Development of Snacks Offering New Value and New Categories

「As a new product, the “Koikeya Farm” brand aims to create the ultimate potato chips using the Company’s own branded potatoes, selected from varieties around the world suited to Japan’s climate and grown in Japan’s terroir. Through the Koikeya online shop, we launched limited quantities of “Koikeya Farm Bonnot Lorraine Rock Salt” and “Koikeya Farm Bonnot Oyster Confit,” made with Bonnot, a variety regarded as being among the world’s finest. We also launched “Nama-Chee,” a new cheese snack brand responding to premium consumption, in which consumers pay for the added value they personally appreciate.」

「We also continue to pursue the creation of new markets. As consumers increasingly pay for added value, we view “reward demand” as having emerged as a need in the snack category, and launched the new “Nama-Chee” brand under the theme of “a reward pie that can be eaten easily like a snack.”」

「In our product strategy, we are building a product portfolio to accelerate our higher-value-added strategy. In “Koikeya Pride Potato,” in addition to launching new products in the “Koikeya Pride Potato: Japanese Mastery” series, which highlights Japanese quality through the use of specialty products from regions across Japan, we launched “Koikeya Pride Potato GOLD STYLE No Salt Added Shrimp,” a satisfying product with no added salt, to expand the user base. For “Pure Potato,” which emphasizes the umami of thick-cut ingredients, we carried out a renewal to improve the heaviness characteristic of thick-cut products, and also invested in TV advertising featuring a popular actor, seeking to expand awareness and sales.」

「As a new product offering the value of “a snack that pursues a perfect balance of nutrition and taste,” the “Kanzen Meshi” series, jointly developed with NISSIN FOODS HOLDINGS CO.,LTD., launched its first snack product, “Kanzen Meshi Karamucho Hot Chili Flavor.” We also launched the “Lunch Pie” brand, a savory pie with a dish-like flavor, as “a new food choice” that can be eaten easily like a snack in response to demand for split meals.」

「In our product strategy, we expanded the lineup of large-bag products such as “Large Size,” “Reward Size,” and “Itsudemo Chack” to pursue sales expansion during the peak demand period around the year-end and New Year holidays. We also pursued sales expansion of higher-value-added products such as “Pure Potato,” which has performed well since its renewal, through new products and concentrated advertising investment. In addition, we are working to develop products based on new concepts to create a new snack market, including “Kanzen Meshi Karamucho Hot Chili Flavor,” which was launched ahead of schedule at convenience stores.」

「In our product strategy, we developed a broad lineup of large-bag products, including “Large Size,” “Reward Size,” and “Itsudemo Chack,” to meet growing demand for large bags. We also pursued sales expansion in our higher-value-added product lineup, including “Koikeya Pride Potato,” the renewed “The Gozai of Ingredients,” and “Pure Potato,” through new products and advertising investment. In addition to “Koi Jagaimo,” an individually packaged product expanded from limited-area sales to a nationwide launch, we are also working to develop the next products based on new concepts.」

「In our product strategy, we structured sales around higher-value-added brands, continuously introducing new products under brands including “Koikeya Pride Potato,” “Jagaimo Kokochi (PURE POTATO),” and “Koikeya Strong.” We also continued efforts to create new markets through products based on new concepts, including by expanding “Koi Jagaimo,” an individually packaged product for occasions such as split meals and light snacks, from limited-area sales to a nationwide launch.」

「In “The KOIKEYA” series, we sought to grow the brand by launching new products such as “KOIKEYA The Shrimp” and “KOIKEYA The Shellfish Hamayaki.”」

「Meanwhile, we are continuing to develop products based on new concepts. We continue our efforts to create a new snack market, including by launching “BECORN,” a plant-based product made from a corn dough blended with soy protein and finished to resemble bacon, and “Koi Jagaimo,” individually packaged for occasions such as split meals and light snacks.」

「In our product strategy, while continuing to expand sales of our higher-value-added product lineup, we are also continuing to develop products based on new concepts. In “The KOIKEYA” series, we sought to grow the brand by launching “KOIKEYA The Shrimp,” while also continuing efforts to create a new snack market, including by launching “BECORN,” a plant-based snack.」

「In our product strategy, while continuing to expand sales of our higher-value-added product lineup, we are also continuing to develop products based on new concepts. In “The KOIKEYA” series, we sought to grow the brand by launching “KOIKEYA The Shrimp,” while in the rice-based “Ai o Komete” brand, we launched “Ai o Komete Meat-Rich Mapo,” continuing to introduce products using ingredients different from those used previously.」

