Market Brief Japan : Food Processing Sector - Western Bakery

Foreign Agricultural Service

GAIN ReportGlobal Agriculture Information Network

Approved by: Date:07/29/99

Sarah D. Hanson GAIN Report #JA9091

U.S. Embassy

Market Brief

Japan : Food Processing Sector - Western Bakery

Products

Company Profiles

This report was prepared by the USDA’s Foreign Agricultural Service for U.S. exporters offood and agricultural products. This information is in the public domain and may be reprintedwithout permission. Use of commercial or trade names does not imply approval nor constituteendorsement by USDA/FAS.

Tokyo[JA1], JA

GAIN Report #JA9091 Page 1 of 23

UNCLASSIFIED Foreign Agricultural Service/USDA

Western Bakery Products, Product Sector(s) Bourbon Corp. Company NameConfectionery, Snack Food, New Age Beverages

1,315 Number Of Employees 4-2-14, Matsunami, Kashiwazaki City Address 8 Number of Factories Niigata 945-0011

Overseas Contact 0257-22-2005Fax Number 0257-23-2333 Phone Number

Email http://www.bourbon.co.jp/ Web Page Address Kazuhiro Ohtake, Managing Director, Marketing Division Contact Person

Main Suppliers Sales and Net ProfitsNet ProfitsSales (Mil. \)Year

Fuji Oil Co., Ltd., Dai Nippon Printing Co., Ltd., Toshoku, 37191,2851995 Mitsubishi Corp., Mitsui & Co., Ltd.35085,4001996

36585,6891997

Company Profile and Strategies% of Total Key Products

Second-tier confectionery manufacturer with cookies and 66Confectionaries biscuits as mainstay.31Rice Cookies, etc.

3Drinks, Foodstuffs, Others Recently branched out into other edible items, such as chocolates. It is a comprehensive producer of sweets.

Petite cookies line turning into \10 billion yen business.

Marketing strategy targets female consumers. Main Brands

Bourbon has set up network of over 100 business offices Confectionery: Puchi Series (cookies and crackers), First Fashion Foods Series nationwide and salesmen regularly visit client stores. Keitai Choco Series (Kakao Power, Petit Bit), Ice Mint (gum), Communicase (gum)

Bakery Products: Lady Bake Series, Take Pack Series, Milneige, Chocolate Tarte Snack Foods: Mixed Peas, Potelka Chips, Ebi Cheese, Ebi Snack, My Melody Series Beverages: Sararacha (canned and bottled tea), Dewa and Ion Water Main Ingredients

Flour, milk and dairy products, eggs, sugar, flour, tea leaves, potatoes, shrimp, seaweed, cocoa, chocolate, mint, sesame, strawberry flavoring, xylitol, vitamin C supplement



New Age Beverages, Western Product Sector(s) Doutor Coffee, Co., Ltd. Company NameBakery Products 600 Number Of Employees 3-17-7, Shibaura, Minato-ku Address 1 Number of Factories Minato-ku, Tokyo 108-0023


[email protected] Email http://www.doutor.co.jp/ Web Page Address Kazuhiro Osato, Manager PR Dept. Contact Person Phone: 03-5440-7123 Fax: 03-5440-7127


Meiji Milk Products Co., Ltd., Wataru, Takizawa Ham Co., Ltd.----199595826,927199693730,5081997


Chain operator of coffee shops with low-priced menu. Majority 36Retail of shops are operated under franchise chain system. 59Wholesale

5Royalties, etc. Active in Tokyo metropolitan area.

Also advancing into new lines of operations, such as restaurants, bars, spaghetti houses, etc.

Company has a strategy to expand shops to new types of locations. Main Brands

Doutor is always trying to introduce new products in the market Doutor Coffee to meet the ever-changing demand of Japanese customers.

Doutor shops also sell a variety of sandwiches, Belgian waffles and muffins. Main Ingredients

Coffee beans, dairy products, sugar



Western Bakery Products, Product Sector(s) First Baking Co., Ltd. Company NameConfectionery 1,368 Number Of Employees 2-18-2, Higashi-Rokugo, Ohta-ku Address 9 Number of Factories Tokyo 144-8558


Daiichiya-Love's Bakery Inc. Email 911 Middle St., Honolulu, HI 96816 Web Page Address Tel: 808-737-5561 Yoshio Sekiguchi, Director, Production Division Contact Person

Main Suppliers Sales and Net Profits Showa Sangyo Co., Ltd., Nissho Iwai Corp., Net ProfitsSales (Mil. \)Year Warabeya Nichiyo Co., Ltd., Miyoshi Oil & Fat Co., Ltd.5044,8391995 Miyuki shoji, Osaka Shokuryo Oroshi, Otowa Sangyo, (81)43,6131996 Matsuda Sangyo Co., Ltd., Yodogawa Kako Insatsu(1,176)42,2441997 Tokyo Kaneka Shokuhin Hanbai Company Profile and Strategies% of Total Key Products

Major bakery in the Kanto area.17Breads54Pastries

Bread sales are doing poorly. Seeking to diversify into Japanese 4Western Cakes and Western cakes.8Japanese Cakes

3Cooked Rice Introduced line of eleven "Pocket Monster" products.12Purchased Foods

2Others Confectionery subsidiary is performing well.

