The one in the picture came from Toraya who have been making confectionery since the sixteenth century. They make a variety of flavours. In my box were Night Plum, Fresh Greenery, Honey, Black tea and Omokage (shown in the picture) which is hard to translate but means something like reminiscence. It is flavoured with black sugar which has been used in Japanese sweets since the Edo era.
It is supposed to inspire you to recall past days like a Japanese madeleine.