Expanding the Retail Market Through Solution-Based Products and Marketing

「We worked to improve profitability by reintroducing discontinued products, broadening the product concept through a stronger frozen-pizza lineup, and implementing strategic pricing, SKU consolidation and other measures.」

「In the home-use business, the company worked to improve profitability through the proposed relaunch of products that had been temporarily discontinued following the recovery of the Chiba Plant, market development through the launch of frozen pizza products, SKU consolidation and other measures.」

「We worked to shift from low-margin products to high-margin products by introducing new products with greater added value, such as kiln-baked crust products.」

「For the home-use business, the company worked to improve profitability through SKU consolidation and other measures, while developing the market by strengthening its prepared-food and bakery businesses and launching home-use frozen pizza products.」

「As part of its marketing activities, the company aims to expand the market by disseminating information through diverse channels, including the web, YouTube and social media, about “breads of the world” such as pizza, naan, pita bread, focaccia and tortillas. It seeks to enrich consumers’ dining tables and offer greater variety through enjoyable food culture and food experiences.」

「The company’s strength lies in its ethnic bread ingredients, particularly dough, and it is strengthening its product lineup by adding colored tortillas to its core tortilla range. To mark its 60th anniversary in November, following the two authentic frozen pizza products “THE PIZZA,” the company is working to expand sales of four of Del Sole’s highest-grade frozen pizzas, “HOKKAIDO PIZZA,” made at the newly established Yakumo Pizza Factory in Yakumo, Hokkaido, with carefully selected dough and toppings. The products are being sold as high-value-added offerings through premium mass retailers, the company’s own e-commerce site, department-store events and the hometown tax donation program, among other channels.」

「To mark its 60th anniversary in November 2024, following the launch of “High-Temperature Kiln-Baked Authentic Crust THEPIZZA,” the company introduced “HOKKAIDO PIZZA” as its second new product, a premium offering topped with high-quality ingredients from Hokkaido. It also worked to develop high-value-added products and expand its frozen pizza lineup, including the renewal of its core long-selling hand-stretched naan 19 years after its launch.」

「To mark its 60th anniversary in November 2024, following the launch of two authentic frozen pizza products, “THE PIZZA,” developed by bringing together the technologies and expertise it had cultivated over the years, the company began producing four of its highest-grade products in Del Sole’s history, “Hokkaido PIZZA,” at the newly established Yakumo Pizza Factory in Yakumo, Hokkaido, using carefully selected dough and toppings, and launched them in October 2023.」

「The company is actively pursuing the development of the home-use market by strengthening its supermarket prepared-food and bakery businesses and launching new home-use frozen pizza products, among other measures.」

「Against this backdrop, the company actively pursued the development of the home-use market by strengthening its supermarket prepared-food and bakery businesses and launching new home-use frozen pizza products, among other measures, while working to strengthen relationships with business partners, which had tended to weaken during the COVID-19 pandemic, and to secure new sales channels. To mark its 60th anniversary in 2024, the company launched two authentic frozen pizza products, “THE PIZZA,” developed by bringing together the technologies and expertise it had cultivated over the years. It also launched the “#At-Home Loss Project,” using its core tortilla and pita bread products to help save time and reduce food waste, and promoted the project through recipe video websites and YouTube.」

「As part of our marketing activities, we renovated our online shop and, at the antenna shop “Delsole SHOP,” held a Halloween Fair and an Italian Fair timed to Pizza Day following the Lithuania, Mexico and India fairs, offering easy and enjoyable menus that allow customers to feel as though they are traveling overseas using Delsole products. In addition, we proposed adapted recipes on Instagram to promote Delsole products.」

「As part of our marketing activities, we renovated our online shop and, at the antenna shop “Delsole SHOP,” held a Halloween Fair and an Italian Fair timed to Pizza Day following the Lithuania, Mexico and India fairs, offering easy and enjoyable menus that allow customers to feel as though they are traveling overseas using Delsole products. In addition, we proposed adapted recipes on Instagram to promote Delsole products.」

「As part of its marketing activities, the company renovated its online shop and, following the Lithuania and Mexico fairs held in the first quarter, held India and Halloween fairs in the second quarter at its antenna shop, Del Sole SHOP. It offered simple and enjoyable menus using Del Sole products that allowed customers to feel as if they were travelling abroad. In addition, it proposed recipe variations on Instagram to promote Del Sole products.」