Recently expanded its business to health food. Company's new Main Brands product includes "Quick Balance Arrange" which adds nutrition to western bakery products. Daiichi Pikachu no Pikkari Mushi Cake, Daiichi Pokemon Fuwafuwa Cup Cake,

Pokemon Nakayoshi Doughnut, Manjufukashi-pan, First Baking has started to use organic red beans (azuki) for their Japanese azuki bread (anpan).

Main Ingredients

Flour, wheat, yeast, soybeans, creams, eggs, baking oils, pre-mixes, sugar



Western Bakery Products Product Sector(s) Fuji Flour Milling Co., Ltd. Company Name

196 Number Of Employees 3-1-18, Seikai Address 2 Number of Factories Shimizu City

Overseas Contact Shizuoka 424-0924 0543-35-6463Fax Number 0543-34-2311 Phone Number

[email protected] Email http://www.gkb.co.jp/fujiseifun/ Web Page Address Yoshiaki Sugita, Flour and Food Products Manager Contact Person Tel: 054-261-1005


Shizuoka Shokuryoku Jimusho, Tokai Denpun, Toshoku9513,42419956612,92119962512,8221997


Medium-sized flour milling company affliated to Sankyo Corp.52Flour26Foodstuffs

Produces wheat flour based animal and fish feeds. Company 19Fish Feeds is recently diversifying into peripheral food products, including3Others dry noodles.

Wheat flour, foodstuffs and fish culture feeds showing small growth. Some materials costs are increasing.

Introducing new product lines which include western selections Main Brands such as pancake mixes.

Noodles: Tokusenhin Series (Shizuoka-chasoba, Inamura-udon, Chohiyamugi Sinshutororo-soba) Pancakes: Haimix 600

Main Ingredients

Wheat, starch, yeast, green tea



Confectionery, Western Bakery Product Sector(s) Fujiya Co., Ltd. Company NameProducts, 2,091 Number Of Employees 7-2-17, Ginza Address 9 Number of Factories Chuo-ku, Tokyo 104-8181


Fujisun USA, Inc. [email protected] Email One Embarcadero Center http://www.fujiya-peko.co.jp/ Web Page Address San Francisco CA 94111 Akihiko Sato, Marketing Division Director Contact Person Tel: 415-398-3338 Fax: 415-398-6893 Main Suppliers Sales and Net Profits

Net ProfitsSales (Mil. \)Year Nissho Iwai Corp., Toyo Seikan Kaisha, Ltd., Yamato Seikan,(7,786)113,1761995 Toppan Printing Co., Ltd., Dai Nippon Printing Co., Ltd.1,011106,5611996

113102,8031997


One of the five largest confectioners in Japan, particularly strong 46Wholesale in candies. Operates Western cake shops and restaurants under 52Retail direct and franchise management.2Others

Has joint-ventures with Nestle Corp. for confectionary and Baskin-Robbins for ice cream chain. Company is expanding retail store and restaurant chains.

Fujiya is experiencing rapid growth in character goods and new products. Merchandise and restaurant sales are struggling. Main Brands

Chocolate: Anpanman Chocolate and Biscuits, Peco Peco Chocolate, Milky, Roco, Beverage and overall sales are falling. Good Almond and Peanuts Chocolate, Chocolate Pencil, Look Chocolate, My Melody

Candy: Mr. Friendly Candy, Maple, My Melody Candy and Gum, Anpanman Mini Mini Fujiya promotional characters Peko-chan and Poko-chan have Cookies: Peco-chan, Home Pie, Cheese Pie, Twist Pie, Country Mom, Biscuitino become well-known throughout Japan. Drinks: Lemon Squash, Lemon Kasshu, Shiromomosu Kasshu, Nectar, Nomu Yogurt

Main Ingredients

Milk and dairy products, lemon, orange, banana, peach, flour, sugar, vanilla and other flavorings.



Confectionery, Western Bakery Product Sector(s) Lotte Co., Ltd Company NameProducts, Health & Functional Food 2,100 Number Of Employees 3-20-1, Nishi-Shinjuku Address 6 Number of Factories Shinjuku-ku, Tokyo 103-0023


Lotte U. S. A. Inc. Email 5423 Wayne Rd. Battle Creek, MI 49015 http://www.lotte.co.kr Web Page Address Tel: 616-963-6664 Mr. Takano, Public Relations Dept. Contact Person Fax: 616-963-6695 Tel: 03-5388-5617 Fax: 03:3378-6199


Mitsubishi Corp., Mitsui & Co., Ltd., ----1995 Hasegawa Koryo, Dai Nippon Printing Co., Ltd.--231,5001996

----1997

Company Profile and Strategies% of Total Key Products Lotte is the largest confectionery manufacturer in Japan. Lotte holds two-thirds of the chewing gum market, and within that, 90%--Chewing Gum of the market of stick gum. Company headquarters in is Korea.--Chocolate --Cake Lotte also operates the Lotteria chain of fast food restaurants in --Candy Japan. --Ice Cream

--Sugarless Chocolate Lotte was first established in Japan in 1948 as manufacturer of chewing gum. In 1964, Lotte Japan expanded its product line to include chocolate and other confectionery products.

