Aeon Topvalu, which manages the private brand sector of the Aeon Group, is evolving its private brand in fulfillment of its social responsibilities. President Tsuchiya stated, “Supporting the parenting generation is a social issue. With one in ten children having allergies, we are committed to addressing this as part of our support for parenting,” showing a strong commitment to expanding allergy-free products. Regarding environmentally friendly products, President Tsuchiya reaffirmed, “By 2025, all Topvalu products will be switched to environmentally friendly types.” With efforts like the 3R (Reduce, Reuse, Recycle) and Fair Trade, the conversion rate of existing products is currently 10%, but there is a goal to reach 40% by the end of 2024, highlighting these as key corporate strategies.

Aeon held a “Topvalu New Products Presentation” at “Aeon Mall Makuhari New City” in Mihama Ward, Chiba City, showcasing products that cater to allergies and environmental considerations. The allergy-friendly “Topvalu Yasashigohan” series has expanded to include frozen foods, enhancing its range of products free from the eight major allergens. The new products include frozen bread, meat buns, mini hamburgers, and pork wieners. Additionally, rice-based baked snacks and fresh pasta-like noodles have been newly introduced.

For environmentally friendly products, Aeon introduced seasonings utilizing the cores of discarded cabbages, products using underutilized fish, and toilet paper made from recycled cardboard. These initiatives are part of promoting the 3R principles (Reduce, Reuse, Recycle). 

Aeon’s future strategy focuses on expanding the product line-up of both allergy-friendly and environmentally conscious products to meet consumer needs. The specific goals are as follows:

**Allergy-Friendly Products:**
– Centering on the “Topvalu Yasashigohan” series, new products including frozen foods will be rolled out across approximately 1060 stores within the group starting June 12. The Yasashigohan series was launched in 2016 with the concept of “eating together for everyone,” starting with 12 items free from seven major allergens. Since then, the number of items has gradually increased to currently 27, but Takahiro Takahashi, the director of product development at Topvalu, pointed out that there are still unmet needs. Based on consumer feedback gathered through surveys, such as “wanting to eat deliciously and easily” and “wanting to buy and store easily,” they developed the frozen food series. Furthermore, with continual improvements and additions, there is a plan to double the number of products by 2025.

**Environmentally Friendly Products:**
– Regarding environmentally friendly products, President Mitsuko Tsuchiya of Topvalu reiterated the commitment to switch all Topvalu products to environmentally friendly types by 2025. Currently, the conversion rate of existing products is 10%, but the aim is to increase this to 40% by the end of 2024.

These strategies address societal challenges such as the increasing number of consumers with allergies and environmental issues, aiming for sustainable product development and enhanced corporate activities.

In the "Mottainai Fish" series, fish that would otherwise be discarded are processed into products that are easy to cook.

Utilizing the cores of cabbages that are discarded during the manufacturing process, and using 20% of the entire core as extract and material, contributes to an annual reduction of 5 tons of residue.

Toilet paper made from recycled cardboard

In the "Yasashigohan" series, which does not use any of the specified eight ingredients, new items such as bread, meat buns, and frozen foods suitable for bento side dishes have been added.

Source: Aeon Press release, Gekiryu 

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