Rebranding TOPVALU Green Eye and Expanding Allergy-Friendly Products

「In June, we launched 24 environmentally conscious Topvalu products at approximately 510 Aeon, Aeon Style and other stores nationwide in response to customer requests to contribute to environmental conservation through their purchases.」

「In May, we announced plans to launch 24 environmentally conscious Topvalu products at approximately 510 Aeon, Aeon Style and other stores nationwide in response to customer requests to contribute to environmental conservation through their purchases. As momentum grew to rethink the use of plastic, from June onward we successively launched products including shopping bags and reusable bags made from recycled materials and disposable tableware made from bamboo pulp and FSC-certified wood.」

「As of the end of February 2019, the range had expanded to approximately 220 Organic products, approximately 150 Natural products and approximately 105 Free From products.」

「In April, we launched 2 additional Topvalu hand-rolled rice balls containing mentaiko and sujiko made with seafood caught through sustainable fisheries and carrying MSC certification. In May, we became the first company in Japan to launch Topvalu ASC-Certified Izumi Sea Bream, farmed using environmentally friendly and sustainable methods.」

「In August, in response to customer requests to enable the whole family to eat the same food even when a family member has a food allergy, we launched 5 products as the second installment of the Topvalu Yasashigohan series. Developed around the concept of convenient, healthy and safe meals that the whole family can enjoy, the products are made without the 7 specified allergenic ingredients. The first installment consisted of 12 products launched in November 2016.」

「As customer interest in health and wellness and eco-friendly products grew, the Aeon Topvalu brand launched 14 shampoo and liquid laundry detergent products in March under the name Topvalu Green Eye Free From as part of its product-focused reform. The products were developed with consideration for additives and raw materials and are gentle on the skin and the environment. In May, we launched Topvalu Fluffy Kabayaki White Fish, made with ASC-certified pangasius, a sustainably farmed and environmentally friendly alternative to eel, whose resource depletion has become a concern. Pangasius is a type of catfish.」

「In November, in response to growing customer demand for health and wellness products, we rebranded Topvalu Green Eye, which is designed to be gentle on people and the environment. Based on customer feedback, we launched 22 products, primarily processed foods, formulated with consideration for 109 types of additives and raw materials. We also launched 12 Yasashigohan products made without the 7 specified allergenic ingredients for customers with food allergies.」