Main Brands Lotte is always on the lookout for new opportunities for long term investment in existing fields of activity as well as new business Cool Mint Gum, Green Gum, Ghana Milk Chocolate, Crunky Chocolate by maintaining /improving its market positions through continual Koume, Welch's gummi, (Candy), Crunky Biscuits, Chococi (biscuits) Ice Cream improvement in production, distribution and service. Guava C, Mandarin, Sweetie (soft drinks), Villa Rica (canned coffee)

Lotte builds market share by focusing on excellence in every stage Main Ingredients of the production process. Lotte uses the finest raw material and Xylitol, chocolate, raw milk, butter, sugar, gelatin, flavorings (erythritol and talinose), ingredients to ensure the quality and new packaging materials are frozen fruit (including strawberries and peach), almonds, cashew nuts, tested for suitability and consumer acceptance. fruit juice and concentrates (guava, orange, grapefruit and lime), roasted coffee.



Confectionery, Snacks Food, Product Sector(s) Morinaga & Co., Ltd. Company Name New Age Beverages, Western Bakery Products

2,345 Number Of Employees 5-33-1 Shiba, Minato-ku, Address 5 Number of Factories Tokyo 108-8403

Overseas Contact Morinaga U.S.A. Office (03) 3769-1809Fax Number (03) 3456-0134 Phone Number 10100 Santa Monica Blvd Suite, 705 Email Los Angeles, CA 90067 http://www.morinaga.co.jp Web Page Address Tel: (310) 230-8078 Fax: (301) 203-0915 Hisashi Kawahara, General Manager, Confectionery Dept. Contact Person

Fax: 03-3769-6129 Phone: 03-3456-0112 Main Suppliers Sales and Net Profits

Net ProfitsSales (Mil. \)Year Hokuren, Takarazuka Shokuhin, Yokohama Nyugyo, Toyo Nyugyo(-)1,217 155,4171995

(-)2,791155,9721996(-)2,152150,4601997


Established in 1899, Morinaga is leading manufacturer of 60Confectionery confectionery and snack foods and has been a pioneer in 23Foodstuffs bringing Western-style confectioneries into the Japanese market.14Chilled Desserts

3Others Cocoa sales, with Morinaga having the largest share in Japan, have increased as a result of a strong campaign to highlight its benefits to health-conscious consumers.

Morinaga puts an effort into constantly creating new demand in the market. Involved in restaurant operations thru subsidiaries. Main Brands Beverage sales are falling, but "Weider in Jelly" is driving Confectionery: Hi-Soft Caramels, Choco ball Chocolate, Hi-Chew Candy. food growth. Ice cream operations are also breaking even after Beverages: Cocoa Drink, Ryokucha, Amazake. Food Stuffs: Pancake mix after long deficits. Frozen Dessert: Ice Box, Ice Guy, Choco Monaka Jumbo.

Health Food: Wieder In Jelly Morinaga has been exporting to Asian countries and the US. Main Ingredients The company carries out direct importing not only of products but also of carefully selected raw materials for use in Morinaga Sugar, brown sugar, cocoa, flour, amino acids and protein supplements, vitamin products. Morinaga is active in introducing overseas technology supplements, corn syrup, starches, milk and cheese products. and selling contracted products in the Japanese market.



Western Bakery Products, Product Sector(s) Morozoff, Ltd. Company NameConfectionery 879 Number Of Employees 6-11-19, Mikage-Honcho, Higashi-Nadaku Address 10 Number of Factories Kobe 658-0046


Email Web Page Address

Kazushi Watanabe, Director of Production Division Contact Person


Sakai Printing Co., Ltd., Fujisan Shokai, Osaka Seikan, (889)27,6951995 Isaka Unyu, Shintani(551)28,8271996

(2,798)28,0341997


Kobe based manufacturer of chocolates and Western cakes.17Chocolates3Candies

Products sold through company run sales outlets and 22Cookies direct sales to department stores. Also operates coffee shops 49Cakes and restaurants. 9Frozen Confectionary

Expanding into Tokyo metropolitan area.

Main Brands

Premium Chocolate Selection, Whisky Bonbon, Kingureto (chocolate•j Fancy Candy, Jewelry Drop (candy•j, Arukadea, Odetto, Tea Break (baked candies) Fancy Dessert, Cheese Cake, Custard Pudding

Main Ingredients

Chocolate, cream cheese, gelatin, frozen and fresh fruit (strawberries, blueberries), butter, cream, sugar.



Confectionery, Western Bakery Product Sector(s) Nagasakiya Co., Ltd. Company NameProducts548 Number Of Employees 328, Sashimono-cho, Ebisugawa-Noboru, Address 4 Number of Factories Kawaramachidori, Chukyo-ku

Overseas Contact Kyoto 604-0903

075-231-5393Fax Number 075-231-5366 Phone Number Email Web Page Address

Takenari Takahashi, General Manager, Marketing Dept. Contact Person


Dai Nippon Printing Co., Ltd., Snow Brand Milk Products (57)12,5061995(956)12,2371996

(2,865)11,2421997


Medium-sized confectioner, wholesaling candies and chewing 38Confectionaries, Castella Cakes gum for children. Expanded business to chocolate and cookies. 57Chocolates, Candies

Restaurant & Coffee Shop Company also sells premium gift-purpose Western confectionery5 Operations through chain outlets in department stores.

"Castella" cake, a former mainline product, is now in decline. Overall sales have been hit hard by economic downturn in Japan.

