Expanding demand for household sauces and revitalizing the market

「From the third quarter onward, in the household market, we will launch the 300 ml "Bull-Dog Chuno Sauce Revival Edition" in August 2026 to commemorate the 60th anniversary of Chuno Sauce, followed in October 2026 by a limited-edition collaboration package combining 300 ml Chuno Sauce with "Pan Dorobou," and will promote the value of Chuno Sauce, our flagship product, to new customer segments.」

「“Household sauces” performed well in products such as “Bull-Dog Chuno Sauce Reissue 300ml,” commemorating the 60th anniversary of the launch of the core “Chuno Sauce,” and “Strong Sauce Oni-Kara, Oni-Ninniku 200ml,” which targets new customer segments. However, sales in western Japan were sluggish, and sales declined 1.1% year on year to ¥3.965 billion.」

「For “Household Sauces,” sales of specialty sauces such as “Okonomi Sauce” and “Yakisoba Sauce” performed well, reflecting the impact of higher rice prices. However, sales of the core products “Worcester, Chuno and Tonkatsu Sauces” were weak, resulting in a 1.3% year-on-year decline in sales to ¥8,120 million.」

「Sales of our core products, “Worcester, Chuno, and Tonkatsu Sauces,” were sluggish, resulting in sales of ¥8.12 billion, down 1.3% year on year.」

「From the third quarter onward, as a measure to expand sales of “Household Sauces,” the Company will roll out nationwide promotions for sauce menus coordinated across stores and social media, centered on its core products, “Worcester, Chuno and Tonkatsu Sauces.”」

「For “Household Sauces,” the Company will further communicate the value of its core regular sauces and promote proposals using media and social media to stimulate consumption of sauce-related menus in stores, seeking to expand consumer demand for sauces.」

「From the third quarter onward, for “Household Sauces,” the Company will participate in events such as food festivals, collaborate with various food-related companies and run social media campaigns to strengthen sales of core regular sauces. It will also stimulate consumer demand for sauces by proposing menus at stores in coordination with various departments.」

「For “Household Sauces,” the Company conducted promotions in major cities to raise awareness of the redesigned “Worcester, Chuno and Tonkatsu Sauces.” The transition to the new container progressed smoothly, and sales rose 4.4% year on year to ¥6,303 million. Going forward, the Company will roll out promotions to expand sauce menus using the redesign as an opportunity and work to strengthen sales.」

「Sales volumes of “Household Sauces,” which had declined due to the impact of price revisions implemented in the previous consolidated fiscal year, showed signs of recovery, and sales rose 6.8% year on year to ¥4,153 million. The Company will strengthen sales by expanding awareness of its redesigned container and rolling out promotions to broaden sauce menus using the redesign as an opportunity.」

「Sales volumes of “Household Sauces,” which had declined due to the impact of price revisions implemented in the previous consolidated fiscal year, gradually recovered, and sales rose 1.7% year on year to ¥2,056 million. To stimulate demand for sauces ahead of autumn, the Company will strengthen sales through menu proposals developed with corporate partners, online events and product-monitor programs.」

「In June 2022, the Group implemented price revisions for some products. Although sales volumes did not increase immediately after the price revisions and difficult conditions continued, sales volumes gradually increased from October onward, and sales are showing signs of recovery.」

「The Company is rolling out a campaign commemorating its 120th anniversary to expand demand,」

「The Group conducted the joint project “Go! Go! Tour of Local Ingredients,” distributing 120 recipes created by employees using local ingredients and Group products through its official website and social media. It also worked to attract Bull-Dog fans by holding online cooking classes for members of the Bull-Dog fan community website “Buru Kitchen.”」

「The Company held online cooking classes by employees for members of the Bull-Dog fan community website “Buru Kitchen,” communicating directly with consumers while livestreaming ethnic-style menus using sauces and dressing sauces. On “Sauce Day,” 7 November, BULL-DOG SAUCE distributed a factory-tour video themed around the happiness of food and held a virtual factory tour through social media. It also distributed original employee recipes using local ingredients and Bull-Dog Group products and upgraded menu collaboration projects with other seasoning manufacturers, engaging in dialogue with consumers through social media during the COVID-19 pandemic.」

「Although household products, including sauces, performed sluggishly compared with the same period of the previous year due to the reaction following last year’s surge in demand for eating at home caused by COVID-19, the Company is carrying out collaborative projects with other seasoning manufacturers and directing consumers from product packaging to its website to raise awareness of new recipes using sauces. It is also expanding sales of dressings through collaboration with produce stores, expanding sales of Tsukishima monjayaki ingredient kits in response to consumers’ demand for convenience, and strengthening Group synergies by having BULL-DOG SAUCE CO.,LTD. launch a “Hiroshima Okonomiyaki Kit” using Mitsuwa Okonomi Sauce from its subsidiary Sun Foods Co., Ltd.」

