#Japan #Tokyo #Yaki Aji Stick #Natori Inc. #Fish Snacks

Discover Yaki Aji Stick - A New Fish Snack from Natori Inc.

Natori Inc., headquartered in Kita-ku, Tokyo, is excited to announce the launch of "Yaki Aji Stick," hitting the shelves on September 8. This innovative snack brings a new level of convenience and flavor to the growing trend of fish-based products.

Background of Development

Recently, the market for fish snacks such as dried squid and salmon has gained significant traction, paralleling the rise in health consciousness among consumers. Fish is becoming an increasingly popular choice due to its positive nutritional benefits. However, the reality is that many Japanese individuals are moving away from fish due to its preparation difficulties, such as dealing with bones and skin. Despite a strong desire for fish meals, the perceived hassle often leads to avoidance.

Recognizing this paradox, Natori has targeted the snack segment for their new product. The goal is to cater to those who love fish but want a hassle-free way to enjoy it. "Yaki Aji Stick" is designed not only as an accompaniment to drinks but also as a delightful snack for any occasion.

Product Features

Easy-to-Eat Stick Shape

The Yaki Aji Stick is specially crafted to be flakeable and easy to consume, removing worries about bones and tails. Its stick shape minimizes messiness, allowing for enjoyment across various settings—be it at home, in the office, or on the go.

Sweet and Savory Flavor

One of the highlights of this product is its unique flavor profile. The natural umami of the fish is balanced with a hint of sugar, creating a dessert-like taste that is perfect for snacking.

Packed with Protein

Each 32g bag contains 12.1 grams of protein. This means you can indulge in a tasty treat while naturally boosting your protein intake without additional effort.

Insights from the Product Development Team

Q: What challenges did you face in developing this product?
The challenge was to create a fish snack that appeals broadly, treading the line between traditional fish products and sweets. We aimed to shift the focus toward a more snack-friendly approach, which is less prevalent in the current market.

Q: What are the key features you are particularly proud of?
There are two aspects we are particularly excited about: First, the Yaki Aji is constructed in a stick form, making it easy to eat and convenient to store in a resealable bag. Second, the cute and appealing packaging allows consumers to perceive it as a friendly snack option, lowering the barrier to enjoying fish.

Product Overview

• - Product Name: Yaki Aji Stick
• - Size: 32g
• - Suggested Retail Price: 378 yen (including tax at 8%)
• - Available Regions: Nationwide (supermarkets, general merchandise stores)
• - Launch Date: September 8, 2025

Natori Inc. is keen to make fish consumption enjoyable and accessible for everyone with the Yaki Aji Stick. This product is not only a snack; it is an opportunity to reconnect with fish in a delightful, effortless way.