NIPPN Launched 13 new household grocery products for Fall/Winter 2025 on August 20, followed by 6 new frozen food items and 8 renewed items on September 1. Amid a growing polarization of consumer needs, driven by both frugality and premium preferences, the company has lined up products that focus on delivering “noticeable delicious taste.”
At the new product presentation, Ryo Ikeo, Executive Officer, head of the Home Food Business Division, stated: “(In the situation of rice shortage) demand for pasta is growing rapidly. In particular, the ‘Oh’my Premium’ line, which has emphasized deliciousness, is driving growth and is steadily becoming a trusted brand. The number of consumers seeking great taste in pasta is definitely increasing, and we believe the value of deliciousness is spreading beyond serving as just a substitute staple food,” he reflected, looking back on the company’s master brand strategy efforts to date.
From the ‘Oh’my Premium’ line, “Shigoku no” (supreme) series which offers top-tier taste, the company released a new product, “Shigoku no Shrimp Bisque Soup Pasta” (300g), along with renewed versions of “Shigoku no Bolognese” (300g), “Shigoku no Tarako (cod roe)” (290g), “Shigoku no Crab Tomato Cream” (300g), and “Shigoku no Carbonara” (300g). From the regular ‘Oh’my Premium’ series, the “Umi no Sachi (seafood) Pescatore” (280g) has been renewed, and a new “Japanese-style Soy Sauce Shrimp and Bacon” (270g) has been added to the lineup. In addition, the “Clam Chowder Soup Pasta” (300g), launched in last year’s Fall/Winter season, has been improved and reintroduced as a limited-time, approximately six-month product.
In its top-share one-plate frozen foods, the company has expanded the “Yokubari Series” with a Korean plate. Responding to the rising popularity of Korean cuisine, they released the “NIPPN Yokubari Plate Yangnyeom Chicken & Umakara (umami and spicy) Bibimbap with Four Ingredients” (300g), offering an authentic taste experience.
In groceries, the “Densetsu no (legendary) Karaage Flour” series has undergone improvements. The packaging visuals have also been refreshed, highlighting the freshly fried taste and a more vivid appearance. Under the overall development theme of “pursuing a truly noticeable delicious taste,” NIPPN has rebranded its “NIPPN Amani (flaxseed) Oil Dressing” as “NIPPN Delicious Amani Oil Dressing.” The series includes “Japanese-style Uma Tamanegi (savory onion),” “Baisen Goma” (roasted sesame), “Kuro Zu Tamanegi” (black vinegar onion) and “Western-style Uma Tamanegi,” available in 150 ml and 300 ml bottles (the “Western-style Uma Tamanegi” only in 150 ml). These products highlight not only the health functionality of flaxseed oil but also the delicious flavor as dressings. For new product sales, NIPPN is targeting 700 million yen in groceries and 2 billion yen in frozen foods.
