VEGE WRAP Chicken & Sesame Sauce

I want to make it easy to eat often lacking vegetables with one hand.

VEGE WRAP Chicken & Sesame Sauce is made by wrapping the fillings in a tortilla, which allows consumers to easily eat vegetables with one hand. The steamed chicken filling is made using domestic chicken that is free from any smell. For an enjoyable texture, the vegetables include cabbage, lettuce, and purple cabbage, topped with burdock, lotus, and other root vegetables. Made from a mixture of sesame paste and sesame oil, the characteristic sesame sauce provides a fragrant aroma.

We spoke with Mr. W to share his thoughts as the developer of VEGE WRAP Chicken & Sesame Sauce.

――Tell us about what led you to develop VEGE WRAP?

There are probably many people who want to eat vegetables more regularly, but considering the effort involved, I also think this can become a hassle at times. I was not really in the habit of eating vegetables myself either, but I also wanted to eat them to take care of my health.
 
So, the trigger for this product was my desire to create a product that makes it easy to eat vegetables with one hand, and as a means of solving these kinds of problems, too.

――It seems that women tend to be more concerned about the lack of vegetables in their diets, but what is the main target segment for this product?

The main target is young women, and results have shown that the demographic that is actually buying it is the one we targeted. The ratio of meat to vegetables is about fifty-fifty so that consumers can also get a fair amount of protein, which is something women tend to worry about.

Yet this product has about 350 calories, so it is not necessarily low-calorie. In terms of a balanced diet of vegetables and meat, we believe this product will also appeal well to dieters because it will help them maintain a daily PFC (Protein, Fat, Carbohydrate) balance.

――Tell us about the aspirations you placed on VEGE WRAP.

We had already sold wrap sandwiches for about two years before we released VEGE WRAP. Since these earlier wrap sandwiches were not set up to show their cross-section like VEGE WRAP, however, the problem was that consumers could not see the filling and found it hard to imagine the flavor.

Upon visiting a tortilla restaurant during development of this product, however, I was impressed to see that they showed the cross-section of their tortillas. Following this presentation approach, we designed VEGE WRAP to reveal the filling using the cross-section, which makes it easier to imagine the flavor. I would be pleased if consumers feel it offers the value of enjoying the ingredients from the first bite to the last.

I also think that the price range makes it easy to purchase along with another item.

――What kind of product do you want to make of VEGE WRAP going forward?

I want to make it into a classic product that people will choose to continue purchasing for many years. To this end, we believe it is important to improve VEGE WRAP in a way that resolves customer dissatisfaction, namely by discussing the product from various angles at MM (Marketing and Merchandising) meetings, as well as by listening to impressions from acquaintances and viewing real-time feedback over the Internet. In particular, however, I think negative feedback leads to the next steps for improvement.

I think many people who pick up this sandwich are concerned about calories, so we intend to consider how we can reduce the current level of calories without changing the flavor.

――What particular areas of customer feedback do you focus on?

Positive feedback stating that products have gotten better through improvements are generally taken into account when thinking about what to do next. Negative feedback, however, is not as easy to handle, because whether someone likes a strong or weak flavor is a matter of preference. I pay attention to feedback regarding the volume of fillings, such as "I want more meat" or "I want a few more vegetables," because these types of comments more easily help in making improvements.

When making improvements, however, if we suddenly and drastically change something based on the feedback of every customer, we may drive away existing customers. So, we are also conscious of making improvements little by little.