“NewDays” is a convenience store chain operated mainly inside train stations by the JR East Group. In fact, it has a very extensive lineup of original products, including bread, sweets, and beverages. New cheesecake products are also released regularly, so as a cheesecake enthusiast, I make a point of checking them out. This time, I bought the “Smooth and Creamy Cheesecake”, which is sold exclusively at NewDays.
This cheesecake is part of “NewTAS,” NewDays’ private-label brand. It costs ¥298 including tax, just under the ¥300 mark. The size is roughly enough for three bites, so it is by no means particularly large. It contains 219 kcal.
A Baked Cheesecake with an Almost White Color
Let’s take a look inside. It is an oval-shaped cheesecake served in a plastic tray.
Its pure white appearance makes it look like a no-bake cheesecake, but based on its flavor, texture, and list of ingredients, it is definitely a baked cheesecake. It appears to achieve this almost-white color by being baked slowly at a low temperature for an extended period.
You cannot tell from the surface, but there is also a cookie crust on the bottom. It is made by spreading finely crushed cookies across the base and firming them into a crust.
A Product That Has Been Released Before, with Changes to the Price and Package Design
This “Smooth and Creamy Cheesecake” seems to be something of a semi-regular dessert at NewDays and is released periodically. The first time I tried it was in February 2024. At that time, it cost ¥216 including tax, which means there is an ¥82 price difference compared with the one I bought this time. With the prices of just about everything continuing to rise these days, it is clear that cheesecakes have not escaped the impact of inflation either.
There has also been a major change in the package design. When I bought it in February 2024, the package had a white base with gold accents, while the font had a more formal, traditional Japanese-style appearance. Overall, the design gave an elegant and somewhat luxurious impression. By contrast, the latest version uses orange-toned colors and a Gothic-style font, giving it a much more playful and cheerful look.
This kind of shift in package design, from an elegant style to a more playful one, has also been seen with sweets at 7-Eleven. Lawson and FamilyMart have traditionally used more playful designs, so it is possible that this style is gradually becoming the mainstream look across Japanese convenience stores.
My Thoughts After Tasting It
So, here are my thoughts after tasting it. As soon as you put it in your mouth, a rich, sticky texture spreads across your tongue, then quickly melts into your mouth and transforms into a smooth, creamy consistency. Next, you notice the cookie crust at the bottom as it meets your teeth. However, it has absorbed some of the moisture and fat from the cheesecake, giving it a soft, crumbly texture. It is not crunchy, but it adds a nice variation to the overall texture.
As for the flavor, a creamy taste gently spreads through your mouth as you chew, followed by a refreshing lemon tartness that seems to slip right through it. The flavor has a satisfying depth, allowing you to enjoy its richness. At the same time, it has a refreshing quality that leaves a clean finish. It is a high-quality cheesecake with a wonderfully rich, creamy texture and plenty of depth.
NewDays has many other original sweets as well. If there is a store within your usual neighborhood or commute, I definitely recommend checking it out.
Product Information
- Store: NewDays
- Price: ¥298
- Calories: 219 kcal