「In our product strategy, we launched “KOIKEYA The Nori-shio” and “KOIKEYA The Koji-shio,” products commemorating the 60th anniversary of Koikeya potato chips, nationwide in October 2021. We also renewed “Koikeya Pride Potato” in February 2022 to mark its fifth anniversary, and carried out a major renewal of “Scone” in March 2022 to mark its 35th anniversary, while pursuing sales expansion activities, including advertising investment, centered on highly profitable products.」

「In our product strategy, we launched “KOIKEYA The Nori-shio” and “KOIKEYA The Koji-shio,” products commemorating the 60th anniversary of Koikeya potato chips that had been launched ahead of schedule through convenience stores in September 2021, at supermarkets and other outlets nationwide in October 2021. From October through November, we also launched tasting products featuring different branded potatoes under “Jagaimo Kokochi.”」

「In our product strategy, we launched “KOIKEYA The Nori-shio” and “KOIKEYA The Koji-shio” in September 2021 to commemorate the 60th anniversary of Koikeya potato chips. Sales have continued to perform well.」

「In particular, as part of our product policy, we continue to pursue the creation of new markets, including by relaunching “Tsumina-ki Karaage” and “Hash Brown Potato” in the “SMART PACK” product lineup for the “With COVID-19” era, and beginning operations at Kanto Plant No. 3, a production base for these products made with new ingredients.」

「In our product strategy, we actively pursued product initiatives toward year-end, including renewing the packaging of the “Mucho” brand to modernize it and attract new customer segments, launching products made with branded potatoes under the “Jagaimo Kokochi” brand, and expanding the “Itsudemo Chack” series, which uses resealable packaging to make large bags more accessible to purchase.」

「In our product strategy, we continuously launched initiatives to further raise awareness of our higher-value-added product lineup, including collaboration products with well-known animation properties for “Koikeya Pride Potato” and new TV commercials for “Jagaimo Kokochi.”」

「In new product development, “Tsumina-ki Karaage” and “HASHED POTATO,” both initially sold exclusively through convenience stores, performed well, and we are gradually expanding their rollout nationwide.」

「In terms of products, we launched three 100g products in the “PURE POTATO Jagaimo Kokochi” series in January 2020: “Jagaimo Kokochi: Okhotsk Salt and Rock Salt Blend,” “Jagaimo Kokochi: Furano Fresh Milk Butter,” and “Jagaimo Kokochi: Ariake Sea’s Bounty, Roasted Seaweed.” In February 2020, we launched “Jagaimo Kokochi: First-Pressed Sesame Oil and Rock Salt” under the same brand, further stimulating the thick-cut potato chip market. We also carried out a major renewal of the “KOIKEYA PRIDE POTATO” series in February 2020, which had pioneered the Company’s higher-value-added product strategy. We sought to maximize sales through TV advertising while establishing the brand and acquiring new users.」

「In the “PURE POTATO” series, which emphasizes the texture of thick-cut ingredients based on the desire to let consumers enjoy the natural flavor of potatoes, we launched three tasting products in November 2019 using branded potatoes cultivated by three Hokkaido agricultural cooperatives: “Jagaimo Kokochi: Salt and Scallop Umami (Snow March),” “Jagaimo Kokochi: Salt and Hokkaido Butter (Hikaru),” and “Jagaimo Kokochi: Salt and Vegetable Flavors (Kitakamui). We sought to further stimulate both the brand and the thick-cut potato chip market.」

「The “Mucho” brand, positioned as an original and distinctive brand that drives the spicy snack market, marked its 35th anniversary. To mark the occasion, we sought to reignite brand growth and stimulate the market, launching “Sea Mucho Rich Seafood,” packed with concentrated seafood umami, in August 2019. In addition, “PURE POTATO Jagaimo Kokochi,” a thick-cut product emphasizing the texture of the ingredients and developed from the desire to let consumers enjoy the natural flavor of potatoes, has continued to receive favorable reviews since its launch. In September 2019, we launched “PURE POTATO Jagaimo no Yoin,” cut into strips as a sister product to “PURE POTATO Jagaimo Kokochi,” and also carried out TV advertising. As a new product for creating a new market, we launched “Tsumina-ki Karaage,” a fried-chicken-style snack made with soy protein, in selected areas in September 2019.」

「For the limited-time product “PURE POTATO Jagaimo Kokochi,” we stabilized quality and made it available year-round.」

「As part of efforts to enhance the value of potato chips, we sought to expand the market by increasing the contents of “KOIKEYA PRIDE POTATO,” renewed in October 2018, in February 2019. In March, we also launched three new products in the “KOIKEYA PRIDE POTATO” authentic ingredients series, which combines the umami of premium ingredients with a cooked taste for a richer eating experience: “KOIKEYA PRIDE POTATO Tairyo: Shrimp Festival,” “KOIKEYA PRIDE POTATO Hojun: Layered Tea Salt,” and “KOIKEYA PRIDE POTATO Gokai: Japanese Black Beef.” We worked to strengthen the brand.」

