Asaichiban's Mamenoka delivers functional benefits and has been adapted to meet the needs of international consumers
European consumers frequently associate Japanese foods with health and wellbeing. An awareness of this expectation is reflected in the exhibitors preparing to attend the Hyper Japan trade show at the Olympia in London this week (13-15 July).
According to Harro Food’s, which hosts the annual show, hyper Japan has seen the largest shift to health-focused products since the show’s inception in 2010.
Maki Itazu, deputy MD of Harro, said that exhibition provides Japanese food exporters with a platform to enter the UK and other European markets while providing buyers with an opportunity to source foods that satisfy growing demand for “health and wellbeing” while “not compromising on authenticity, taste and flavour”.
Click through to see some highlights of the most on-trend products on display at the event.