「To help people enjoy “time at home,” the Company offered “Teppanyaki at Home,” “Collaborative Menus with Other Seasoning Manufacturers” and “Let’s Cooking! Sauce × Household Seasonings” in Japan, …updated the global site on its website and used social media to communicate a wider range of ways to use sauces to more people.」

「To respond to increased demand for eating at home and takeout, the Company urgently launched the “Dashi-Flavored Authentic Okonomiyaki Kit for Home Cooking,” held online cooking classes and strengthened its proposals for lunch menus. It also strengthened its owned-media business, running an online recipe contest and the “Enjoy Gourmet Travel at Home” campaign to make cooking at home easy and enjoyable, actively reaching younger consumers.」

「In light of changes to its marketing strategy amid the spread of COVID-19, the Company urgently launched the regionally sold “Dashi-Flavored Authentic Okonomiyaki Kit for Home Cooking,” held online cooking classes for parents and children to enjoy making meals at home, and proposed lunch menus in response to increased demand for takeout, working to create and capture new demand. As a result, consolidated net sales for the second quarter cumulative period rose 5.2% year on year to ¥9,077 million, as household products such as regular sauces and monjayaki ingredient kits performed well amid increased demand for eating at home and prepared foods.」

「First, the Company strengthened its sales capabilities in the household market by shifting personnel and budgets within the Group from the commercial-use sales division to the household sales division and strengthening communication of recipes for home-cooked meals. As a result, consolidated net sales for the first quarter cumulative period rose 8.9% year on year to ¥4,759 million, driven by higher sales of okonomiyaki sauce, yakisoba sauce and regular sauces as more people cooked at home and demand increased for ingredient kits that make home cooking easy and enjoyable.」

「In November, BULL-DOG SAUCE CO.,LTD. held a community event for local residents at its Tatebayashi plant, attended by 700 people. Many members of Ikari Sauce also participated and introduced its products. The Group worked together to revitalize the community and improve its corporate image.」

「While working to expand demand for household sauces and revitalize the market,」

「In addition, during the third quarter consolidated accounting period, the Group actively strengthened ties with local communities and cooperated with and sponsored various cultural initiatives. In November, BULL-DOG SAUCE CO.,LTD. held a community event for local residents at its Tatebayashi plant and worked to strengthen communication with the community and improve its corporate image. It also cooperated with the “Okonomiyaki Certification Examination,” organized by the Nippon Okonomiyaki Association and held in Tokyo and Osaka in November, to promote authentic Osaka okonomiyaki nationwide and establish okonomiyaki culture. Ikari Sauce Co., Ltd. sponsored a sporting event in Kyoto Prefecture, a soft tennis tournament held from October to November, and worked to improve its corporate image.」

「As one initiative to “spread the happiness of food around the world through the deliciousness of nature’s bounty,” the Company held an event from 22 to 30 September on Rue Cler, a popular shopping street in Paris’s 7th arrondissement, introducing the appeal of “japan sauce” in Paris, the capital of gastronomy.」

「While working to expand demand for household sauces and revitalize the market,」

「The Company worked to expand sauce consumption and revitalize the market by communicating the characteristics and appeal of sauce, a Japanese condiment that has been loved for more than 100 years, and holding community events and cooking-class events using sauce.」

「Against this backdrop, the Group actively strengthened ties with local communities and cooperated with and sponsored various cultural initiatives. In October, BULL-DOG SAUCE CO.,LTD. held community events for local residents at its Hatogaya and Tatebayashi plants, working to revitalize the communities and raise awareness of its sauce products. It also cooperated with the Okonomiyaki Certification Examination held in November to help establish okonomiyaki culture. Ikari Sauce Co., Ltd. sponsored a sporting event in Kyoto Prefecture, a soft tennis tournament held from October to November, and worked to raise awareness of its products among participants and others.」

「Against this backdrop, the Group continued to communicate the value of sauces and sought to expand sales of household and commercial-use products.」

「While working to expand demand for household sauces and revitalize the market,」

「During the consolidated fiscal year, the Group worked to create products offering “safety, peace of mind and trust” that customers would support. It communicated the characteristics and appeal of sauce, a Japanese condiment that has been loved for more than 100 years, and worked to expand sauce consumption and revitalize the market by holding community events and cooking-class events using sauce.」

「Against this backdrop, the Group worked to establish the price revisions implemented the year before last while continuing to communicate the value of sauces and seeking to expand sales of household and commercial-use products.」

「Against this backdrop, the Group worked to establish the price revisions implemented last year while continuing to communicate the value of sauces and seeking to expand sales of household and commercial-use products.」

「In June, the Company launched “Vegetables’ Favorite Sweet Vinegar for Pickled Salads 300ml” and “Vegetables’ Favorite Red Shiso Vinegar for Pickled Salads 300ml” as products sold exclusively in produce sections.」

「While working to expand demand for household sauces and revitalize the market,」