The latest business report on the front lines of the frozen foods industry] The COVID-19 crisis has brought about a drastic change in the industry! The “hot battle” for the leading role on the dining table

Guerrilla warfare utilizing the strengths of each company

Last year, we built a new frozen noodle line at our Yamagata Plant, which had been producing room-temperature products such as retort curry. The first new product we created there was “Chilled Chinese noodles” with ice on top. Ice is less affected by microwaves from microwave ovens and remains melted even after dunking. This ice cools the warm noodles and completes the chilled chuka. This revolutionary idea was very well received. Perhaps seeing the potential in noodles, Ajinomoto is expected to make a further leap forward this year with the launch of “Scented Noodle Gomoku Ankake Yakisoba,” featuring Mio Imada in the commercial. However, neither Ajinomoto nor Nichirei is off the mark. There are a number of mid-tier companies that are aiming to advance to the top of the industry,” Yamamoto said.

Following the two leaders is Nissui, the oldest company in the industry, which created Japan’s first frozen food, “Strawberry Sorbet,” in 1931.

The company’s classic product is the “Big, Big Yaki Onigiri” (grilled rice ball),” said Yamamoto. The rice itself is delicious, and the simple soy sauce flavor never gets old. Long-selling products such as Wagaya no Menbo Boast Chanpon, which contains a lot of vegetables, have won over repeat customers,” said Nishikawa.

Nissui’s rival is Maruha Nichiro, which also has a fishery company in its background.

Maruha Nichiro was established in 2007 through the merger of the Maruha Group and Nichiro. Maruha’s predecessor was Taiyo Fisheries, so it has strong seafood procurement capabilities and boasts stable sales of seafood products such as ‘Shrimp & Tartar Sauce’ and ‘Fried Horse Mackerel,'” said Nishikawa.