#Japan #Tokyo #Chewing Food JAS #Obaachan Bread #Shinagawa Machizukuri

A Landmark Achievement in the Bakery Industry

In a significant milestone for Japan's bakery sector, Shinagawa Machizukuri Plan Co., located in Shinagawa Ward, Tokyo, has proudly announced the completion of a JAS (Japanese Agricultural Standards) certification for their newly developed product, "Obaachan Bread." This makes it the first in the nation to obtain the JAS standard specifically for food designed for chewing ease. The certification was granted on November 28, 2025, with plans for the product to hit the market in the spring of 2026.

The Journey to Certification

As Japan faces an increasingly aging population, the company leveraged its expertise in food development to create a product that addresses the changing dietary needs of the elderly. The goal was to provide a safe and enjoyable food experience for all individuals, particularly those facing difficulties with chewing and swallowing. The journey from product conception to securing the JAS certification took approximately three years, during which the team worked diligently and with no compromises to reach this notable achievement.

In recent years, there has been a growing emphasis on Universal Design Food (UDF) that makes eating easier for everyone. However, the JAS standard stands apart as it is a public food standard set by the government, ensuring more rigorous and comprehensive criteria. Beyond just food texture, the JAS certification encompasses safety of ingredients, manufacturing processes, quality control, and verification methods. The company believes that maintaining a high standard in its management systems is vital for ensuring customers' safety and satisfaction.

Understanding the JAS Certification

The JAS standard for food designed for chewing ease was introduced in November 2016, aiming to help consumers select food appropriate for their chewing and swallowing capabilities. Specifically, the standard categorizes food into four levels based on texture:
1. Easy to chew
2. Can be crushed with gums
3. Can be crushed with tongue
4. No chewing necessary

Shinagawa's "Obaachan Bread" is the first product in the bakery industry to receive this official JAS certification, confirming its objective quality and safety. As of December 2025, only four companies, including Shinagawa, have obtained this certification, highlighting the advanced skill and quality assurance that the company has achieved.

Meaning and Future Outlook of "Obaachan Bread"

Social Contributions

Through "Obaachan Bread," the company aims to actively engage in social activities beyond mere food provision. This includes participating in lectures and events to promote awareness around swallowing difficulties, thereby contributing to improved quality of life (QOL) for individuals, from children to seniors, who desire to enjoy bread without worry.

Prior to its official launch, the company intends to distribute samples of "Obaachan Bread" free of charge to elderly care facilities and hospitals in Tokyo. Feedback collected from actual users will be vital for further enhancing the quality of the product.

The official sales launch is planned for spring 2026.

What is "Obaachan Bread"?

Inspired by his own grandparents, who faced challenges with swallowing, the company founder Ryota Sato set out to create a bread that would allow them to enjoy delicious food without anxiety. The guiding concept of "Obaachan Bread" is to create something that one would want to gift to their grandmother. What sets it apart from ordinary bread is its focus on aspects critical for safety: chewability, palatability, and ease of swallowing.

To address common nutritional deficiencies in the diets of the elderly, the bread includes soy milk for added protein and maple sugar to help regulate blood sugar levels and supply necessary minerals. The manufacturing process emphasizes craftsmanship; each loaf is carefully made by skilled artisans, rather than relying solely on machines. This bread boasts a simple flavor that remains enjoyable even with daily consumption.

About Ryota Sato, CEO

Born in 1984 and currently 41, Ryota Sato has a passion for enhancing his hometown. After graduating high school, he worked in a rickshaw company in Asakusa, and later joined Recruit Co. Ltd., where he was involved in promotional efforts for restaurants for approximately five years. In 2010, with aspirations to make his hometown more vibrant, he established Shinagawa Machizukuri Plan Co., engaging in projects for disaster prevention and commercial revitalization in Shinagawa Ward. In 2015, he opened KAIDObooks&coffee, whose signature product, "Raw Scones," has garnered widespread acclaim, even being selected as gifts for celebrities.

From 2023, the products are made available at major department stores nationwide, showcasing the success and reach of the brand.

Other Information

As of November 28, 2025, "Obaachan Bread" has achieved the JAS certification for chewing-easy food, marking a first in the bakery sector. Additionally, KAIDObooks&coffee, a book cafe that celebrated its 10th anniversary last year, serves as a bridge connecting people and communities along the historic Tōkaidō road, with a collection of approximately 10,000 books on travel and local themes on the second floor. Also, their long-selling products like "Raw Scones" and homemade hot dogs continue to attract customers, positioning them as pioneers in this niche market. In 2023, they expanded their distribution to department stores across the country.