Expanding into sauces and dressings through the new “&Bull-Dog” brand
First written in FY2018. 8 of 11 entries say "Advanced", first in FY2019-Q2. Latest entry: 2026-07-24.
No other company in this theme has enough history to compare yet.
- FY2025AdvancedAnnual report
「In the household products category excluding sauces, including dressings and toppings, the new product ＆ Bull-Dog Dressing: Black Vinegar and Onion 200ml has been introduced in stores smoothly, and ＆ Bull-Dog Dressing has performed well.」
While ＆ Bull-Dog Dressing has performed well following the launch of the new product, sales of Yasai no Dress are declining because fewer stores are carrying it. - FY2025-H1AdvancedAnnual report
「In “Household dressings, pour-over sauces and other products (excluding sauces),” “& Bulldog Dressing” gradually became established and performed well, but sales of “Vegetable Dress” declined as the number of stores carrying it was temporarily reduced following a change in sales strategy」
While ＆ Bull-Dog Dressing is gaining traction and performing well, sales of Yasai no Dress are declining as the number of stores carrying it has been reduced following a change in sales strategy. - FY2024-Q3AdvancedAnnual report
「In “Household dressings, pour-over sauces and other products (excluding sauces),” the value of “& Bulldog Dressing” and “Vegetable Dress” was recognized, and sales increased 13.3% from the same period of the previous year to ¥1.033 billion.」
Sales of household products other than sauces, including dressings and pour-over sauces, increased 13.3% from the same period of the previous year as the value of existing products was recognized. - FY2024-Q1AdvancedAnnual report
「The “Household dressings, pour-over sauces and other products (excluding sauces)” category performed well, benefiting from the renewal of “& Bulldog Dressing” and “Vegetable Dress.”」
The company is expanding its product offerings into categories beyond sauces through the renewal of “& Bulldog Dressing” and “Vegetable Dress.” - FY2020-Q2AdvancedAnnual report
「In August, Bull-Dog Sauce completely renewed the “Dressing Sauce” series under the “& Bull-Dog” brand and launched “Koji Amazake Dressing Sauce 200 mL” and “Yuzu Mizore Oil-Free Dressing Sauce 200 mL.” Also in August, it launched 3 products including “& Bull-Dog Sweet and Spicy Gochujang Sauce 240 g,” which allows consumers to easily enjoy Korean-style flavors at home for various uses. ...」
The company is expanding its business beyond sauces by renewing all “& Bull-Dog” dressing sauces and launching additional new products such as pour-over sauces. - FY2020-Q1ReframedAnnual report
「Against this backdrop, the Group is strengthening its management foundation under this fiscal year’s themes: ① promoting operational reform, ② establishing the new brand, and ③ expanding sales of foodservice products.」
The positioning of “& Bull-Dog” has shifted from expanding into new categories and products to making the new brand firmly established as a key focus for the current fiscal year. Television commercials aired in April and in-store sampling have also continued. - FY2019-Q3RestatedAnnual report
「The company aired television commercials for the new “& Bull-Dog” brand and continued to conduct in-store sampling and menu proposals for “& Bull-Dog” products at mass retailers to increase brand awareness.」
The company continues to expand awareness of the new brand through “& Bull-Dog” television commercials, in-store sampling, and menu proposals. - FY2019-Q2AdvancedAnnual report
「The company also worked to strengthen the “& Bull-Dog” lineup. As promotional activities, it began airing “& Bull-Dog” television commercials in September and actively conducted in-store sampling at mass retailers to increase awareness of the new brand and products.」
The company is expanding awareness of new categories, including pour-over sauces and dressings, by expanding the “& Bull-Dog” product lineup and using television commercials and in-store sampling. - FY2018First statedAnnual report
「Also in February, the company launched 3 products in the dressing sauce series under the new “& Bull-Dog” brand: “Three Red Vegetables,” “Apple and Cinnamon,” and “Onion and Vegetable Vinegar”; 2 products in the oil-free dressing sauce series: “Yuzu and Green Chili” and “Nourishing Spice”; and 3 products in the pour-over sauce series: “Three Kinds of Green Onion and Salt,” “Ginger,” and “Sesame and Garlic.”」
The company launched the new “& Bull-Dog” brand and made its expansion beyond sauces into dressings and pour-over sauces concrete for the first time through the launch of multiple products.