「Against this backdrop, the company actively pursued the development of the home-use market by strengthening its supermarket prepared-food and bakery businesses and launching new home-use frozen pizza products, among other measures to capture further household demand. As part of its marketing activities, it renovated its online shop and held a Lithuania Fair from April and a Mexico Fair from May at its antenna shop, Del Sole SHOP, offering simple and enjoyable menus that allowed customers to feel as if they were travelling abroad using Del Sole products. In addition, as an outdoor-focused promotional initiative, the company used YouTube to suggest ways to enjoy ethnic breads.」

「The company created opportunities for consumers to experience its products through promotions such as the “Naan General Election” and “Portrait Tortillas.” It also used Instagram and Twitter, contributing to greater awareness of and loyalty to the Del Sole brand.」

「Against this backdrop, the company actively pursued the development of the home-use market by strengthening its supermarket prepared-food and bakery businesses and launching new home-use frozen pizza products, among other measures to capture further household demand. The new naan line at the Chiba Plant, which began operating in April last year, successfully captured the increase in household consumption during the COVID-19 pandemic, enabling the company to deliver its core hand-stretched naan to customers without missing sales opportunities. In addition, home-use chilled pizza ranked highly in the “Chilled Pizza Ranking” on a gourmet information program, making a significant contribution to the penetration of the Del Sole brand.」

「In addition, through the social media initiative “Naan and Japanese Cuisine” and in-store promotions, the company’s hand-stretched naan ranked first for the 12th consecutive year in the Nikkei POS Data ranking of best-selling products in the chilled bread and cookie dough category.」

「Against this backdrop, the company actively pursued the development of the home-use market by strengthening its supermarket prepared-food and bakery businesses and launching new home-use frozen pizza products, among other measures to capture further household demand.」

「Against this backdrop, during the second quarter, the company successively launched social media campaigns including “TDGs,” a project highlighting the appeal of tortillas, and “Naan and Japanese Cuisine,” an initiative to promote naan at Japanese dining tables. These campaigns led to in-store promotions, increasing brand awareness and sales.」

「In production, the new naan line at the Chiba Plant, which began operating in April, successfully captured the increase in household consumption during the COVID-19 pandemic, enabling the company to significantly increase sales of its core hand-stretched naan without stockouts.」

「Specifically, to raise the profile of our flagship Hand-stretched Naan, we held promotional events at popular venues in Tokyo and elsewhere, distributed videos of curry recipes suited to naan, and conducted prize campaigns as part of in-store promotions. As a result, Hand-stretched Naan ranked first for the 11th consecutive year in the Nikkei POS Data best-selling ranking for the chilled bread and cookie dough category.」

「Specifically, to raise the profile of our flagship Hand-stretched Naan, we published curry recipes suited to naan recommended by celebrities and chefs on a cooking video website, conducted limited-time sales at popular restaurants to provide hands-on experiences, and held an in-store campaign for Hand-stretched Naan at mass retailers. As a result, Hand-stretched Naan ranked first for the 11th consecutive year in the Nikkei POS Data best-selling ranking for the chilled bread and cookie dough category.」

「In the food business, we worked on promotional initiatives to further increase awareness of the Delsole Corporation brand. Specifically, to raise the profile of our flagship Hand-stretched Naan, we published curry recipes suited to naan recommended by celebrities and chefs on a cooking video website, conducted limited-time sales at popular restaurants to provide hands-on experiences, and held an in-store campaign for Hand-stretched Naan at mass retailers.」

「Specifically, to raise the profile of our flagship Hand-stretched Naan, we launched a new set product pairing it with curry suited to naan, jointly developed with a major curry manufacturer.」

「In the food business, we continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and worked on promotional initiatives to further increase brand awareness. Specifically, to raise the profile of our flagship Hand-stretched Naan, we conducted a popularity vote through the Curry: Naan or Rice? Project, held a naan cooking class featuring a popular blogger as instructor, and conducted various other activities including in-store campaigns. As a result, Hand-stretched Naan ranked first for the 10th consecutive year in the Nikkei POS Data best-selling ranking for the chilled bread and cookie dough category.」

「In the food business, we continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and worked on promotional initiatives to further increase brand awareness. Specifically, to raise the profile of our flagship Hand-stretched Naan, we conducted a popularity vote through the Curry: Naan or Rice? Project, held a naan cooking class featuring a popular blogger as instructor, and conducted various other activities including in-store campaigns. As a result, Hand-stretched Naan ranked first for the 10th consecutive year in the Nikkei POS Data best-selling ranking for the chilled bread and cookie dough category.」

「In the food business, we continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and worked on promotional initiatives to further increase brand awareness. Specifically, to raise the profile of our flagship Hand-stretched Naan, we conducted a popularity vote through the Curry: Naan or Rice? Project, held a naan cooking class featuring a popular blogger as instructor to coincide with Naan Day on 6 July, and conducted various other activities including in-store campaigns. We also focused on selling authentic European frozen breads.」