Boosting sales through personnel acceptance from Snow Brand Main Brands Milk Products and Sakura Bank.

Two Ball Chocolate, Whisky Bonbon Chocolate, Castella Cakes, Pursuing sale and production of French style confectionery. Hello Kitty Chocolates, Super Mario Goods, Palais Friand Confectionery Series

Sweet Duria, Chocolate Crepe, Michell Chocolate, Grand Coeur, Fancy Gift Company is eager to expand overseas business. Salong

Main Ingredients

Cocoa, sugar, milk and dairy products, butter and butter flavorings, dried fruits and nuts, fruit flavorings (strawberry, lemon, cranberry, grapefruit, mango), puffed rice



Retort Pouch, Western Bakery Product Sector(s) Nagatanien Co., Ltd. Company NameProducts, Soup 804 Number Of Employees 2-36-1, Nishi-Shinbashi, Address 3 Number of Factories Minato-ku, Tokyo 105-8448


Email http://www.nagatanien.co.jp/ Web Page Address Yasushi Ohno, Director of Marketing Division Contact Person


Dai Nippon Printing Co., Ltd., Toppan Printing Co., Ltd.66152,5821995 Sanflex82453,9871996

90461,0451997


Top manufacturer of Japanese-style instant foods, including •JOchazuke•J & •JFurikake•J "ochazuke" flavoring mixes. Excels in product development.38 Flavoring Mixes

31Cooked Foods Company is focusing sales on convenience stores and is23Soups expanding in Western and Chinese-style items, including pancake3Powdered Products mix, and spicy Chinese tofu flavoring mixes, as well as retort 5Others products.

Introduced product called "Pocket Monster," which is expected to show strong sales. Main Brands

Company profit at all-time high due to increased sales, low Retort: Pocket Monster, Wafu Mabo Dofu, Wafu Mabo Nasu (eggplant) material costs and streamlining. Instant Food: Ochazuke

Company introduced popular mabo tofu and eggplant retort pouch products in 1997. Main Ingredients

Soybeans, eggplant, Chinese spices, seaweed, dried salmon, dried plum, sesame Japanese seasonings, dried green onion, starches, flour.



Western Bakery Products Product Sector(s) Nichiryo Baking Co., Ltd. Company Name

1,197 Number Of Employees 18-5-1, Higashi-Ichijo, Tsukisamu Address 7 Number of Factories Toyohira-ku, Sapporo 062-8510



Yuji Amou, Manager, General Affairs, Tokyo Office Contact Person Tel: 0429-44-5111


Ishikawa, Mitsubishi Corp., Oriental Yeast Co., Ltd., Soma Shoji,45753,9631995 Sakurai Tsusho653,7481996

(211)52,0981997


Leading bread maker in Hokkaido region. Provides loaf and other 47Bread breads, Japanese & Western sweets and other related products.12Japanese Cakes

6Western Cakes Competition from Yamazaki Baking, the No.1 bread maker in 35Purchased Goods, Others Japan, in the Hokkaido market is affecting Nichiryo Baking, the No.1 bread maker in that region.

Most of the retail supermarket branches in Hokkaido, whose main chains have strong business relationships with Yamazaki Baking in the Honshu region, tend to switch their business deals with Main Brands Nichiryo to Yamazaki.

Truffle Chocolate Bread, Cheese Mushipan, Pudding fu Mushipan, Sales of "Cheese Mushipan", one of the main brands of Puree Choco Banana, Ringo no Danish, Nichiryo Baking, have dropped recently.

Because of these two developments, Nichiryo Baking's recurring Main Ingredients profit has decreased.

Flour, yeast, eggs, milk and dairy products, cocoa, apples, bananas Nichiryo is now trying to expand its business into other regions in Japan to offset declines in Hokkaido, especially in Kanto.



Health and Functional Food, Product Sector(s) Nippon Flour Mills Co., Ltd. Company Name Western Bakery Products, Frozen Food

1,422 Number Of Employees 5-27-5, Sendagaya, Shibuya-ku Address12 Number of Factories Tokyo 151-8537


Quality Naturally! Foods, Inc. Email 18830 E. San Jose Ave., City of Industry, CA 91748-1325 http://www.nippn.co.jp/ Web Page Address Tel: 818-964-1478 Kiichi Inazuki, General Manager, Frozen Foods Division Contact Person

Tel: 0422-51-9605


Food Agency of JAPAN, Mitsui & Co., Ltd., Itochu Corp., 4,096149,3251995 Nissho Iwai Corp., Tomen Corp.,1,815160,3861996

1,868165,2831997


Oldest and second largest flour miller in Japan. Expanding into54Flour Milling Div. processed foods and health foods to diversify business.43Foodstuff Div.

2Others Involved in bio-technology research and development.

Took over Ohmy Foods in 1990 to integrate pasta production and sales. Subsidiaries operate own restaurants.

Sales volume for wheat flour expected to show favorable rise but bran sales are shrinking. Food is continuing growth Main Brands led by new food items such as pasta.

Ohmy Pasta and Sauce, Tempura-Sakusaku-Makasete Flour, Mutenka Meatsauce Company spun off pasta division in April of 1998. Company Hello Kitty Macaroni, Sekai-no-pan Series, Olive oil, Frozen Doughnuts and Pie is also constructing plant to include frozen food processing Health Food Series: Blueberry Extract Pills, High Guts E, Kaiki-moguraku-bu facilities.

