During the hot summers Futami is a place we often went to in the weekends. It's the best beach near Matsuyama, and it's about 30 minutes from Matsuyama by car.
When passing through Futami, it is almost compulsory for me to stop here and pick up some jakoten.
Jakoten is a speciality of Ehime, and is basically small fish caught in coastal waters, ground to a paste, including the bones and skin, formed into oval shapes, and deep-fried.
Very tasty indeed, and one will set you back a mere 115 yen at this stall. Recommended.