「As part of its efforts to enhance the value of potato chips, the “JAGAIMO COCHE” brand, which allows consumers to enjoy the natural flavor of potatoes, continued to perform well after its launch in September 2018. In October, the company revamped the “KOIKEYA PRIDE POTATO” brand, refreshing its flavor and package design under the “no additives” concept and strengthening the brand and expanding sales through advertising. It also launched “KOIKEYA PRIDE POTATO Phantom Imakane Danshaku, Hokkaido Salt,” using the renowned “Imakane Danshaku” potatoes from Imakane, Hokkaido, in October, and “KOIKEYA PRIDE POTATO Kanazawa Gold Leaf Salt,” using traditional Kanazawa gold leaf and seaweed salt from Awajishima, in December, actively promoting market expansion for high-value-added products.」

「In a market where potato chips were becoming commoditized due to price competition, the company sought to enhance their value and launched the thick-cut, highly satisfying “JAGAIMO COCHE” brand in September 2018 under the concept of “enjoying the deliciousness of potatoes even more.” The brand was well received.」

「As a measure for the second half of the fiscal year, the flagship “KOIKEYA PRIDE POTATO” brand, created as part of the premium-line strategy, held a media presentation in January 2018 and launched the “KOIKE-YA JAPAN PRIDE Project,” among other initiatives to enhance brand value. In February, the company relaunched “KOIKEYA PRIDE POTATO Rich Nori Salt,” “KOIKEYA PRIDE POTATO Authentic Lightly Salted” and “KOIKEYA PRIDE POTATO Imperial Consomme,” and increased the contents by 10% for a limited period to expand sales.」

「For the carefully crafted premium-line “KOIKEYA PRIDE POTATO” brand, the company relaunched 3 products, including “KOIKEYA PRIDE POTATO Rich Nori Salt,” made generously with 3 types of seaweed, “KOIKEYA PRIDE POTATO Authentic Lightly Salted” and “KOIKEYA PRIDE POTATO Imperial Consomme.” It also increased the contents by 10% for a limited period to expand sales.」

「For the carefully crafted premium-line “KOIKEYA PRIDE POTATO” brand, the company launched the top-tier “KOIKEYA PRIDE POTATO Imakane Danshaku, Phantom Potato and Okhotsk Salt,” made exclusively with 100% new-season “Imakane Danshaku” potatoes from Imakane, Hokkaido, in a limited quantity. It also launched “KOIKEYA PRIDE POTATO Imperial Consomme,” inspired by the flavor of a top-grade consommé soup, and the new product “KOIKEYA PRIDE POTATO Lightly Salted,” made without any umami seasoning or flavoring to highlight the potato’s natural character. The company worked to expand sales and strengthen the brand.」

「In addition to the first premium-line brand, “KOIKEYA PRIDE POTATO,” made with carefully selected ingredients and production methods, the company launched “SUGOON,” an upgraded version of the “Scone” brand with an enhanced focus on ingredients, in July 2017 as the second offering. It worked to expand sales and strengthen the brands, including by launching new TV commercials for each. For the “Mucho” brand, promoted as an original and distinctive brand, the company conducted marketing, development and sales activities for the advance launch through convenience stores in September 2017 of “Karamu-cho” and “Suppa-mu-cho,” products that maximize umami through spiciness and sourness.」

「As the second launch, the company conducted marketing, development and sales activities to launch “SUGOON,” an upgraded version of the carefully crafted ingredient concept of the long-selling “Scone” brand, originally launched in 1987, in July 2017.」

「In the snack business, the company sought to shift toward high-value-added products symbolizing the “new KOIKE-YA” and launched new products under 3 brands. As the first launch, 3 “KOIKEYA PRIDE POTATO” products made with carefully selected ingredients and production methods were launched in February, but sales substantially exceeded the initial plan, making it impossible to secure sufficient supply. As a result, sales of 2 products, excluding “KOIKEYA PRIDE POTATO Secret Rich Nori Salt,” were temporarily suspended.」

「During the six-month period ended February 2017, the snack business worked on developing products with a new concept, decided to launch the new brand “KOIKEYA PRIDE POTATO” in February 2017, and held a launch presentation.」

「While continuing to strengthen “Karamucho” and “Suppamucho,” the company launched “Wasamucho,” themed around wasabi, as a new core brand.」

「In the domestic market, the company will develop snacks offering new value while seeking to expand the overseas business.」