Basic Approach
One of our material issues is recommending health-conscious products. To develop such products, we focus on four aspects of health-oriented food: sugar-free, low in salt, protein-rich, and added functionality (extra health benefits).
Promotion Structure
Development of healthy, safe and tasty products with inter-departmental collaboration
We have placed a Product Planning Department, Product Development Department and R&D Center in our Development Division. They collaborate with each other while taking charge of product development focused on taste, safety and reliability, health, user-friendliness, and eco-sustainability.
Product Development Structure
Main Actions
Expanding the lineup of health-conscious products
The “Prima Healthy” logo is attached to our health-conscious products. Under the Prima Healthy® brand, we have developed pork loin ham and bacon that is free of sugar and with 30% less salt. The products boast a worldclass level of salt reduction with no compromise in taste. In fiscal 2022, our sugar-free bite-sized calpas sausages, which is Japan’s first sugar-free dry sausage, was honored at the 52nd Japan Food Industry and Technology Distinguished Service Awards (products and technology category).
In fiscal 2023, we expanded our range of products with the Prima Healthy® label, indicating that the product is protein-rich or has added function (extra health benefits). Among the products high in protein, we expanded the range of steamed chicken strips to include chicken bars as well as chicken blocks. We also changed the nutrition label to make it displays the amount of protein more clearly. For the products with added function, we introduced a family-friendly mascot and launched a children’s product fortified with calcium.