Cooking SNS “Snap Dish” jointly conducts pre-launch test marketing of new milk substitutes “Brown Rice Yogurt” and “Brown Rice Shred” with Shinmei
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Press release: April 1, 2024
Cooking SNS “Snap Dish” jointly conducts pre-launch test marketing of new milk substitutes “Brown Rice Yogurt” and “Brown Rice Shred” with Shinmei
*~Highly rated especially by women in their 20s and 30s for items such as “It looks good for health” and “It has a new taste”~* Cooking posts for brown rice yogurt and shredded brown rice
Snapdish Co., Ltd., which operates the cooking SNS “Snadish” (location: Musashino City, Tokyo, CEO: Funada)
As part of food fan marketing based on listening to the voices of consumers and co-creating food, Shinmei Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: In collaboration with Masuo Fujio), *
Test marketing of milk substitutes “Brown Rice Yogurt” and “Brown Rice Shred”* made from domestic brown rice flour to users of the same app* ahead of their release in April 2024*
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200 test monitors reported more than 560 tasting posts using the app’s private posting function, and a post-tasting survey revealed * More than 80% of respondents said that they felt it was healthy and had a new taste.*
At our company, we provide a system that allows consumers to listen to how products are actually used in households and what points they are evaluated on before they are released, and by supporting the creation of products that meet consumers’ needs, We aim to improve the dining experience by making food more enjoyable and enjoyable.
Background of test marketing implementation
In recent years, in anticipation of the global food crisis caused by global warming and population growth, food manufacturers have been moving into the plant-based food (PBF) market, which uses plant-based ingredients instead of meat, fish, eggs, and milk. There are a number of moves to enter the market. According to a survey conducted by TPC Marketing Research Co., Ltd. in 2013, the domestic PBF market in Japan has expanded approximately 2.2 times over the past 10 years, and the breakdown of the market in 2022 is that commercial use increased by 3.5% from the previous year. It was announced that plant-based milk was the largest category at 78.6 billion yen (84.0%).
Against this market background, Shinmei Co., Ltd. decided to utilize the unique knowledge cultivated over many years as a rice wholesaler to launch brown rice yogurt and shredded brown rice as PBFs made from brown rice in the spring of 2024. Prior to its release, we conducted test marketing targeting Snap Dish users, who are highly sensitive to cooking, with the aim of listening to the new product and cultivating initial fans.
About a new plant-based product that we conducted test marketing brown rice yogurt
shredded brown rice
Made with domestic brown rice flour, dairy-free, cholesterol-free, and free from 28 allergenic ingredients. A wide range of people, from children to the elderly, can eat it with peace of mind. They both use brown rice, so they go well with Japanese ingredients.
-Click here for brand details
https://products.akafuji.co.jp/madefrom-genmai
*About “brown rice yogurt”*
A new plant-based yogurt made by fermenting brown rice milk with lactic acid bacteria. Contains dietary fiber and oligosaccharides, so you can enjoy it as is on busy mornings or when you’re feeling peckish, or add sweetness to make it a dessert, sprinkle it with soy sauce like tofu, or use it as a dressing or seasoning depending on your creativity. You can also use
-Click here for details
https://products.akafuji.co.jp/madefrom-genmai/genmai-yogurt
*About “Brown Rice Shred”*
A new plant-based cheese that uses domestic brown rice flour as the raw material. It can be used in place of dairy cheese, such as on pizza toast, cheese fondue, or as a topping for salads, but it can also be enjoyed in dishes as a completely new plant-based cheese. -Click here for details
https://products.akafuji.co.jp/madefrom-genmai/genmai-cheese Uses and impressions at the dining table obtained from test monitors * ▼Brown rice yogurt*
Brown rice yogurt cooking post (*partial excerpt)
From the cooking posts, we saw that when eaten as is, you can feel the unique flavor of brown rice, which is different from existing yogurt, and that it was used in meals such as sweets with added sweetness such as syrup, fruit, and honey, as well as dressings. In addition, healthy dishes that pair well with cereals, fruits, and amazake (sweet sake) are characteristic, and there were many dishes that replaced tofu and yogurt, such as “yoghurt with white dressing,” “vegan curry,” and “tandoori chicken.” After experiencing the plant-based food, some said, “I want to buy it and use it when it’s released,” and “I’m looking forward to putting it in the mouths of my vegan friends.”
-Click here for list of posts
https://snapdish.jp/p/658e334bdc3afacb18c6ddc0
* ▼Shredded brown rice*
Shredded brown rice cooking post (*partial excerpt)
Shredded brown rice is said to have the flavor and sweetness of the raw material brown rice, as well as comments that it has plant-based product characteristics such as “it’s lighter than cheese,” “not bitter,” and “no guilt.” I did. In addition, many people commented on the richness and mellow taste, and a wide range of classic cheese dishes such as cheese toast, gratin, and pasta were posted. Among them, I realized that it goes well with soy-derived ingredients such as miso and soy milk, and “My mother, who gets upset with dairy products, was happy about it” and “I know that both yogurt and shredded food are good for the body, and they taste good.” There were also many posts about how they realized specific lifestyle values, such as “It’s easy to eat.”
