JAPAN- Chocolate manufacturer Meiji has launched a new chocolate product line that replaces sugar with fructooligosaccharides (FOS) in a move meant to appeal to an increasingly health-conscious market.
The snacking company has registered the new chocolate line with the Consumer Affairs Agency of Japan as foods with Function Claims (FFCs). The line will be available in outlets starting July 11.
FOS is said to help regulate intestinal flora and has other health benefits, including lowering blood sugar and cholesterol and reducing constipation.
The company lauded FOS as a preferred artificial sweetener due to its sweet profile and low-calorie content.
The company said in a statement, “In addition, it is a carbohydrate that has a taste similar to sugar, but is not absorbed [by the body] as sugar. Through this product, consumers can enjoy delicious chocolate while being mindful of their health. For those who want to eat it as a daily snack, we recommend the big version (Meiji Oligosaccharide Milk Chocolate 50 Large bag) that contains 40 pieces.”
The launch reflects changing dynamics in the Japanese snack and confectionery market. According to NTZE research, the Japanese healthy snacks market currently has a volume valuation of US$29 billion, second only to the US. The research predicts the market will grow at a combined annual growth rate (CAGR) of 2.7% until 2030.
This increased popularity is due to a more educated and health-conscious customer base making deliberate purchasing decisions based on snacks’ nutritional benefits.
The research also revealed that certain snack types are gaining popularity over others purely because of their perceived health benefits. Japanese consumers reported preferring dark chocolate with over 70% cacao over other types of chocolate for the health benefits and not just the taste.
According to Meiji, the current popularity and preference of healthy snack options in Japan is an opportunity for industry players. The company highlighted the need for continued research and development of snacking options to meet this growing demand.
The company is the largest player in the Japanese snacks and confectionary industry, enjoying a market share of 24.8%. Competitors like Ezaki Co., Calbee Inc., Morinaga & Co., and Asahi Group will also develop healthy snack options.
Liked this article? Subscribe to Food Business Africa News, our regular email newsletters with the latest news insights from Africa and the World’s food and agro industry. HERE
