Capsinoids are a group of low-pungent capsaicinoid analogs produced in Capsicum fruits. Their bioactivities are similar to those of capsaicinoids, such as the suppression of fat accumulation and antioxidant activity. Capsinoids have low pungency and thus are more easily used as food ingredients than capsaicinoids. Capsinoids are, however, unstable in water and upon heating, and their content decreases during fruit maturation. Therefore, capsinoid-containing fruits should be consumed raw and before maturation. Previous genetic study showed that capsinoid biosynthesis is controlled by two genes, p-AMT and Pun1, designated as A and B, respectively. It is expected that aaBB and aaBb represent low-pungent plants containing capsinoids. In this study, DNA markers of p-AMT and Pun1 were used in an attempt to develop a new fresh cultivar containing capsinoids in a cross-breeding program. The genotypes of each progeny derived from the cross of 'Murasaki' (AAbb). ×. 'CH-19 Sweet' (aaBB) were determined using the DNA markers. Specifically, p-AMT genotypes were determined using a dCAPS marker and Pun1 genotypes using a SCAR marker. From the results of genotyping, aaBB or aaBb plants were selected and developed as a new cultivar, 'Maru Salad'. The capsinoid content of fruits of 'Maru Salad' at harvest was approximately 700. μg/gDW. Fruits of 'Maru Salad' are larger than those of 'CH-19 Sweet' and are suitable to be consumed raw. © 2013 Elsevier B.V.