Expanding the core sauce business and broadening business domains

「In our domestic strategy, we position the foodservice category as a growth area, while in our overseas strategy we position the export category as a growth area. We are conducting sales activities that capitalize on the strengths of the brands of each Group company to achieve the plan for the consolidated fiscal year under review toward realizing the long-term vision.」

「Business areas: In addition to expanding the sauce business into sauces and dressings, the company will explore opportunities in businesses that leverage raw materials such as spices and vinegar, as well as in restaurants and other food-service establishments.」

「In fiscal 2026, toward realizing the Bull-Dog Group long-term vision “BGI2032,” we will pursue the following initiatives based on the progress of the 3 basic strategic themes: domestic, overseas, and VC.」

「Under its domestic strategy, the company is advancing sales activities by region in eastern and western Japan, leveraging the strengths of the brands of each group company, while promoting the development of food-service sales channels. Under its overseas strategy, the company is strengthening approaches to local mass retailers, particularly in North America, and continuing to develop new sales channels. Under its VC strategy, the company is advancing measures for growth and activities aimed at realizing a sustainable value chain.」

「② Overseas strategy: Establish an overseas expansion model with a long-term perspective. The company will undertake initiatives to establish an overseas expansion model with a long-term perspective. To realize a business model that meets consumer needs in Asia, particularly Vietnam, which is being considered as a target market, the company will accelerate local research and the search for alliance partners while developing specific business scenarios.」

「Against this backdrop, our group is advancing the execution of 3 themes—domestic strategy, overseas strategy, and VC (value-chain) strategy—as the new growth strategy under the 11th Medium-Term Management Plan, "B-Challenge2025,"」

「In the first year of the 11th Medium-Term Management Plan, “B-Challenge2025,” the Group set out the following three basic strategic themes and worked to review and transform its organization in anticipation of new growth.」

「① Domestic strategy: Establish a leading position in the domestic market ② Overseas strategy: Establish an overseas expansion model with a long-term perspective ③ VC strategy: Transform management to achieve sustainable growth」

「In September 2022, BULL-DOG SAUCE CO.,LTD. celebrated its 120th anniversary. In the final year of the 10th Medium-Term Management Plan, “B-UP120” (fiscal 2020 to fiscal 2022), which aimed to maximize group strength and employee capabilities in order to strengthen the Group for its next stage of overseas expansion and business-domain expansion, the Company worked to achieve: ① Brush Up of its capital and financial strategy (energizing the circulation of funds), ② Brush Up of its production system (major investment to improve productivity), and ③ Brush Up of marketing (taking on untapped and underdeveloped areas).」

「From the first quarter of the current fiscal year, Fuliudeke Food (Shanghai) Co., Ltd. has been included in the scope of consolidation because its importance to the group increased.」

「From the cumulative consolidated period of the first quarter, we newly included the local Chinese company Fuliudeke Food (Shanghai) Co., Ltd. as a consolidated subsidiary. We will continue working to expand the Chinese market and promote the penetration of sauce culture.」

「Under the "& Bull-Dog" brand, the company began nationwide sales of 2 new consumer products: "Plentiful Toppings Yakiniku Sauce, Chopped Garlic and Soy Sauce 240g" and "Plentiful Toppings Yakiniku Sauce, Authentic Gochujang Miso 240g,"」

「BULL-DOG SAUCE CO.,LTD. launched a Hiroshima Okonomiyaki Ingredient Set using Mitsuwa Okonomiyaki Sauce from its subsidiary Sun Foods Co., Ltd., and also worked to strengthen synergies within the group.」

「To prepare the group for a new stage of overseas expansion and business-area expansion on the occasion of its 120th anniversary in 2022, our group formulated the 10th Medium-Term Management Plan, "B-UP120" (fiscal 2020 to fiscal 2022), and is working to maximize group capabilities and employee capabilities by setting, among other initiatives, ③ Marketing Brush Up (challenges in undeveloped and under-served areas).」

「Effective 7 October 2019, the company acquired all shares of Sun Foods Co., Ltd. (Minami-ku, Hiroshima City, Hiroshima Prefecture), making it a subsidiary. The purpose was to add the new brands Mitsuwa Sauce and Higashimaru Sauce and support the food cultures of the 3 regions of Tokyo, Osaka and Hiroshima.」

「For household products, we worked to enhance the value of our core sauces and expand sales of existing products, while airing television commercials for the new "&Bull-Dog" brand and continuing in-store sampling and menu proposals for "&Bull-Dog" products at mass retailers to raise awareness.」

「In addition to the "Dressing Sauce," "Non-Oil Dressing Sauce" and "Pour-Over Sauce" series under the new "& Bull-Dog" brand launched in February this year, the company newly released 2 products in August under the "Yakiniku Rice Bowl Sauce" series: "Red Wine and Fruit Yakiniku Rice Bowl Sauce 230g" and "Mushroom and Soybean-Miso Yakiniku Rice Bowl Sauce 235g."」

「In Bulldog Sauce's sales activities, the company steadily promoted sales promotion activities, including in-store tasting events, to increase the value of its core sauce products and build awareness of the sauces and dressings under the new "& Bull-Dog" brand launched in February.」

「To address the challenges of "expanding its core sauce business" and "expanding its business areas," the group has taken a new step forward.」

「Here, the company has identified "expansion of its core sauce business" and "expansion into new business areas" as priority challenges, and has begun strengthening product development capabilities, promoting work-style reform, and expanding production facilities at its Tatebayashi Plant.」

「The company formulated a 3-year medium-term management plan beginning in fiscal 2017, under which the group set the goal of becoming "a company that supports the happiness and health of people through the natural goodness and deliciousness of food" and undertook the challenges of "expanding its core sauce business" and "expanding its business areas,"」