"Baton d'or" means "golden stick" in French. Naming any product in French instantly improves its cache. Instead of being a repackaged Pocky stick, with it's snappy name and Japanese pop cultural tones, it's a sophisticated pastry. The package designs make me think about diet foods with their attempts to emulate a slender, curvy feminine figure, but that is not what is on the minds of the folks at Glico. The thing that makes this stick "golden" is butter, lots and lots of butter. With that fact, it seems unlikely that this will do much to trim the waistline.
This brand has actually been around since around the middle of last year, but is being beefed up with new flavors and stripped of its chocolate coating. The pedestrian flavors (milk, white, strawberry, green tea, coffee) above are being supplanted at a grand release at Hankyu department store with butter sugar, cinnamon sugar, maple sugar, strawberry sugar, and green tea sugar. Though it may seem that sugar is the big deal with these high class pretzel sticks, the real selling point is that they are dipped in clarified butter after they're baked (and then dipped in sugar). If I were still in Japan, I would totally want to buy one of these, especially the cinnamon one since cinnamon snacks are relatively rare there, but Hankyu department store is in Osaka and that's a long way to go for a designer pretzel. It would take a magic stick made of real gold to get me to fork over the price of a Shinkansen ticket (over $100).
These will be available from June 12, 2013. I'm guessing that distribution will expand beyond Osaka eventually, but that information isn't clearly provided at this time.
