Kabaya Foods launched the bar-type gummy “Tough Gummy BAR” from its gummy brand “TOUGH GUMMY” on October 20, aiming to break into the nutrition bar aisles stocked with cereal, chocolate, protein, and soy bars.
In an interview on October 27, Ikumi Aradono, Section Chief of the Gummy Division in the Brand Planning Department at the Brand Marketing Headquarters, stated, “Our main goal is to attract gummy non-users who have yet to try ‘Tough Gummy.’ We considered how to expand beyond the gummy aisle by leveraging the addictive high elasticity that is the charm of ‘Tough Gummy.’”
This led to focusing on the nutrition bar aisles.
“The act of tearing apart high-elasticity gummy by chewing is an eating experience that current nutrition bars on the market can’t easily replicate. Targeting users of various nutrition bars mentioned above, we aim to propose new value to them,” she emphasized.
The lineup consists of two flavors: “Cola & Soda” and “Grape & Muscat.”
Both are shaped for easy one-handed eating, positioned to satisfy hunger during work breaks, housework, studying, or gaming—supporting those who want to push through or concentrate despite limited time for meals.
Each gummy bar weighs 40g. To provide substantial chewiness and prevent boredom until the end, it incorporates two flavors in one bar.
“When shaping it into a 40g bar, we were extremely particular about maintaining the same high elasticity as standard ‘Tough Gummy’—this was a major challenge. We had the development team adjust drying and packaging conditions, moisture levels, and more,” she reflected.
For communication, with the belief that “the appeal of ‘Tough Gummy BAR’ won’t come across without actually tearing it apart with your teeth,” the company is running web CMs and other promotions to encourage trials.
Convenience stores have adopted it, but a challenge is getting distributors to understand and accept it as a product for nutrition bar aisles rather than gummy or confectionery sections.
“It’s only been about a week since launch, so initial trends aren’t clear yet, but we see it as a product we can continuously improve based on reviews and identified issues,” she expressed with enthusiasm.
