TableMark is focusing on sales of frozen udon with toppings in North America. It has developed three new national-brand (NB) products: “Shrimp Tempura Udon,” “Teriyaki Udon,” and “Brothless Curry Udon.” The company exhibited them at the Summer Fancy Food Show, a food exhibition held in New York, United States, beginning June 28, where the noodles received high praise for their firm, chewy texture and authenticity. As Japanese food grows in popularity overseas, the company, which holds a Guinness-certified world record for frozen-noodle sales, is taking on the challenge of developing new markets.
According to Takeshi Akeda, the executive officer responsible for overseas operations, TableMark exports frozen foods to North America and Asia, with the United States accounting for more than half of those exports. The U.S. prepared frozen-food market is estimated at approximately ¥3 trillion, of which Asian foods, including Chinese, Korean, and Japanese foods, account for approximately ¥300 billion.
According to the company, there are currently no authentic udon products in the U.S. frozen-food market. While the number of specialty ramen restaurants has grown to more than 1,500, there are only around 50 specialty udon restaurants, indicating that the market is still in its early stages.
Akeda emphasized: “We see these frozen udon products not simply as product exports, but as an initiative to introduce and establish the food culture and values we have cultivated in Japan in ways that suit local customers’ preferences and everyday eating occasions.”
The development concept for the new products is “True Japanese Quality, Ready in Minutes.” Drawing on product-development technologies cultivated in Japan over more than 50 years, the company has made it possible to enjoy authentic-quality udon with toppings after just a few minutes of microwave cooking.
“Shrimp Tempura Udon” (261 g) is an authentic offering reminiscent of Japanese udon restaurants.
“Teriyaki Udon” (305 g) delivers the sweet-and-savory flavor of teriyaki familiar to consumers in the United States. “Brothless Curry Udon” (304 g) was developed under the supervision of Curry House CoCo Ichibanya, recreating the flavor of Japanese-style curry.
Looking ahead, Akeda said: “Sales have just begun at Asian supermarkets. We will work to have the products stocked by local supermarkets as well.” In addition to business trips from Japan, the company has stationed a representative in Dallas to support its sales operations.
