Communicating the value of core products and creating new value for sauces

「We also launched the “Bull-Dog ‘Oshi-Katsu Club’” brand communication initiative to widely promote the appeal of sauces and katsu, and are pursuing activities aimed at building affinity for katsu and sauces.」

「We also launched the “Bull-Dog ‘Oshi-Katsu Club’” brand communication initiative to widely promote the appeal of sauces and katsu, and are pursuing activities aimed at building affinity for katsu and sauces.」

「The World Spicy Sauce products newly launched in February 2026, featuring global flavors—Mala Sauce 240g and Jerk Sauce 235g—and the intensely flavored Strong Sauce products—Demon Hot 200ml and Demon Garlic 200ml—are expanding their distribution beyond supermarkets to new channels such as amusement shops and foodservice establishments.」

「To increase sales of “household sauces,” particularly “Worcester, Chuno, and Tonkatsu Sauces,” we rolled out a nationwide promotion combining in-store and social-media activities, centered on a collaboration campaign with “パンどろぼう,” which is popular across a broad range of age groups, encouraging consumers to enjoy sauce-based menu items.」

「In February 2025, we relaunched Organic Vegetable Sauce 200ml, made with vegetables and fruit certified under the Organic JAS standard, and newly launched Organic Vegetable Sauce Sesame 235g. We also newly launched Black Vinegar and Onion Taste the Ingredients Dressing 200ml in February 2025 under the "&Bull-Dog Taste the Ingredients DRESSING" series, which draws on blending expertise developed through many years of sauce production.」

「Based on the core strategy of the group's 11th Medium-Term Management Plan, "B-Challenge2025," we carried out a major relaunch of our core household Worcestershire, medium-thick and tonkatsu sauces for the first time in 54 years. From October 2023, we advanced the transition to the new containers and awareness-building promotions, and sales have progressed smoothly.」

「For the household Worcestershire, medium-thick and tonkatsu sauces, we carried out a major relaunch for the first time in 54 years, introducing environmentally friendly, easy-to-use containers that reflect customer feedback.」

「Household products other than sauces, including dressings and pour-over sauces, performed well, benefiting from the relaunches of "&Bull-Dog Dressing" and "Vegetable Dress," and rose 18.7% year on year to ¥375 million.」

「In August 2022, we newly launched Umakara Sauce 200ml, characterized by a lingering spicy flavor, and 4 varieties of Taste the Ingredients DRESSING under "&Bull-Dog."」

「Sales of sauces (Worcestershire, medium-thick, tonkatsu and other specialty sauces) declined 1.4% year on year to ¥6.016 billion, despite growth in the new Umakara Sauce 200ml, health-oriented sauces, and okonomiyaki and yakisoba sauces.」

「Sales of dressings, pour-over sauces and ketchup were driven by growth in new "&Bull-Dog" products such as the 2 Plenty of Condiments Yakiniku Sauce varieties (Chopped Garlic and Soy Sauce, and Authentic Gochujang Miso 240g) and the 4 Taste the Ingredients Dressings (Grated Vegetable, Roasted Sesame, Japanese-Style Onion and Italian 200ml).」

「Household products performed well, with sales of the new Plenty of Condiments Yakiniku Sauce products (Chopped Garlic and Soy Sauce 240g and Authentic Gochujang Miso 240g) progressing favorably as their introduction at retail stores advanced, although」

「Under the "&Bull-Dog" brand, we began nationwide sales of 2 new household products, Plenty of Condiments Yakiniku Sauce: Chopped Garlic and Soy Sauce 240g and Plenty of Condiments Yakiniku Sauce: Authentic Gochujang Miso 240g, and launched Zaku-Zaku Topping 100g for foodservice channels, featuring a new crunchy texture, to expand new sales.」

「In December, we launched Zaku-Zaku Topping 100g for foodservice channels nationwide as a flake-type topping seasoning that can be used not only on sauce-based and standard menu items such as French fries and karaage, but also on meat dishes and salads, including in combination with oil and other seasonings.」

「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 further expand nationwide distribution of the Bull-Dog J Sauce 500g launched in February as an unprecedented new Japanese sauce under the slogan “Clean, Delicious Flavor Is the New Standard for Sauce,” we distributed small sachets as samples so customers could learn about the product's quality, including its flavor, amid the widespread suspension of in-store sampling programs, and worked to distribute the product to retailers nationwide and establish it in the market.」

「We urgently launched a regionally limited Dashi-Scented Authentic Okonomiyaki Ingredient Set for Home Use, and also held online cooking classes where parents and children could enjoy cooking together at home and proposed lunch menus in response to rising demand for takeout, working to create and capture new demand.」

「In February 2020, we newly launched Vegetable Stock and Sautéed Onion Dressing Sauce 200ml and Grated Vegetable Dressing Sauce 200ml as additions to the "&Bull-Dog" Dressing Sauce series, and Sweet and Spicy Mustard BBQ Sauce 235g as an addition to the Pour-Over Sauce series. We also newly launched Milky White Sauce 200ml, a collaborative product with Fujiya Co.,Ltd.」

「Beginning with Uma Sauce, launched in 2012 as a versatile seasoning that draws out the flavor of ingredients, we aim to broaden customers' culinary horizons and create new value in sauce through the development of new sauces unconstrained by conventional assumptions.」

