the new Chelsea is available on some days.

“We hope that people will come to Hokkaido, happen upon it and purchase it,” said the Donan Shokuhin spokesperson.