I want to create a classic item with an unchanging flavor at a reasonable price.

Tori Gomoku Seaweed Wrapped Onigiri Rice Balls are highly popular as a classic item in the onigiri rice ball category. Having captured many repeat customers, this product has maintained a stable sales volume over many years. The combination of five ingredients (chicken, carrots, burdock root, deep-fried tofu, and shiitake mushrooms) mixed to a perfect fit in rice steeped in the full-bodied flavor of chicken umami has attracted a strong following.

We spoke to Ms. Y about her thoughts on developing Tori Gomoku Seaweed Wrapped Onigiri Rice Balls.

――Tell us about your thoughts on and commitment to Tori Gomoku.

Although this is a reasonably priced product, when all is said and done, my commitment is to ensuring the authentic flavor of Tori Gomoku in a way that fully reproduces the taste of a Japanese restaurant. The key, in particular, is the chicken oil and chicken extract we use, which allow consumers to fully experience the great flavor of the chicken.
 
Variations of Tori Gomoku have been developed in the past, but customers tend to prefer the current flavor, which contains chicken oil for a bit of a richer and more addictive taste, rather than the delicate flavor of Tori Gomoku that has stronger broth aroma. I also like the richer flavored version because it is easier to eat, so I hope everyone experiences this aspect of the flavor.

――Can you tell us why you are able to offer delicious, affordable Tori Gomoku at a time when the price of ingredients has been soaring?

Although the cost of production is rising, we are conscious of keeping prices stable whenever possible in order to meet consumer needs. In particular, an attractive aspect of Tori Gomoku is that it can be purchased easily and accessibly by anyone because it falls within an affordable price range in the onigiri rice ball category.

If we were to forgo this appeal, we would risk moving away from existing needs, so the hardest part is really keeping costs down. Despite the increasing prices of various products throughout the world, as a consumer, I think there are quite a few people who want to eat delicious food for as little as possible, which is why I feel it is important to find a compromise between quality and price whenever possible.

――Did demand for onigiri rice balls fluctuate during the pandemic?

With the pandemic settling down, we are now returning to a similar situation to that prior to COVID-19. Onigiri are generally regarded as something to be eaten on the go, however, so sales of onigiri were sluggish during the pandemic when the demand for eating in grew as people spent more time at home.

――Did the demand for Tori Gomoku, which you were involved in developing, also fall as a result of the COVID-19 pandemic?

When looking at the situation before and during the COVID-19 pandemic, Tori Gomoku also experienced a decline in sales. Compared to other types of onigiri, however, it seemed to me that the fluctuation was small. This is just my hypothesis, but one possible reason is that Tori Gomoku is more of a cooked option than other types of onigiri. Despite the increased demand for eating in due to the COVID-19 pandemic, there was talk of cooking fatigue. I suspect that Tori Gomoku, which is more of a cooked item, saw less resistance to eating at home given this situation.

Analyzing the social situation and taking into account popular product lines makes it easier to discover market changes and needs. The outbreak of COVID-19 triggered drastic changes in various parts of society, but as one of the food developers, I also recognize the importance of discovering consumer needs in light of the gradual currents of the times.

――What kind of product do you want to make of Tori Gomoku going forward?

Many people are already familiar with Tori Gomoku, so I do not think it is a good idea to drastically change the flavor of this classic product. Although Tori Gomoku does not have the same impact as new products, it has a lot of repeat customers, which is why we want to maintain its basic flavor and price level, while continuing to provide an unchanging flavor that is accessible to eat.