Kellogg’s Japan is proposing a new way of consuming oatmeal to expand its market in Japan. From the “Oatmeal Rice” series, which can be eaten like rice, they will release “Soy Protein Oatmeal Rice” on February 12th, which allows you to intake protein that is often lacking. The soy protein is contained in flake form.

The concept is to offer a new staple food that can be eaten like rice, providing carbohydrates, dietary fiber, and protein, all while achieving time-saving, deliciousness, and health benefits. One of the significant features is the overwhelming amount of protein. You can intake 10g of protein per 40g serving. Additionally, compared to white rice, it has 60% less carbohydrates and contains 10 times more dietary fiber. Moreover, it can be easily enjoyed freshly cooked in just 90 seconds in the microwave, the company explained.

The main target audience is women over 50, who have a high adoption rate of oatmeal. While consumption has decreased among those in their 20s after the oatmeal boom, it has rapidly increased among older age groups. Protein is a nutrient that many consumers are concerned about, leading to the development of products that can provide protein from staple foods. Furthermore, individuals over 50 tend to have a higher health consciousness and are more likely to continue consuming such products, targeting an age group focused on health rather than dieting.

Starting from February 13th, they also launched a campaign called “Kellogg’s Oatmeal Rice in 47 Prefectures! Onigiri Championship,” to commemorate the release. They shared onigiri recipes using local ingredients from all 47 prefectures, devised by the YouTuber couple Gucci, and invited consumers to vote. The recipe “Pork Bowl-style Onigiri” from Hokkaido was selected as the winner.

Kellogg's Japan "Soy Protein Oatmeal Rice"

No1 recipe with Oatmeal

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