”Afternoon Rice Craker snack ” Rice Cracker Snack Innovation, attracting women’s insight.

Since the COVID-19 pandemic, Kameda Seika’s “Kameda no Tsumamidane” brand has grown in line with the expanding mixed rice snack market. According to Taichiro Ozeki, Head of Domestic Rice Snack Marketing, the market initially centered on price-sensitive “otsumami” (snacks for alcohol), but the rise of at-home consumption during the pandemic boosted demand for snacking occasions, driving overall market growth.

In the most recent fiscal year (ending March), the mixed rice snack market grew by 7% year-over-year, while “Kameda no Tsumamidane” outperformed with a 10% increase, led by the 2022 launch of “Gogo no Tsumamidane,” which successfully captured the afternoon snack market.

While the core product addresses both snack and alcohol-pairing occasions, “Gogo no Tsumamidane” focuses specifically on snacking. The core demographic for the brand remains consumers in their 50s–60s, but in 2023—marking its 30th anniversary—the product was refreshed to appeal to younger consumers through a brand update.

Why Was “Kameda no Tsumamidane” Born? Exploring the Reasons Behind Its Success and Unique Appeal

Kameda Seika, a long-standing leader in Japan’s rice cracker market, has introduced many beloved products over the years. Among its recent hits is “Kameda no Tsumamidane,” a uniquely positioned snack that has found popularity as a casual otsumami (snack to accompany alcoholic drinks). Neither a typical snack nor a traditional senbei, Tsumamidane has carved out its own niche in the market. In this article, we explore the reasons behind its creation, its development background, and why it resonates with so many consumers today.

The launch of “Tsumamidane” was a response to evolving consumer needs in the Japanese snack market.

Since the late 2000s, the trend of enjoying low-alcohol beverages such as beer and canned chuhai at home has grown significantly. This shift brought a new demand: consumers wanted snacks that could be enjoyed casually at home, without the formality of a full meal or traditional dishes.

However, the conventional otsumami market at that time was dominated by a narrow selection of dry snacks—items like dried squid, peanuts, and the classic kaki no tane. There was growing feedback from consumers looking for more variety, smaller portions, and more diverse flavors and textures.

Kameda responded to this call with a new concept: “Tsumamidane,” an assortment pack of bite-sized snacks, allowing consumers to enjoy multiple flavors and textures in one sitting. It redefined the idea of otsumami by offering a “snack tasting experience” in convenient portions.

Kameda no Tsumamidane (10-item Mix)

This mix is designed to pair perfectly with alcohol and evening relaxation. It contains ten different types of snacks, offering a wide range of flavors, including spicy, salty, and umami-rich options. The contents include:

• Kaki no Tane: Spicy soy-sauce flavored rice crackers, a signature item of Kameda.
• Nori-wrapped Arare: Soy-flavored rice crackers wrapped in roasted seaweed.
• Black Soybean Arare: Crackers blended with fragrant roasted black soybeans.
• Shrimp Senbei: Light, crisp crackers with shrimp flavor.
• Cheese Snack: A creamy, mild cheese-flavored bite, adding a Western twist.
• Wasabi-flavored Snack: A sharp, pungent wasabi flavor that appeals to adults.
• Curry-flavored Arare: Savory crackers with aromatic curry seasoning.
• Mini Fish Crackers: Crunchy rice crackers mixed with tiny dried fish.
• Western-style Cracker: A crispy snack offering a different texture and flavor tone.
• Peanuts: Lightly salted, acting as a balance point to the richer flavors.

Gogo no Tsumamidane (7-item Mix)

This version is designed for afternoon tea breaks or non-alcoholic moments. Its flavor profile is gentler, leaning toward sweet and savory elements. The contents include:

• Brown Sugar & Cinnamon Fried Senbei: Made with Okinawan brown sugar and subtly spiced with cinnamon.
• Cream-filled Cocoa Biscuit: A sweet Western-style treat.
• Honey & Camembert Arare: A combination of creamy cheese and mild honey sweetness.
• Plain Biscuit: Lightly sweetened, suitable for pairing with tea or coffee.
• Sugar Butter Snack: A buttery-flavored rice snack with sugar coating.
• Roasted Almond: Crunchy and fragrant, offering a nutty contrast.
• Salt & Cheese Snack: A savory snack that complements the sweeter elements.

Tsumamidane’s popularity is rooted in its alignment with key consumer trends:

• Variety and Experience: Modern consumers want to enjoy different flavors in one product. Tsumamidane offers contrast, surprise, and discovery in every bite.
• Portion Control and Convenience: Each pack contains individually wrapped mini-bags, helping with portion management and convenience for on-the-go snacking or sharing.
• Scene-Based Design: The lineup is tailored to different moments—one for relaxing with drinks at night, and another for enjoying quiet moments in the afternoon.

It is not just a snack. It is an experience carefully designed to fit into people’s lifestyles.

Kameda no Tsumamidane exemplifies how traditional snack elements can be reimagined for today’s consumer. With thoughtful attention to taste variety, pack format, and usage scenes, the product reflects a modern shift in how snacks are consumed in Japan.

Whether it’s part of a casual evening drink or a comforting tea break, Tsumamidane continues to evolve while staying true to its mission: to deliver small delights in every bite.