When introducing natto to overseas markets, its distinctive stickiness and aroma can become barriers for first-time consumers, making ease of use and approachability important product features.
At FOOD TAIPEI MEGA SHOWS, Kawaguchi Natto Co., Ltd. introduced dried natto produced using freeze-drying technology. By drying ordinary sticky natto, the product offers a crispy texture while reducing the stickiness and strong smell commonly associated with natto.
The product can be sprinkled on salads, pizza, pasta, and other dishes as a topping. It was presented as an accessible way for overseas consumers to try natto, a traditional Japanese food often positioned as a superfood.
Based in Kurihara City, Miyagi Prefecture, the company manufactures natto products made with domestic soybeans and also develops processed natto products such as freeze-dried natto, proposing new ways to enjoy this traditional Japanese fermented food.
Challenges addressed
Target customers
FAQ
How is dried natto different from regular natto?
How can dried natto be used?
Is it suitable for overseas market proposals?
View video transcript
Today, I’ve brought this dried natto.
This natto is made by freeze-drying regular sticky natto.
As you can see, it’s crispy.
It has no smell or stickiness, and it’s like cereal. You can sprinkle it on salads, pizza, pasta, and all sorts of other things.
Many people can’t eat natto because of its smell and stickiness, even though it’s healthy.
But with this natto, even people from overseas trying it for the first time can enjoy this Japanese superfood.
We’ll have samples to try, so we look forward to your visit.
Thank you.
Contact the company
Kawaguchi Natto Co., Ltd.
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