Sasaraya was founded at Nanto City, Toyama Prefecture in 1918. They manufacture and sell rice crackers, hail, okaki rice crackers and gifts using 100% Toyama rice and carefully selected domestic ingredients with appreciating the traditional old-style manufacturing method. The most popular "Shiroebi Senbei" is loved by both men and women.
They do not have halal certified products, but sell no-pork products that do not contain pigs in the ingredients and no-alcohol products that do not use mirin or sake. Limited editions such as kinetsuki mochi is also popular.