Building the product and promotional foundation to increase the sales share of health foods
First written in FY2022. 7 of 8 entries say "Advanced", first in FY2023-Q3. Latest entry: FY2026.
No other company in this theme has enough history to compare yet.
- FY2026AdvancedAnnual report
「In addition, the company launched the Food with Function Claims product “Bifidus Mix W” on 21 April 2025, and on 19 September of the same year launched the beauty-care supplement “Michipuru Stick (Collagen & Soy Isoflavones)” in powder form and “Michipuru Rich (Collagen & Placenta)” as a drink.」
To expand its sales share in health foods, the company actually launched a functional-label food and 2 beauty-care supplements. - FY2026-H1AdvancedAnnual report
「In addition, the company launched the Food with Function Claims product “Bifidus Mix W” on 21 April 2025, and on 19 September of the same year launched the beauty-care supplement “Michipuru Stick (Collagen & Soy Isoflavones)” in powder form and “Michipuru Rich (Collagen & Placenta)” as a drink.」
To expand its sales share in health foods, the company launched 1 functional-label food and 2 beauty-care supplements in April and September 2025. Initiatives to strengthen its product development and sales platform have moved into the implementation phase. - FY2025AdvancedAnnual report
「As a result, we launched Hatomugi Green Juice in December using our original ingredient, “HABA Enzyme-Aged Hatomugi®.” In January, we launched Wakawakigen, formulated with the notable anti-aging ingredient NMN, exclusively for in-store sales.」
To increase the sales share of health foods, the company launched Hatomugi Green Juice using its original ingredient and an NMN-formulated product available exclusively through in-store sales. - FY2025-H1AdvancedAnnual report
「In addition, we are steadily implementing our plans, including the scheduled launch from 19 November 2024 of the “Enzyme-Aged Hatomugi® Green Juice,” made with HABA's original “Enzyme-Aged Hatomugi®” ingredient and barley grass produced using a fresh-squeezing process. We aim to achieve the budget for the fiscal year ending March 2025, restore earnings power, generate recurring profit and establish firm growth.」
To increase the sales share of health foods, the company scheduled the launch of “Enzyme-Aged Hatomugi Green Juice,” made with proprietary ingredients and production methods, from 19 November 2024, adding measures to strengthen its product development and sales foundation. - FY2024AdvancedAnnual report
「In the food business, the company relaunched the Foods with Function Claims Nentaigen and Shinkyugen in May, and launched 150g iron gummies and a 3-bottle Hatomugi Tea set as components of gift assortments in January.」
To increase the sales share of health foods, the company relaunched 2 Foods with Function Claims and launched iron gummies and Hatomugi Tea. - FY2023AdvancedAnnual report
「In Japan, the company unified its points service and strategically closed and rebuilt stores to strengthen coordination among sales channels, expanded web advertising to increase brand awareness, refreshed its TV commercials and held virtual events to increase awareness of health foods.」
The disclosure states that the company held virtual events to increase awareness of health foods. From a research and development perspective, it has also launched products including Shinkyugen, Nentaigen and HABA Hatomugi Tea, pursuing initiatives on both the product and promotional fronts. - FY2023-Q3AdvancedAnnual report
「Alongside disseminating various information on maintaining a healthy intestinal environment, the company promoted the Oligowan® drink and HABA’s Hatomugi Tea, a Food with Function Claims launched in September 2022, and implemented initiatives to increase awareness, including media coverage.」
To increase the sales share of health foods, the company disseminated information related to gut health, promoted the Oligowan drink and the new Hatomugi Tea product, and secured media exposure. - FY2022First statedAnnual report
「As the basic strategies of its medium-term management plan, the Group is focusing on 8 areas: compliance and governance, core IT systems, human resources strategy, environmentally conscious research and development, increasing the sales share of health foods, optimizing advertising and developing new target customer segments, strengthening coordination among sales channels, and improving customer loyalty and maximizing LTV. By bringing together the Group’s capabilities from research and development through manufacturing and logistics, we intend to respond accurately and flexibly amid an expected challenging economic environment.」
The company explicitly identified increasing the sales share of health foods as a basic strategy of the medium-term management plan for the first time. It has begun releasing the Oligowan functional food drink, 6 Foods with Function Claims, online events, advertising and initiatives to promote subscription purchases.