History of
Retort Pouch Processed Food
1989
DONBURI
After entering the retort pouch market with the LEE curry hit, the next target was rice bowls. At the time, a large book featuring color photographs of rice bowls from all over Japan was attracting attention, and rice bowls at restaurants were also gaining popularity, especially among young people. In order to breathe new life into a market where most storefront packaging was also plain, “DONBURI” was prominently displayed in a new style. Tokyo, Kyoto, Yokohama, and other place names were used to broaden its flavors. (Renamed DONBURI-Tei in 1996)
1989
DONBURI TV Commercial “Onidaiko Edition”
The product characteristics were boldly promoted with a Japanese taiko drum performance in the background.
1992
Takikomi Gozen
The company developed this product by leveraging its retort pouch technology acquired through its rice product range, such as curry and rice bowls, and because it could be easily deployed on the sales floor together with existing products. This product provides households with rice cooked with vegetables and other condiments, which requires a lot of time and effort, in a convenient retort pouch package. Careful attention was paid to flavor and color by separating the ingredients and dashi broth packets.
2007
Mochitto Takitate Osekihan
One package included two cups of no-rinse glutinous rice, boiled beans, and sesame salt. This product enabled sekihan (red bean rice) to be easily cooked in a rice cooker.