Main Ingredients Nippon Flour Mills has been implementing programs to reduce production and distribution costs to improve its cost Wheat, yeast, beef, blueberry extract, wheat and rice germ extract, licorice extract competitiveness. Company plans to continue efforts in this area. vegetable extracts, yeast extract, tomatoes, Italian spices, corn, olives.



Western Bakery Products Product Sector(s) Nisshin Flour Milling Co., Ltd. Company Name

2,554 Number Of Employees 1-25, Kanda-Nishikicho, Chiyoda-ku Address 13 Number of Factories Tokyo 101-8441

Overseas ContactFax Number 03-5282-6666 Phone Number

Specialty Orient Foods Inc. Email 30-40 38th St., Long Island City, NY 10583 Web Page Address Tel: 718-786-3721 Hiroshi Hasegawa, General Manager, Food Marketing Dept. Contact Person Main Suppliers Sales and Net Profits

Net ProfitsSales (Mil. \)Year Food Agency of JAPAN, Ishikawa, Mitsubishi Corp.5,374317,3881995

6,242337,89019966,410335,9871997

Company Profile and Strategies% of Total Key Products Largest Flour miller in Japan. Diversifying into general food manufacturing to deal with slow growth of flour products.49Flour Milling

16Mixed Feeds Nisshin Flour Milling Co. Ltd consists of 5 business groups.32Foodstuffs The main group is flour milling section, and the other four are 3Pharmaceuticals other foodstuff, feed, medicines and engineering. There are many affiliated companies in each group.

As for the international strategy, Nisshin started establishing their JVs and local companies from the 1980's and established locations in the U.S., Canada, Singapore, and Thailand not Main Brands (in household section) only as manufacturing facilities but also as sales points Violet, Flower, Kameriya, Tempurako, Kotsu no iranai Tempurako (tempura mix) in each country. Boosting imports of pasta from the U.S. and Karaageko (deep-fry mix), Bread Mix, Soft Panko (Bread crumbs), frozen food from the U.S. and Thailand. Disney Hot Cake Mix, Kurun Rare Cheesecake (dessert mix)

Ma Maa (pasta, pasta sauce, gratin, ready-made-pasta), De Cecco (pasta, olive oil) As for the domestic strategy, Nisshin's strength is that it has Ao no Dokutsu (pasta, pasta sauce, olive oil, salad dressing, canned whole tomatoes) various R&D facilities and strong marketing section Main Ingredients under its direct control. They are also expanding their business Wheat, seasonings, sugar, cocoa, egg, tomato, mushroom, salmon, red pepper, into health food market and food service. beef, pork, spinach, olive, corn, garlic, clam, cheese, parsley, squid, cod roe,

bacon, basil



Western Bakery Products, Product Sector(s) Nissin Cisco Co., Ltd. Company NameConfectionery 400 Number Of Employees 80, Ishizukita-Machi, Sakai-City Address 2 Number of Factories Osaka 590-0823



Naoki Sasaki, Marketing Dept. Contact Person Phone: 03-3883-1831 Fax: 03-3860-1043


Mitsubishi Corp., Toppan Printing Co., Ltd.,----1995 Dai Nippon Printing Co., Ltd., Union Shoji----1996

----1997


Medium sized biscuit and chocolate manufacturer.50Biscuit, Cookie40Cereal

Slight growth in ingredients procurement. Company is concerned 10Chocolate about the rising price of ingredients for future imports.

Company is reducing selection of product items and continues to import ingredients. It has been affected by pricing of ingredients due to the weakening of yen.

Main Brands Company's exports have been decreasing.

Coconut Sable, Shittori Cake Red Wine, Amaberu Rum Raisin Cake Launched new snack foods in 1998 which are called "coconut Ciscorn, Ultraman Corn Flake, Diet Ciscorn, Choco Flake, Mug Cereal, milk" and "green tea milk". Kokumotushugi, Tappuriseni, Snack UFO, Chicken Ramen Snack,

Crisp Cake Chocolate, Pokemon Snack (norishio, curry), Tamagocchi Snack Shinshu Successful in reducing calories in snack food by using coconut Main Ingredients milk and green tea. Coconut and green tea are recently popular as ice cream flavors, but they are very new for snack foods. Flour, sugar, corn, fat, milk, cocoa powder, almond, starch, raisin, nuts, salt

chocolate powder, powdered



Western Bakery Products Product Sector(s) Nitto Flour Milling Co., Ltd. Company Name

328 Number Of Employees 1-3-17, Shinkawa, Chuo-ku Address 3 Number of Factories Tokyo 104-0033

Overseas Contact 03-3553-7264Fax Number 03-35308781 Phone Number


Eisuke Okazawa, Director of Marketing Contact Person Tel:045-772-6891


The Food Agency of JAPAN, Mitsubishi Corp., Zenno33825,451199541126,380199642326,5611997

Company Profile and Strategies% of Total Key Products One of the leading 4 flour millers in Japan, affiliated with Mitsubishi Corporation.74Wheat Flour

4Bran Since the wheat market will be liberalized under the GATT UR 17Foodstuffs, Mixed Flour negotiations, flour millers are preparing for tougher competition 5Loading, Warehousing & Others in the flour market. Rationalization in manufacturing and distribution and strong marketing efforts will be needed.

