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French-Asian bakery café franchise TOUS les JOURS has introduced a limited-edition seasonal bakery collection featuring premium Shine Muscat grapes, piloting the fruit across five corporate locations in California and New York.
Available from 29 October through 25 November 2026, the seasonal menu introduces three handcrafted pastry formats that integrate the seedless, floral table grape into the brand’s core viennoiserie, cake, and laminated dough programmes. The pilot highlights the bakery operator's strategy of commercialising specialised East Asian agricultural ingredients within western bakery formats, using short-run limited-time offerings (LTOs) to test consumer appetite ahead of potential franchise-wide deployments.
To support transaction size and encourage immediate customer trial, the launch includes a promotional value mechanic: guests who spend $15 or more, including at least one Shine Muscat item, receive a complimentary fresh Shine Muscat fruit cup carrying an approximate retail value of $5 while promotional inventory lasts.
"Our Korean heritage continues to inspire the flavours and ingredients we bring to our guests," said Max Gallegos, Chief Marketing Officer of TOUS les JOURS. "With this seasonal collection, we're highlighting Shine Muscat grapes, a beloved Korean fruit, in three bakery creations that bring something new to familiar favourites. It's another way to share the flavours and traditions that inspire our menu while giving guests something special to look forward to this season."
Product and Flavour Formulation
Known for their high Brix sweetness, firm skin, gelatinous pulp, and distinct floral aroma, Shine Muscat grapes hold significant gifting and culinary equity in South Korea and wider East Asian produce markets.
The limited-time collection pairs the fresh fruit across three distinct bakery platforms:
🎂 Shine Muscat Paradise Cake (Petite): A small-format layered sponge cake featuring juicy Shine Muscat grapes, tart strawberry slices, and the chain’s proprietary, aerated Cloud Cream.
🥐 Shine Muscat Yogurt Croissant: A laminated, buttery croissant filled with whole Shine Muscat grapes and a tart, cultured yogurt cream to provide balanced dairy acidity.
🥮 Shine Muscat Vanilla Danish: A crisp, flaky square Danish pastry base crowned with Shine Muscat grapes and Vanilla Cloud Cream infused with real vanilla bean specks.
By utilising fresh, whole fruit in cold-assembled bakery formats rather than cooked compotes or high-sugar fruit jams, the recipes maintain the crisp bite, delicate acidity, and visual clarity of the fresh fruit.
Premium Produce in QSR and Bakery
The deployment of Shine Muscat grapes reflects expanding adoption of regional and luxury produce varietals across retail bakery displays.
While conventional supermarket bakeries rely heavily on domestic red or green seedless table grapes, luxury varietals—such as Japanese and Korean Shine Muscat or Cotton Candy cultivars—carry established recognition among Asian-American consumers and younger demographics seeking culinary discovery. Incorporating premium agricultural components into portioned pastries and petite cakes enables café operators to establish premium price realisation, creating visual points of difference within ambient and chilled bakery display cases.
Furthermore, deploying the line as a short, multi-week seasonal test run limits operational supply chain risk. Premium table grapes command high procurement costs and require strict cold-chain handling to prevent bruising and skin degradation, making a tightly controlled corporate-store pilot an effective vehicle for validating gross margins and back-of-house assembly velocity.
Phased Testing Footprint
The collection is being merchandised exclusively across five company-owned flagship locations in key metropolitan retail markets:
California Locations: Brea, La Habra, and Cerritos.
New York Locations: Union Street (Flushing) and Madison Square Park (Manhattan).
The concentrated footprint allows the CJ Foodville subsidiary to evaluate product performance, waste management, and counter turns within its highest-volume company stores before assessing commercial scaling for its broader franchised footprint across North America.
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