Premium Ingredient Partnership Drives Limited-Edition Product Launch Oishii, the indoor smart farming company behind Japanese-varietal strawberries, is collaborating with I'm donut ? times square on a limited-edition summer donut collection featuring Koyo Berries. The offerings will be available from May 29th through August 31st, representing a strategic co-branded product launch in the premium dessert segment.

The collection includes two new donuts priced at $10.98 and $11.98, plus a bundled box option at $21.98—pricing that reflects the premium positioning of both the ingredient sourcing and craft production methods.

Product Line and Merchandising Strategy The Oishii Strawberry Custard ($10.98) pairs fresh Koyo Berries with the shop's classic custard cream inside a nama donut, topped with a whole berry. The Oishii Matcha Strawberry Cream ($11.98) combines Koyo Berries and housemade Koyo Berry yogurt cream within a matcha nama donut. An Oishii Box ($21.98) includes one of each flavor along with an exclusive collaborative sticker—a bundling and merchandising approach designed to drive basket size and brand affinity.

Nama donuts—soft, fresh pastries that melt in the mouth—have become the signature offering since I'm donut ? opened its first U.S. location in Times Square in April 2025, attracting consistent customer lines and establishing a foundation for limited-edition product extensions.

Brand Alignment and Supply Chain Innovation

Both brands emphasize Japanese craftsmanship and innovation, positioning ingredient provenance as a core brand value. Chef Ryouta Hirako, I'm donut ?'s founder, said: "I'm donut ? and Oishii are both deeply inspired by Japanese craftsmanship and committed to pushing boundaries in our respective categories. The Koyo Berry's flavor and freshness made it an exciting ingredient to work with, and the innovation behind it closely mirrors our own approach to reimagining what a donut can be."

Hiroki Koga, Oishii's founder and CEO, added: "At Oishii, we're always looking for partners who share our dedication to craftsmanship, innovation, and creating truly memorable food experiences. As a longtime fan of I'm donut ?, this collaboration felt especially meaningful because both brands are rooted in a distinctly Japanese approach to food — one that values precision, flavor, and deep attention to detail. Seeing our Koyo Berries so thoughtfully incorporated into these nama donuts has been an incredibly exciting and delicious journey."

This partnership exemplifies how CPG brands and specialty food operators are leveraging ingredient transparency and farm-to-table sourcing as differentiation drivers in the premium segment.

Distribution and Market Impact I'm donut ? times square is located at 154 West 45th Street (between Sixth and Seventh Avenues) in New York City.

For CPG brands and retailers, this collaboration underscores growing consumer demand for premium, transparently sourced ingredients in even quick-service categories. Limited-edition co-branded product launches—particularly those emphasizing supply chain innovation and craft production—continue to command premium pricing and drive foot traffic in high-visibility retail locations. The merchandising approach, including exclusive bundled offerings and collaborative packaging, reflects sophisticated strategies for maximizing attachment rates and building brand equity around ingredient partnerships.

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Written by FBM Publications Editors