-Click here for list of posts
https://snapdish.jp/p/658e3c7bdc3afacb18c6df0a
In a survey of test monitors, it received high support from women in their 20s and 30s.
The evaluations of brown rice yogurt and shredded brown rice obtained through a questionnaire survey of monitors, approximately 90% of whom were women, after experiencing the product were as follows: * The majority of women in their 20s and 30s liked both products* answered. In addition, more than half of those in their 60s liked the brown rice yogurt, and more than half of the people in their 50s liked the shredded brown rice.
Because brown rice is the main ingredient, the taste, texture, and aroma were mixed, but the main target: women in their 20s to 40s who are highly information sensitive and want to eat foods that are good for their bodies. In addition to people who eat plant-based foods, people with lactose intolerance or milk allergies, pregnant women who are concerned about the amount of salt, people raising children who emphasize nutritional balance when preparing meals, and seniors who want to reduce cholesterol. , the potential of a new purchasing group has become apparent.
Overall, 44% of respondents said they liked the taste of brown rice yogurt. Overall, 50% of respondents said they liked the taste of shredded rice. *Evaluation points of respondents who “liked” (*partial excerpt)* * ▼About brown rice yogurt*
・Yogurt was easy to eat as it had low acidity. (Female in her 20s) ・It suits my family better than regular ones, I like the taste, and it seems to be good for the body (20s, female)
・I’m aware that I consume too much dairy products on a daily basis, so I really liked this because it was a delicious way to replace it without making me feel unsatisfied. (Female in her 30s)
– When sprinkled with soy sauce, it can be eaten like tofu, and can also be served as a side dish at the table. When I added roasted sesame seeds and sesame oil, it tasted like sesame tofu and was very delicious. (Female in her 30s)
・My husband gets upset when he eats dairy products, so I wanted to continue using these two dairy-free products as an alternative. (Female in her 40s)
・Brown rice yogurt is similar to tofu, so I thought that if you eat tofu in a delicious way, it would definitely be delicious. (Female in her 40s)
* ▼About shredded brown rice*
・It suits my family, I like the taste, and it seems to be good for my body. (Female in her 20s)
・I was able to fully feel the aroma and richness of brown rice. (Female in her 30s)
・The taste and flavor are mellow and not unique to brown rice, making it easy for beginners to try. It also went perfectly with the food! (Female in her 30s)
・Shredded brown rice is creamy and low in salt, so it can be safely given to small children. What’s more, it’s made with brown rice, so you can feel safe about it. It tastes great and is a family favorite. (Female in her 30s)
・The cheese is refreshingly rich and very delicious. (Female in her 30s) ・You can tell that it’s good for your body, and it tastes easy to eat. (Female in her 40s)
In terms of impressions of the product, “it seems to be good for health” and “it has a new taste” were highly rated.
We surveyed 10 items (*) regarding impressions of each product, including taste, quality, and usage, and found that more than 80% of respondents answered “I think it’s good for health” and “It has a new taste” for both products. ”The percentage of people in their 20s who answered “Strongly Agree” was particularly high compared to other age groups.
*Tastes delicious, easy to eat, looks healthy, easy to use in cooking, delicious as is, favorite flavor, new flavor, good quality, gives a sense of security, and would recommend to others. Choose from 5 options from , Strongly Agree to Strongly Disagree.
In new food categories such as PBF, we provide test marketing opportunities to Snap Dish users who are highly sensitive to cooking, and by quickly providing feedback from consumers, we are collaborating with food manufacturers and consumers. We will continue to listen to food and beverage manufacturers and support them so that the provision of experiential value between customers and consumers can go more smoothly.
*Survey overview*
・Survey method: 200 new product secret monitor participants for two types of plant-based foods (brown rice yogurt, shredded brown rice) among registered Snapdish users will be solicited for responses via email and in-app notification.
・Survey period: February 7th to February 13th, 2024
・Number of respondents: 197 people
*Response percentages are rounded to the nearest whole number, so the total may not add up to 100%.
Snapdish Co., Ltd.
“Snapdish” is a posting app dedicated to food photos. It is equipped with an “AI food camera” that analyzes data posted by over 30 million dishes from users and determines the score of “tasty”. In April 2021, we started offering the online food experience store “Snap Dish Market (beta version),” and in April 2022, we released “Takashi wo Otori-bin,” a regular delivery service for encounters with food. In October 2023, we launched “Snap Dish AI Cooking Chat,” which utilizes past cooking posting assets and AI technology and incorporates ChatGPT.
The operator, Snapdish Co., Ltd., utilizes a communication platform specializing in food to provide fan marketing support primarily for food-related manufacturers.
Through these business activities, we will provide experiences that connect dining tables and people, and turn cooking into a joyful experience.
[Contact information]
Snap Dish Co., Ltd. Public Relations: Ochii
Telephone/FAX: 0422-24-6341 (9:30-18:30, excluding Saturdays, Sundays, and holidays)
Email address: pr@snapdish.jp
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