Like other leading flour millers, Nitto is putting more effort into development of new products, such as pasta dough, pizza dough and high quality pre-mixes. Working with Mitsubishi Main Brands Corp., to develop positive sales method by holding seminars Soba Wakabacha Tea Bag, Akuseru series(E, C, Ca, EPA, B, Fe, ƒÀcarotene) to introduce their new products to consumers. Flour for factory use: Golden Night, Aka Night, Alps, White Feather, Men Ou,

Premix for factory use: Purange series, Household Products: 1kg Alps, 1.5kg Nitto Recently established a food development center with research Udon Flour, Nitto Tempura Flour, Unique Mix, Scone Mix, Cheese Cake Mix, Focaccia and manufacturing equipment for product development. Mix, Biscotti Mix, Alps Brands (Udon, Kishimen, Somen), Sayama no Chasoba Nitto will work on not only flour milling, but also pre-mixes and Main Ingredients any other products using flour, such as frozen foods.

Wheat, buckwheat, sugar, green tea Subsidiary runs Kentucky Fried Chicken chain of restaurants.



Western Bakery Products, Product Sector(s) Oriental Yeast Co., Ltd. Company NameHealth and Functional Food 691 Number Of Employees 3-6-10, Azusawa, Itabashi-ku Address 7 Number of Factories Tokyo 174-8505


Email http://www.oyc.co.jp/ Web Page Address

Contact Person

Main Suppliers Sales and Net Profits Shimaya Shoji, Hayashibara Shoji,Net ProfitsSales (Mil. \)Year Toshoku, Mitsubishi Corp., Nissin Flour Milling Co., Ltd., 47252,7681995 Hoko Fishing Co., Ltd. Miyoshi Oil & Fat Co., Ltd.31753,5711996 Kasho Co., Ltd., Snow Brand Milk Products Co., Ltd.37152,7921997

Company Profile and Strategies% of Total Key Products Ranks top in yeast market with its strong R&D ability in Japan. Affiliated to Nisshin Flour Milling. Half of sales are bread 73Foodstuffs materials like yeast and other additives. Oriental also provides 7Feedstuffs enzymes for reagents and antiserums in bio-related fields.20Biochemical Dept.

Company started with pure-cultured bakers yeast, then entered the biochemical area with coenzymes and others. Recently expanding its factory base and paying more attention to quality and sanitation control using HACCP.

Along with the change in manufacture and distribution of bread Main Brands increases of frozen dough usage is growing. Oriental Yeast provides five basic types of yeast for frozen dough, chilled Yeast: BY Kobo, WY Kobo, SY Kobo dough and non-sugar dough. Also recently developed some Quality improvement additives for bread: Dough Natural (W, S, SF) new products such as yeast to strengthen the smell of fresh Nutritional supplements: Eaz G, Eaz GO baked bread and yeast rich in minerals to go along with the health boom in Japan. Main Ingredients Company continues to develop new products to respond to Yeast, Vitamins and Nutritional Supplements consumer needs in a wide variety of areas such as bakery, confectionery, delicatessens and food industries.



Health and Functional Food, Frozen Product Sector(s) Showa Sangyo Co.,Ltd. Company Name Food, Retort Pouch, Western Bakery Products

1,433 Number Of Employees 2-2-1, Uchi-Kanda Address4 Number of Factories Chiyoda-ku, Tokyo 101-8521

Overseas Contact (03) 3257-2097Fax Number (03) 3257-2011 Phone Number

GranPac Foods Inc. Email 7124 North Marine Dr., Portland, OR http//www.showa-sangyo.co.jp Web Page Address Tel: 503-286-6548 Hiroshi Misawa, Manager of Frozen Foods Division Contact Person Fax: 503-286-7089 Tel: 048-726-0405 Main Suppliers Sales and Net Profits

Net ProfitsSales (Mil. \)Year Food Agency of JAPAN, Itochu Corp., Nissho Iwai Corp., 525133,8391995

172144,8401996(-)1,227145,1911997


Diversified food processor having strengths in flour milling, cooking24Flour Milling oil and feed. Primarily involved in commercial-use products, but29Oils and fats expanding household market. Easily swayed by shifts in 16Feedstuffs international grain market.11Dextrose

13Foodstuffs Operating frozen food business overseas. Most subsidiaries3Frozen Foods engaged in parent company's side businesses.4Others

Frozen food subsidiary in deficits, decreasing consolidated net profit. Main Brands

Aiming to increase productivity by cutting costs and improving Commercial Use: Tempura batter mix, deep-fry batter mix, spaghetti, macaroni product safety. Hopes to increase profits by focussing on foods Pre-mixes for bakeries, flours, wheat bran, dextrose with greater value added. Consumer Use: Tempura Flour Ogon, Okonomiyaki Flour Naniwa, Karaage Flour,

Taiyo no Ristorante, Okama ni Pon, Takoyaki, Teppan Yakisoba Has U.S. subsidiary, GranPac Foods, which produces frozen foods. Main Ingredients

In frozen food category, company produces popular Italian foods Wheat flour, sugar, oil, seasoning, soybeans, rapeseed, corn, brown rice, curorera, such as ravioli and cannelloni. Also produces frozen tempura. lecithin, primrose oil, chicken, beef, marine products, Italian herbs and spices



