Sales of Seven & i Holdings’ private brand “Seven The Price” doubled in the previous fiscal year ended on February, and for this fiscal year (March–August) they remain strong with an increase of about 50%.
The development concept is to balance “reliable quality” with “affordable pricing.” Primarily sold at food supermarkets like Ito-Yokado, the brand is outperforming its initial plan (approx. 20% increase) as consumer awareness of cost-saving grows amid rising prices. From late August, 19 new products such as dried bonito flakes and canned tuna are released in sequence, along with 9 portion-increase campaigns for items like frozen broccoli. These efforts meet the growing consumer demand for cost performance.
“Seven The Price” achieves low prices through simplified packaging design, streamlined logistics, and a focus on simple product development. Launched in FY2021 with 11 items, it has expanded lineup mainly in frequently purchased categories. With the latest additions, the lineup now consists of about 270 items (as of the end of August 2025), with a plan to reach 300 by the end of this fiscal year.
At the press conference held on August 25, Satoshi Nakamur, Executive Officer and Head of Sales Planning Department said, “We will continue to expand our assortment while researching the needs of ‘Seven The Price’ customers.” Recent top-selling items include “Blueberries” (645 yen including tax), “Sliced Roast Ham” (321 yen including tax), and “5-Slice Bread” (105 yen including tax).
The new items rolling out from late August are available at 196 stores, including Ito-Yokado and York. “Seven The Price Hana Katsuo (dried bonito flakes)” achieved cost reductions by managing everything from sourcing fresh bonito to final product in-house. 80g, 298 yen (excluding tax).
“Seven The Price Light Tuna Flake in Bonito Oil” strikes the balance between quality and low price by making full use of Seven & i Group’s scale advantage. 70g × 6, 498 yen.
For the increased portion campaign, best-selling frozen foods such as “Broccoli” are being expanded from 600g to 700g (498 yen excluding tax), and “Cut Spinach” from 500g to 600g (398 yen).
