#Japan #Tokushima #Senior Support #Tokushimaru #Glico Biscuits

Mobile Supermarket 'Tokushimaru' Partners with Ezaki Glico

As of August 1, 2026, Tokushimaru, a mobile supermarket operated by Oisix, is set to roll out a week-long initiative aimed at supporting senior citizens in the Shikoku area. Running from August 1 to August 7, this program will see 47 Tokushimaru vehicles distributing mini packs of Glico's popular Bisuko biscuits to older individuals aged between 70 to 90. This innovative approach aims to facilitate easier access to groceries for seniors who may struggle to visit stores due to mobility challenges.

A Commitment to Senior Citizens

A significant number of senior citizens across the nation face difficulties even in reaching stores located just 100 meters from their homes. Tokushimaru's initiative addresses these mobility challenges by bringing products directly to the doorsteps of seniors. By incorporating such beloved snacks as Bisuko, a long-standing favorite in Japan for over 93 years, the program caters specifically to the tastes and preferences of modern senior citizens.

Not only do these biscuits provide a crunchy and savory texture, they also boast beneficial ingredients like GCL1815 probiotic bacteria and plant-based fibers, encouraging a healthier lifestyle among older adults. The initiative serves not just as a means of distribution but as an effort to add excitement to seniors' daily lives through food alternatives.

Success of Past Initiatives

Past sampling initiatives conducted by Tokushimaru have demonstrated remarkable success. In instances where they distributed products, the sales volume of the featured items often doubled compared to the previous month. Through face-to-face interactions, sales associates provide detailed product explanations, handing out snacks directly to customers while engaging with them about their preferences and feedback. This direct engagement fosters a stronger connection with the brand and enhances the customers' shopping experience.

In conjunction with the biscuit distribution, Tokushimaru plans to hold a Sales Contest throughout August, encouraging local stores to promote and sell Bisuko biscuits, which includes options such as strawberry, fermented butter, and maple flavors. This promotion ensures that the joy of trying new flavors doesn’t end with the week-long distribution; it extends through continued availability in stores beyond the program.

Features of Tokushimaru's Retail Media and Sampling Business

Tokushimaru is pioneering a unique retail media strategy that emphasizes direct customer interaction. This includes:

• - Assured Delivery: Seniors waiting for the mobile supermarket receive their products directly, ensuring that the delivery is 100% certain.
• - Creating New Product Encounters: Meeting new products adds excitement to their shopping experience, making grocery shopping more enjoyable.
• - Customer Feedback Collection: Sales partners who are trusted by the customers gather real-life data regarding taste preferences and buying intentions for manufacturers, aiding in product development.

Implementation Overview

Period

The initiative runs from August 1, 2026, to August 7, 2026.

Scale of Implementation

Tokushimaru will operate 47 delivery units across various supermarkets in the Tokushima, Kagawa, and Kochi Prefectures.

Distribution Products

Seniors will receive mini packs of Bisuko in assorted flavors, allowing them to choose from two out of four options available.

Store Sales

From August 1 to August 31, retailers will promote Bisuko within their stores, further amplifying customer awareness and interest in the product.

About Tokushimaru

Tokushimaru operates approximately 1,200 mobile supermarket units across Japan, serving nearly 180,000 customers as of June 2026. Aimed primarily at seniors who struggle with shopping, this service visits residences weekly to facilitate direct sales. Its unique business model emphasizes building relationships and regular communications with seniors, collecting invaluable insights into their needs and lifestyles. By focusing on both shopping support and welfare, Tokushimaru actively contributes to preventing isolation and promoting health among older adults.

For more information, visit the official website: Tokushimaru

About Oisix Inc.

Oisix Inc. is dedicated to providing safe and reliable agricultural products through its primary brands such as Oisix and Radish Boya. Their subsidiaries include Tokushimaru and services aimed at addressing food supply issues while promoting sustainable retail practices with an emphasis on reducing food loss across the supply chain from farm to table.