New Age Beverages, Frozen Food Product Sector(s) Snow Brand Food Co., Ltd. Company NameWestern Bakery Products 1,175 Number Of Employees 2-15-4, Nihonbashi, Kayabacho, Address 3 Number of Factories Chuo-ku, Tokyo 103-8203


Snow Brand America Inc. Email Suite 3580, 44 Montgomery Street http:// www.snowbrand.co.jp Web Page Address San Francisco, CA Yoshihiko Takezaki, Managing Director of Procurement Division Contact Person Tel: 415-677-0914 Fax: 415-677-0916 Tel: 0480-92-8291 Main Suppliers Sales and Net Profits

Net ProfitsSales (Mil. \)Year Sumikin Bussan Corp., Marubeni Corp., Itochu Corp., 344114,4241995 Kanematsu, Nomura Boeki203105,3751996 Snow Brand Milk Products Co., Ltd.167104,2091997


6th-ranked meat packer, affiliated with Snow Brand Milk Products.51Processed Meat Products33Meat

The company handles meat processed products, beverages, and9Foodstuffs canned goods; has tied up with Stokely-Van Camp (US) in sales of7Imported Food Materials "Gatorade" sports drinks. Stressing processed meat products for commercial use and development of food materials for restaurant.

Sales of meat products are gradually decreasing, on the other hand ham, sausages, and deli products are expanding. Snow Brand is Main Brands starting to supply food to hospitals.

Hot Cake Mix, Cake Mix, Mix Pizza, Chicken Gobou Pilaf, Takana Pilaf, Increasing production of raw ham and other processed meat Wakadori Gomafumi Age (fried chicken with sesame flavor), Teyaki Takoyakai, products in order to offer general consumers wider range of Frozen Whip products.

Main Ingredients Targeting 111 billion Yen in total sales and 30% growth in deli products to 13 billion Yen by FY 2001. Milk, flour, yogurt, cheese, starch, sugar, rice, butter, oil, powder milk, yogurt,

gelatin, coconut oil, wheat flour, strawberry, berry, apples, ham, sesame, garlic



Western Bakery Products Product Sector(s) Sonton Food Industry Co., Ltd. Company Name

480 Number Of Employees 2-9-4, Nihonbashi-Kayabacho, Chuo-ku Address 3 Number of Factories Tokyo 103-0025



Yasutaka Nishi, Director, Production Division Contact Person


Toshoku, Teramoto Seika Zairyo, Kaneka Corp., Mitsubishi Corp.,1,52221,4861995 Shin Toa Koeki, Fuji Oil Co., Ltd. 1,30522,1501996

1,07021,8041997


Leading manufacturer of jams, other spreads and filling. 83Commercial-Use Bread Spreads For bread and other western bakery related market, provides17Home-Use Bread Spreads flour pastes and other fillings (creams, jams, sweet bean pastes, elica fillings), toppings for commercial use and jams and creams for household use. Along with the increase in the usage of frozen dough, flour pastes for commercial use are popular for maintaining product quality after freezing and defrosting.

Sonton's products are highly valued among commercial users, and Sonton maintains status as a leading company in this market. Main Brands "F cup" series is the main brand for household use. Sonton is For Household: F Cup (peanut cream, peanut cream for CVS, strawberry jam) especially well known for its peanut butter. The company P Cup (banana shake soft, peanut soft, choco soft), O F mate (blueberry jam) revived its product by using high quality domestic nuts. Kodawari (Yamagata-san Okubo Hakuto jam) Toast Club (tomato-potato)

For Commercial: Piroru (cream, cheese cream), Piroru Fresh (apple TB-2) Sonton is diversifying into pizza sauce and other prepared foods, Petit Gourmet (Russian Pilosiki), Ace Curry, Prime (pizza sauce), Pochette and provides delica sauce for light meals such as pizza, pasta, Main Ingredients and gratin as well as other fruit sauces for desserts.

Sugar, summer orange, strawberry, cacao, peanut, apple, tea extract, pectin, These delica and fruit sauce products are sold both in the acidic ingredients, flavourings commercial use and household use markets.



Western Bakery Products Product Sector(s) Takarabune Corp. Company NameConfectionery 756 Number Of Employees 37-1, Koaza-saguri, Oaza-sayama, Kumiyama-cho Address 4 Number of Factories Kuse-gun, Kyoto 613-8577


Email http://www.infoweb.or.jp/takarabune/ Web Page Address

Contact Person


Meiji Milk Products Co., Ltd., Fuji Oil Co., Ltd., Asahi Foods,30531,5621995 Santa, Q. P. Corp.(792)30,3691996

(3,311)30,0151997


Kyoto based confectioner and franchise chain operator. Operates61Western Confectionery more than 1,000 chain stores in Japan. Main products include25Japanese & Western Sweets eclairs, cream puffs and Japanese confections.4Chilled Desserts

10Others Although company recognizes the importance and necessity of "value added", fashionable and high-class products, which Japanese consumers became familiar with during the bubble economy period, Takarabune is now putting more priority on the ability to provide reasonably priced products which are a good value. Main Brands

Cream Puffs, Pudding Choux, Ogura Choux, Eclair, Strawberry Cake, Based on the result of the two-way marketing system between Nama Cream Cake, Osarusan Cake, Kisha Poppo, 7-hiki No Koyagi, franchise chain stores and headquarters, company continues R&D, C'est Maison (Madeleine, cheese tart), Kyobumi (Kyoto, Katsura, Kinkan Hitotsubu, and development of new sales methods. Also, working on Ume Hitotsubu, Kuri Hitotsubu), Black Cocoa Chou, Mont Blanc Chou, Black Cocoa technological innovations to improve productivity. Chou, Mont Blanc Chou

Main Ingredients "Essential merchandising for a rich life" is their theme.

