Rice cracker manufacturers are increasingly moving into overseas markets. The background is that rice crackers are attracting attention abroad as gluten-free snacks and are perceived as healthy. Companies are steadily advancing their efforts with an eye on large, populous markets.
Kameda Seika acquired all shares of TH FOODS, INC. (THF), North America’s only large-scale rice cracker manufacturer, in June last year, making it a wholly owned subsidiary as part of its effort to develop its overseas business into a major pillar alongside its domestic rice cracker business. For 35 years, THF has focused on thin-baked gluten-free crackers as a brand. Going forward, it plans to expand into other categories, including “Happy Turn” and “Kameda no Kaki no Tane.” A product similar to “Kotsubukko,” currently being test-marketed in North America, is reportedly receiving favorable reviews.
President Masanori Takagi said, “Kameda Seika has expertise in rice crackers cultivated over many years and possesses numerous technologies for manufacturing products in categories other than thin-baked crackers, such as soft rice crackers and fried rice crackers. Rather than bringing Japanese products over unchanged, we will develop products adapted to American tastes for local consumers. Our project team is currently testing products that can adapt easily to the North American market.”
Sanko Seika also appears to be focusing on overseas markets.
Iwatuka Seika is working to build a track record with the large-size “Teriyaki” version of “BEIKA MOCHI,” which has been sold at a major U.S. retail chain since February, and to use that success to expand into other outlets.
Taiga Kuriyama, President of Kuriyama Beika, said of overseas markets, “We are not pursuing anything concrete at this point, but we view them as attractive markets.”
Echigo Seika is developing “Funwari Meijin” and “Niigata no Hoshi” overseas. Chairman of the Board Ichiro Hoshino said of North America, “Starting this year, placement with a new distribution company has been decided, and we will renew our efforts. We want our products to be sold not only in Japanese supermarkets, but also in supermarkets used by local people.”
Kingodo Seika is exploring demand trends and is taking measures such as extending the best-before dates of certain export products.
Shinichiro Honda, President of Honda Seika, said of overseas markets, “Although volumes remain small, they are expanding steadily. In existing areas, we have built relationships with customers centered on Hong Kong and Taiwan, and our products are being sold steadily. We have also been able to add two new countries, and have recently begun exports. Overseas, the image of ‘rice crackers = healthy’ is fairly well established, and we see potential. We would therefore like to expand our business much further going forward.”
