Yamasa Soy Sauce has announced its initiatives for the second half of fiscal 2026, from July through December. While revising prices for certain products delivered from October 1, the company will continue to “take on challenges” even in a difficult environment, including through the August 17 launch of a new household product, “Umami no Itteki: Five Carefully Selected Dashi Stocks.” This was emphasized by Koichi Hamaguchi, Director and General Manager of the Marketing Department, Sales Headquarters, at a new-product presentation held in Tokyo on July 15.
At the presentation, the company reported on conditions in the first half of the year, from January through June. First-half sales remained above the previous year’s level. Although June was challenging due to weather-related factors, cumulative first-half sales increased for both soy sauce and food products.
In household soy sauce, the “Sendo Seikatsu” freshness-focused series performed steadily. Within the series, the 300-milliliter freshness bottle and “Reduced-Salt Soy Sauce” showed growth. Regarding the 300-milliliter format, Director Hamaguchi said: “As household size declines, it is being accepted as a ‘just-right size’ that can be used both for dipping and pouring, as well as for cooking.”
Regarding reduced-salt soy sauce, he said: “Against the backdrop of growing health consciousness, the value of health without having to sacrifice deliciousness, which we have proposed for many years, is taking hold.”
Among household food products, “Papatto Chanto Kore! Uma!! Tsuyu” performed well. The company resumed television commercials in the autumn of 2025 and began airing commercials featuring actor Tomoya Nakamura in April. As a result of strengthening its appeal particularly to younger consumers and young families, “the number of new purchasers has increased, and there has also been a movement toward repurchase among customers who had stopped buying the product, leading to definite results,” he said.
At the new-product presentation, the company also announced its second-half initiatives. Throughout the summer demand season for cold noodles, it will strengthen proposals for straight noodle sauces, particularly its key products “Somen Senka,” “Zaru Soba Senka,” and “Gomadare Senka,” aiming to capture demand.
Regarding the price revisions, Hamaguchi said: “We will be asking customers to bear a burden, but we ask for their understanding that this is a necessary decision in order to deliver safe, reliable, high-quality products on a stable basis.” At the same time, he added: “It is precisely because of this environment that we must not lose our willingness to take on challenges. As one such challenge, we will launch ‘Umami no Itteki: Five Carefully Selected Dashi Stocks.’”
“Umami no Itteki: Five Carefully Selected Dashi Stocks” uses a 300-milliliter freshness bottle and is a high-value-added product specialized for use as a pour-over condiment. The company emphasized: “Even as the soy sauce market matures, we want to create new usage opportunities for customers and help revitalize the market.” Looking ahead, it added: “Without changing our fundamental commitment to contributing to the dining table through deliciousness, we want to provide products of value.”
