Morinaga is trying to branch expand the dessert market. Specifically, it is trying to get more men interested in desserts by introducing a "men's sweets club" and a pudding aimed at men. These puddings were developed in collaboration with Dime Magazine (a popular marketing trends magazine) and Nifty (a larger Japanese internet provider and retailer). Offered in maple and salty caramel flavors, it seems heavier and less sweet than typical Japanese puddings.