「In the food business, we continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and worked on promotional initiatives to further increase brand awareness by strengthening in-store campaigns and social media marketing. Specifically, to raise the profile of our flagship Hand-stretched Naan, we launched the Curry: Naan or Rice? Project and conducted a public vote. We also focused on merchandising strategies, including launching new products, and steadily secured sales and profits.」

「In the food business, we continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and worked on promotional initiatives to further increase brand awareness by strengthening in-store campaigns and social media marketing. Specifically, we sought to raise the profile of our flagship Hand-stretched Naan and expand the market through various channels, including prize campaigns for purchasers, user-participation campaigns encouraging Instagram posts of stylish cafe-style recipes, and collaboration with a renowned culinary school. As a result, Hand-stretched Naan ranked first for the ninth consecutive year in the best-selling ranking by dough category in Nikkei POS Data.」

「We continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and worked on promotional initiatives to further increase brand awareness by strengthening marketing activities, including in-store campaigns at major supermarkets and recipe proposals using social media. Specifically, we held the Nan Style Campaign in July and August 2017 to further increase the in-store distribution rate of our flagship product, naan, thereby enhancing and energizing store displays. As a result, our Hand-stretched Naan ranked first for the ninth consecutive year in the Nikkei POS Data best-selling ranking for the chilled bread and cookie dough category. We also took an active approach through initiatives including the introduction of event pizzas for Halloween and promotional activities during the peak demand period spanning Beaujolais Nouveau release day, Pizza Day, and Christmas.」

「We continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and worked on promotional initiatives to further increase brand awareness by strengthening marketing activities, including in-store campaigns at major supermarkets and recipe proposals using social media. Specifically, we held the Nan Style Campaign in July and August 2017 to further increase the in-store distribution rate of our flagship product, naan, thereby enhancing and energizing store displays. We also actively introduced seasonal products to encourage purchases by retailers and consumers.」

「We continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and worked on promotional initiatives to further increase brand awareness by strengthening marketing activities, including in-store campaigns at major supermarkets and recipe proposals using social media. Specifically, we enhanced displays and energized sales floors through an in-store campaign for Criscket, an unsweetened Danish pastry designed to stimulate breakfast demand, and regular launches of event pizzas.」

「For household use, we continued to develop the solution-oriented product strategy known as Delsole Wheat Meals, which offers delicious breads from around the world that are easy to prepare under the concepts of wrapping, filling, topping, rolling, dipping, and spreading. Specific promotions to increase brand awareness included the Nan Style Campaign in July and two in-store campaigns for Criscket, an unsweetened Danish pastry, timed to the start of the new school year. We also introduced limited-run event pizzas for Halloween, Christmas, and Hinamatsuri to enliven store displays. For food-service use, we launched two prepared pizzas for the deli sections of mass retailers, among other initiatives, and focused on merchandising strategies to expand sales by business format. As a result, we steadily secured sales and profits.」

「We continued to develop the solution-oriented product strategy known as Delsole Wheat Meals, which offers delicious breads from around the world that are easy to prepare under the concepts of wrapping, filling, topping, rolling, dipping, and spreading. In July, we held the Nan Style Campaign in the Tokyo metropolitan area, proposing a variety of ways to eat naan as a promotional initiative to further increase brand awareness. We also introduced limited-run event pizzas for Halloween and Christmas to enliven store displays. For food-service use, we launched two prepared pizzas for the deli sections of mass retailers, among other initiatives, and focused on merchandising strategies to expand sales by business format. As a result, we steadily secured sales and profits.」

「We continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and, in July, held the Nan Style Campaign in the Tokyo metropolitan area, proposing a variety of ways to eat naan as a promotional initiative to further increase brand awareness. We focused on merchandising strategies to expand sales by business format, including upgrading the dough used in the Delsole Eleven pizza series, a leading food-service pizza product. As a result, we steadily secured sales and profits.」

「We continued to develop the solution-oriented product strategy known as Delsole Wheat Meals and worked on promotional initiatives to further increase brand awareness by strengthening marketing activities, including caravan events at major supermarkets. In particular, we focused on strategic sales activities to expand sales by business format, including products for retail consumers and food-service use, as well as merchandising strategies such as launching new products including Italian Pizza made with premium crust. As a result, we steadily secured sales and profits.」

「We have pursued a solution-oriented product strategy centered on "Delsole Wheat Rice," and worked to further increase brand recognition through promotional initiatives, including marketing campaigns by roadshow teams at supermarkets nationwide.」