AEON Private Brand New Series “The Heartfelt Snack Club” with 37 SKUs from March 19th

Targeting the Tech-Savvy 30s and 40s, these eye-friendly eggs contain approximately three times more lutein, a nutrient known as lutein, than regular eggs. In a market where price competition and added value options such as vitamin C fortification and cage-free eggs are prevalent, this represents a new innovation. While cage-free eggs are less common compared to Europe, will these new health-focused eggs bring about a shift in the competitive landscape of the egg market?”

Aeon has unveiled a new lineup within its private brand (PB) “Top Valu” named the “Heartfelt Snack Club.” This collection showcases 37 selections of gummies, chocolates, and vegetable chips meticulously crafted to cater to the tastes of millennials in their 30s and Generation Z, born from the mid-1990s onwards. Scheduled for release starting March 19th, these snacks are priced between 170 and 278 yen. They are intricately designed for effortless consumption across diverse environments, including workplaces, schools, and homes, featuring portable sizes and user-friendly formats tailored for on-the-go enjoyment. The rollout will be phased across approximately 4,800 stores nationwide, encompassing both “Aeon” and “Aeon Style” outlets.

During the planning and development phase, surveys and group interviews were conducted, targeting individuals ranging from 10 to their early 30s, to delve into their preferences. This comprehensive research revealed that snacks not only serve as hunger-quenching treats but also play vital roles as nutritional supplements, stress relievers, and mediums for social interaction through communal sharing. Consequently, the product range has been meticulously crafted to encompass a diverse array of approaches to address these multifaceted needs.

Top Valu is celebrating its 50th anniversary this year. Mitsuko Tsuchiya, President of Aeon Top Valu, expressed her enthusiasm for the future, stating, “We aim to create products that will excite our customers and lead to the next 50 years.” For the fiscal year 2024, the company is focusing on developing new products that offer unprecedented value and catering to the millennial and Generation Z demographics. They are intensifying their efforts in product development, unveiling a series of new items, including the “Energizing Charge Porridge” line, which features a variety of porridges inspired by traditional dishes from around the world.

Source:AEON Press release Feb 28th 2024  Nikkei March 8 2024