「At BULL-DOG SAUCE CO.,LTD., we completely revamped the "&Bull-Dog" Dressing Sauce series in August and newly launched 2 products: Koji Amazake Dressing Sauce 200ml and Yuzu Mizore Non-Oil Dressing Sauce 200ml. Also in August, we newly launched 3 products under the "&Bull-Dog" brand: Sweet and Spicy Gochujang Sauce 240g, which lets consumers easily enjoy Korean-style flavors at home in various applications; Bull-Dog Uma Tomato Sauce 300g, which makes a wide range of tomato dishes, including topping, stir-frying and simmering, easy with one bottle; and Stamina Ginger Pork Sauce 300g, a sweet and spicy sauce with pronounced ginger and garlic that pairs well with rice. In September, we newly launched Osaka Tasty Takoyaki Ingredient Set under the authentic Osaka イカリソース brand.」

「In May, at the seminar hosted by JA-Zenchu, "Nihonbashi Yukari's Third-Generation Chef Nagano Introduces!—A Look at Yukari's Staff Meals," we proposed menus using our Uma Sauce and Uma Sauce Tomato Type products.」

「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 launched under the new "&Bull-Dog" brand in February, we newly launched 2 products in August under a new Yakiniku Rice Bowl Sauce series: Red Wine and Fruit Yakiniku Rice Bowl Sauce 230g and Mushroom and Soybean Moromi Yakiniku Rice Bowl Sauce 235g. From September, we began airing television commercials for "&Bull-Dog" and actively conducted in-store sampling of "&Bull-Dog" products at mass retailers.」

「We steadily advanced promotional activities, including in-store sampling, to enhance the value of our core sauces and increase awareness of the sauces and dressings under the new "&Bull-Dog" brand launched in February.」

「In February, under the new "&Bull-Dog" brand, we newly launched products in a new category featuring a new container with functions such as reduced dripping: 3 Red Vegetables Dressing Sauce 200ml, Apple and Cinnamon Dressing Sauce 200ml, Onion and Vegetable Vinegar Dressing Sauce 200ml, Yuzu and Green Chili Non-Oil Dressing Sauce 200ml, Nourishing Spice Non-Oil Dressing Sauce 200ml, 3 Types of Green Onion and Salt Pour-Over Sauce 235g, Ginger Pour-Over Sauce 225g and Sesame and Garlic Pour-Over Sauce 225g.」

「More recently, on 17 January 2018, we held a press conference for new brands and products from the BULL-DOG SAUCE CO.,LTD. Group, announcing that the group was responding to changes in the times and taking a new step forward.」

「At BULL-DOG SAUCE CO.,LTD., we newly launched the sauce industry's first Foods with Function Claims, Tonkatsu Sauce PLUS and Okonomiyaki Sauce PLUS, containing dietary fiber expected to moderate the absorption of ingested fat and sugar. To expand demand for sauce, we also actively used social media linked to our website and conducted sales promotions proposing recipes using Uma Sauce, including campaigns such as "Make Mornings Easy with Uma Sauce! Simple Make-Ahead Recipes" and the "Uma Sauce Showdown Campaign."」

「At BULL-DOG SAUCE CO.,LTD., we completely revamped our corporate website to mark the company's 115th anniversary, making it more informative about the company, accessible to customers anytime and anywhere, more useful to them and better able to communicate the value of our products.」

「In February 2017, we launched the tube-packaged Honjozo Soy Sauce and Oyster Shanghai Yakisoba Sauce 290g and Thai-Style Sweet and Spicy Sweet Chili Sauce 300g, as well as the new Tsukishima Fruit Monjayaki Tomato Flavor series, a new way to enjoy monjayaki. We also relaunched products including Bull-Dog Authentic Okonomiyaki Sauce 300g, and, to strengthen souvenir products, launched 2 products: Tokyo Tsukishima Monjayaki Sauce Flavor, 2 Servings, and Tokyo Tsukishima Mochi Mentaiko Monjayaki Sauce Flavor, 2 Servings.」

「For household products, we continued to communicate the value of our sauces, alongside our core Worcestershire, medium-thick and tonkatsu sauces, by actively promoting Bull-Dog Uma Sauce and Bull-Dog Uma Sauce Tomato Type in stores and on social media. These versatile seasonings can be used not only as toppings but also in a wide range of cooking applications.」

「At BULL-DOG SAUCE CO.,LTD., we relaunched Uma Sauce, a versatile seasoning that can also be used for cooking, such as baking and stir-frying, last year. To expand demand for sauce, we actively used women's magazines, various events and social media such as blogs to conduct sales promotions proposing recipes using Uma Sauce. In August, we relaunched the standard Peperoncino, Tarako, Mentaiko and Ume-Shiso varieties in the Mazerianse pasta sauce series, which marked its 30th anniversary, and newly launched 5 products: Napolitan, Shrimp Tomato, Anchovy, Lemon and Wasabi.」

「At イカリソース, we strengthened promotional activities for the relaunched Worcestershire sauce, medium-thick sauce and tonkatsu sauce, which were made even tastier by increasing the umami from tomatoes and other ingredients and the spices to commemorate the company's 120th anniversary, with the aim of communicating the value of our core products and improving customer retention.」

「In addition to continuing to communicate the value of core products such as Chuno Sauce, the Company cites the development of healthier value-added products and the development of new sales channels through the Vegetables’ Favorite series as growth drivers.」