Three Back, a new vegan brand, launched its Healthy Snacks for Toddlers in Japan on June 1.
It’s not a new concept, but the brand is aiming for new ingredients that have the potential to be used in future products.
Three Backs is selling the product in Japan, Korea and China, according to the brand.
Their first line, called Healthy Snack, includes Agarli, an almond milk with a low glycemic index (GI), vegan butter, and coconut oil.
The brand also released their new line of Yogurt & Cakes, a vegan sourdough bread that includes a vegan butter blend and vegan butter and almond milk.
This line contains a vegan version of Kanagawa Koshigaki, an unusually fermented vegan soy milk drink that has been recently developed by the brand as a vegan option for Japanese consumption.
They also recently released a product line called Kanna that is designed to offer an “extended life” of up to three months.
“The product lines will allow people to buy snacks that are not only vegan, but also that will meet their family dietary requirements,” a brand spokesperson told FourFourtwo.
(Source: Three Bumps) “To create something new, we had to make a fresh approach.”
While Three Bicks’ marketing efforts is a departure from what a lot of mainstream brands are doing, Japanese consumers are beginning to appreciate the merits of vegan brands.
While the majority of Japanese parents prefer to eat a whole grain, or vegan, diet, the country continues to struggle to provide a sufficient diet for its growing population.
Despite the growth of Vegan Japanese Foods, there are still a lot more people who cannot afford to shop at a vegan supermarket.
Japanese families are also beginning to consider the value of Healthy Snacks as a healthy way to enjoy vegan foods, said Joanna Matsuura, a marketing and community development consultant for Japanese vegan companies.
Matsuura works closely with Three Back as she helps them make the company a global brand with a presence in more than 40 countries.
“The Japanese market is huge, so we wanted to reach our target customers,” she told Fourfourtwo.
“It’s very easy to set up a website in Japanese, and it’s easy to build a loyal following among Japan’s vegans.”
This marketing push by Three Bocks has given FourFourTWO the unique insight into the Japanese market’s growing veganism.
We wanted to go beyond just ‘healthy snacks’.
Matsurumi Sato, the brand’s head of communications, said the brand has been seeing more and more requests from Japanese consumers for vegan snacks since last year.
She also mentioned that the company has now expanded their range of products into foods that contain ingredients from plants.
However, for now, the company is focused on providing healthy snacks in Japan.
“Our goal with Six Healthy Sniffs for Toddler is to provide products that can be used to cater to Japanese parents who want to reduce the amount of calories in their diet,” said Sato.
“We are also looking to cater more towards young children, who like to snack, as well as older adults, who want more variety in their meals.”
This is where we’re starting to see positive reaction from people across the Japanese population.
“To achieve these goals, we need to be more careful, especially with products like YOGurt & Coakes.”
(Related story: 5 vegan snack recipes for kids)