Flour, eggs, sugar, milk and dairy products, sweet beans, cocoa, melon Expanding into Chubu and Tokyo areas. fruits (strawberry,etc.), cheese



Western Bakery Products Product Sector(s) Tofuku Flour Mills Co., Ltd. Company Name

55 Number Of Employees 4-9-20 Nanostu Address 1 Number of Factories Chuo-ku, Fukuoka 810-0017



Hidetoshi Handa, Sales Manager, Marketing Department Contact Person


Food Agency of JAPAN, Marubeni Corp., Tomen Corp.114,799199545,1081996

104,6401997


Medium sized flour miller based in Kyushu region. Also operates62%Wheat Flour grain and bean wholesale, noodle manufacturing, warehouse and5Bran real estate businesses.31Processed Foods

2Rentals Demand for domestic flour is decreasing so the price competition is becoming stronger. In addition, more imports are coming into the Japanese market and used as ingredients.

Tofuku is trying to expand business to other sectors, such as pre mix and raw noodle sales. For pre-mix marketing, Tofuku is Main Brands trying to develop products in high demand by consumers.

Bestmen Hiyamugi, Goshimatetoudon Established a domestic JV rice wholesaler in 1995. Tofuku assists with its management of rice mill factories.

Main Ingredients

Wheat, yeast, soybeans



Snack Food, Western Bakery Product Sector(s) Tohato Inc. Company NameProducts 500 Number Of Employees 2-1-1, Yoyogi, Shibuya-ku Address 4 (2 Overseas) Number of Factories Tokyo 151-0053

Overseas ContactFax Number 03-5352-8100 Phone Number


Kazuo Funai, Goods Planning Department Contact Person Phone: 03-5352-8066 Fax: 03-5352-8072


Nissho Iwai Corp., Mitsui & Co., Ltd., Shoei Foods Corp., --24,0001995 Yamajo Corporation, Mori Shigyo--23,0001996 Nisshin Flour Milling Co., Ltd., Tsukishima Shokuhin Kogyo,----1997


Pursuing expansion strategy in the market by introducing 50Snack various new flavors. 50Biscuit

Growth of exports to Asian markets.

Company launched "chemical free and organic" popcorn and chocolate in 1997 by using US made organic corn, wheat and oil. Tohato applied for US "QAI" (private approval institution) for Main Brands approval of organic ingredients due to the lack of standardized approval system in Japan. All Raisin (cookies), Harvest (coconut cookies), Caramel Corn, Pochico

Fried in Beer Potato Chips (biru-ni-yaki-potato), Bean Ume Konbu Aji (puffed peas) Main ingredients such as corngrits, potato granules and potato flakes are imported from the US.

Main Ingredients

Potatoes, flour, coconuts, corn, caramel, salt, cooking oils, popcorn, meat flavors, onion and garlic flavors, plum flavoring, beans, beer



Western Bakery Products Product Sector(s) Yamazaki Baking Co., Ltd. Company NameConfectionery 18,942 Number Of Employees 3-10-1, Iwamoto-cho, Address 25 Number of Factories Chiyoda-ku, Tokyo 101-8585


Yamazaki USA Inc. Email 342 Madison Ave., Suite # 604 New York, NY 10173 http://www.b-brain.co.jp/job/yamazaki/index.html Web Page AddressTel: 212-490-0055 Fax: 212-490-0062 Kazuteru Komori, Director, Marketing Division Contact Person


Mitsubishi Corp., Marubeni Corp., Sumitomo Corp., 10,957561,8621995 Nisshin Toa, Toshoku, Oriental Yeast Co., Ltd.10,962573,7311996

7,220582,0251997


Largest baking company in Japan. Has licensing agreement with17Breads Nabisco to manufacture crackers and biscuits.38Pastries

12Japanese Cakes Company has nationwide operations and strong sales network14Western Cakes for their products (bread, Japanese and western desserts,11Prepared Bread, Cooked Rice cooked rice and delicatessen products.8Confectionery & Rice Cakes Experiencing growth in flavored bread and delicatessen products.

Yamazaki also operates convenience stores and cafeteria chains, with convenience store business growing rapidly. Main Brands Company operates in-store-bakery-shops in 6 overseas countries. Double Soft, Soft Cheese (steamed bread), Marugoto Banana (cake),

Calcium Bread Company principle is to provide high quality and reasonable prices and puts very much attention and efforts in each of their operations such as product planning, facility planning, quality Main Ingredients control, purchase of ingredients and education. One of the keys for Yamazaki's success is the great creativity of its products. Flour, yeast, calcium supplement, nuts, milk and dairy products, bananas

Documents

Market Brief Japan : Food Processing Sector - Western Bakery