Skip to content

Setagaya Natural Foods miso soup celebrates its 10th anniversary! The trajectory until it gradually gained popularity and became a late-blooming flagship product.

Setagaya Natural Foods
Setagaya Natural Foods miso soup celebrates its 10th anniversary! The trajectory until it gradually gained popularity and became a late-blooming flagship product.
“Miso soup”, which is familiar from TV commercials, has shipped more than 190 million servings*.

“Omiso soup” sold by Setagaya Natural Foods Co., Ltd. (Headquarters: Setagaya-ku, Tokyo, President: Eiji Kawanishi) celebrated its 10th anniversary.
Aojiru, which went on sale around the same time, quickly became a flagship product, but miso soup had a difficult initial reaction, and after that, its popularity gradually expanded, according to employees who knew the company at the time.
Sales page: *September 2022, according to our research. Includes low-salt miso soup. [Image 1d11853-82-37c42014a4a529930623-0.jpg&s3=11853-82-8613ac9bce5b55a999af15608d5f9dce-3000x2000.jpg
~What is miso soup from Setagaya Natural Foods?~
A set of 10 kinds of freeze-dried miso soup sold by Setagaya Natural Foods since November 2012.
It is also known for TV commercials featuring famous chefs such as Koji Suzuki of Kappo Suzuki and Susumu Sakamoto of Kappo Mina. Trajectory of 10 years of miso soup
The concept at the time of development was “a full-fledged miso soup that can be easily prepared just by pouring hot water”.
The development staff at the time completed more than 100 prototypes, sticking to the idea of ​​“pursuing deliciousness that faithfully reproduces the homemade taste, even if it takes time and effort” to the end.
The miso soup was finally completed, but the initial reaction was painful. About a month later, “Aojiru with lactic acid bacteria” was an immediate hit, and the following year, in 2013, advertising exposure began to increase, while miso soup was out of stock. However, the goodness of the taste that has been carefully selected has gradually been evaluated, and from around April 2014, it became possible to expand advertising placements. Because of this, it became popular and is now called a flagship product.
employee comments
~ From the food team members at the time of release ~
I didn’t expect this product to be loved by customers for such a long time! I know the time of release, so I’m really happy.
I often drink it as an accompaniment to rice when I don’t have time! It is a product that the person in charge of development is proud of, and since the time of its release, I thought it was a very good product. We are here.
~From the current person in charge of miso soup~
[Image 2d11853-82-e1926f1ff98b9809499b-1.jpg&s3=11853-82-09e0c2f8fc47a6a2697c7ab7d949943d-1051x1071.jpg
It was this miso soup that first introduced me to Setagaya Natural Foods. My mother used to send it to me from time to time out of concern for me, who lives alone.
After joining the company, I learned about the commitment to its release, and it has become a product that I can recommend with even more confidence.
We will continue to do our best to deliver miso soup, which has continued to support many dining tables for the past 10 years and has been loved by many people, to as many people as possible!
miso soup
[Image 3d11853-82-c6cbf4ed76d14b631082-2.jpg&s3=11853-82-bdd3023cf660167ec6c556db70b42907-1600x1600.jpg
Brand name: Omiso soup
Contents: 30 servings (10 types x 3 servings each)
Regular price: 4,428 yen (tax included)
* Great first-time discounts and regular courses available
Sales page: Sales channel: mail order only
*Product information is subject to change
About Setagaya Natural Foods
Setagaya Natural Foods is a mail-order company that handles
supplements, foods, and cosmetics.
Since our establishment in 2001, we have placed great importance on creating products that utilize the power of nature.
We want to provide products that are not only safe and secure, but also delicious and enriching, and we want to be close to our customers in various aspects of their lives.
-Setagaya Natural Foods Company Profile-
Company name: Setagaya Natural Foods Co., Ltd.
Established: July 2001
Head office: 4-10-1 Yoga, Setagaya-ku, Tokyo 158-0097
Representative: Eiji Kawanishi, President and Representative Director Capital: 50 million yen
Business description: Mail order sales of health supplements, natural cosmetics, and natural foods
Setagaya Natural Foods Corporate Site
Setagaya natural food official mail order site
Instagram: Facebook:
Details about this release:

%d bloggers like this: