As the demand for private brands increases, Lawson launches a new private brand for the first time in about five years:”Three-Star Lawson”

Lawson, Inc. (Headquarters: Shinagawa-ku, Tokyo, President and CEO: Sadahiro Takemasa, hereinafter referred to as “Lawson”) will revamp its private brand for the first time in approximately five years since 2020, marking its 50th anniversary this year. The new private brand, named “Three-Star Lawson”, will consolidate about 95% of existing private brand products, including “L basic”, “L marche”, daily items (*1), and in-store prepared items (*2), under one unified brand name. The product renewal will be gradually completed by October.

(*1) Daily items: Ready-to-eat rice dishes, sandwiches, noodles, desserts, bakery items, and refrigerated cup beverages.
(*2) In-store prepared items: Machikado Kitchen, fried foods, Machi Café products, etc.

Rising Demand for Private Brands

Amid rising consumer prices, there is a growing need for private brand products. According to data up to February 2025, the increase in the Consumer Price Index is closely linked with a higher share of private brand products in the food market (*3). Additionally, recent trends focusing on “time efficiency” (Taipa) reflect consumers’ desire to spend less time shopping. This has led to a demand for packaging designs that are easy to understand at a glance.

(*3) Source: INTAGE SCI, March 2021 – February 2025, PB ratio, and Consumer Price Index for food in the Tokyo Metropolitan area (Ministry of Internal Affairs and Communications).

Concept and Vision of “Three-Star Lawson”

Lawson’s new private brand, “Three-Star Lawson”, is guided by the following “Three Promises”:

1. Outstanding Taste

   • Continuous improvement of daily staple items based on customer feedback.

   • Exciting new products that combine great taste with an element of surprise.

   • A constantly attractive sales floor that inspires delight and discovery.

2. Kindness to People

   • Independent standards for additive usage to address consumer concerns.

   • Implementation of these standards in bento boxes, sandwiches, noodles, and salads.

   • Strict hygiene practices in manufacturing and in-store food preparation to ensure safety.

3. Kindness to the Earth (Community)

   • Commitment to the “Lawson Blue Challenge 2050” environmental goal of using 100% eco-friendly packaging materials.

   • Expansion to 80% usage of eco-friendly packaging by the end of the 2025 fiscal year.

Customer-Centric Product Development

To realize customer feedback effectively, Lawson has revamped its product development process. A new set of standards for additive usage has been established, focusing on transparency and consumer safety. Furthermore, the company aims to increase the proportion of eco-friendly packaging materials to 80% by 2025.

Packaging Renewal

The new packaging design emphasizes clarity and ease of recognition:

• Readable and Bold Fonts for product names.

• Distinctive Colors that correspond to product categories for easy identification.

• Front-Facing Allergen Information for better visibility.

Structure of the “Three-Star Lawson” Brand

The brand structure will distinguish between in-store prepared items and other products, with the latter further categorized into premium and standard segments.

Commitment to Continued Improvement

Lawson remains committed to continuous product development that meets customer needs while promoting environmental sustainability. The new “Three-Star Lawson” brand aims to deliver delicious, safe, and eco-friendly products that align with modern consumer expectations.

Source:Lowson website March 27th 2025