Shimadaya, which has developed its business primarily around Japanese-style noodles, has outlined a plan to evolve into an "Ouchi Men" company focused on household products, revealing specific initiatives at its fall and winter new product presentation.
Okada Kenji (岡田 賢二), president and executive officer of Shimadaya, said the company aims to evolve from its traditional focus on Japanese-style noodles such as udon and soba into an "Ouchi Men" company offering a diverse range of noodle dishes, including ramen, yakisoba, mixed noodles and pasta, thereby increasing its presence in every situation where people want to eat noodles at home.
This fall and winter, the company will hold presentations for new household chilled and frozen noodle products, as well as foodservice frozen noodles. It also outlined a policy of viewing changes in the business environment as opportunities to create new value rather than as negative developments.
Population decline, labor shortages, higher material costs and rising logistics expenses are creating structural changes in the market environment. However, the fundamental qualities of its products and brands remain unchanged, the company explained, adding that it aims to create value for customers' time by enhancing those qualities.
Shimadaya's core Japanese-style noodle brands include Ryusui Men, Kembi Men and Taikoban. While it also has brands in Chinese-style noodles, Japanese-style noodles account for a high proportion of its business. Against this backdrop, the company plans to expand its fresh Chinese-style noodle category this fall in response to consumer needs.
New products centered on household Hon-Nama ramen will include "Tsukemen: Seafood and Pork Bone Soy Sauce Flavor" and "Mazesoba: Chicken Stock Soy Sauce Flavor." The company will also add shrimp salt ramen to the Tokeidai brand. Its long-term vision is to become a company that creates value through noodle consumption and brings smiles to its customers.