Nagatanien’s Convenient Ochazuke(Rice with tea) Innovation

Nagatanien will launch its first freeze-dried (FD) ‘Ochazuke Nori in a Cup’ and ‘Salmon Chazuke’ on 9 September. The new products are  easy to prepare by simply pouring hot water into a cup, and the taste of rice enhanced by a new manufacturing method will be communicated through commercials and other means. The company aims to target in 20s and 30s negeration.

Nagatanien is proposing a “new way to enjoy ochazuke” with the launch of two new cup-style products, “Cup Ochazuke Nori” and “Cup Salmon Ochazuke,” available from September 9 at a suggested retail price of ¥200 (excluding tax). These products offer the comfort of a warm ochazuke meal anytime, anywhere, aiming to create relaxing dining experiences and expand the overall ochazuke category.

The new cup ochazuke focuses on achieving the ideal rice texture for a smooth ochazuke experience. It uses domestically produced Koshihikari rice, which is well-suited for freeze-drying, and employs a new “high-pressure, high-temperature cooking method” that enhances the rice’s texture.

For “Cup Ochazuke Nori,” the amount of nori has been doubled, and the amount of arare (rice crackers) has been increased by 1.5 times. For “Cup Salmon Ochazuke,” the amount of salmon flakes has been increased by 1.3 times, and the amount of arare by 1.2 times, ensuring that the last bite is just as delicious as the first. The product also offers a satisfying portion that can be enjoyed conveniently at any time.

During the launch and peak demand periods, the company will roll out TV commercials, social media, and web videos as part of a comprehensive promotional strategy, from advertising to in-store support. By exposing the traditional curtain design through these commercials, they also aim to remind former customers and encourage them to return to the regular product line.

At the new product launch event, Naoto Izawa, Director and Chief of Marketing, emphasized, “We are proud to introduce a new ochazuke culture and a new way of enjoying ochazuke with these convenient cup products.” The flagship “Ochazuke Nori,” which has been a long-selling product for 72 years, is now being followed by the cup ochazuke, which they hope to cultivate into another long-term success.

Source: Shokuhin Shinbun August 5th 2024