#Japan #Tokyo #Natori #Cheesy Tatar #Salted Ume

A Summer Delight with the New Chilled Cheesy Tatar

Natori Co., Ltd., headquartered in Kita-ku, Tokyo, has announced the launch of a new and limited-time chilled cheesy snack, 'Chilled Cheesy Tatar with Salted Ume', available from June 9. This product is designed to capture the essence of summer with its refreshing ume flavor that resonates well with the season's traditional tastes.

Development Background

The 'Cheesy Tatar' has established itself as one of Natori's long-selling products, known for its convenience and delightful texture that can be enjoyed anywhere, anytime. In addition to the regular ambient version, the smooth-textured chilled variant of this product has also risen in popularity. The latest offering embraces the summer by highlighting the season's quintessential ingredient, ume (plum), complemented by a hint of salt to enhance its flavor profile, making it an ideal snack. It’s known that the peak season for ume falls between May and July, making this timing especially apt.

Market research indicates that about 50% of chilled cheese consumers are women in their 40s and above, aligning with the demographic that tends to prefer ume flavors. Recognizing this affinity, the new seasoning provides an ideal match for consumers, furthering the excitement around enjoying a tasty summer snack.

Product Features

• - A Flavorous Combination of Salt and Ume: The Cheesy Tatar features a pleasant aroma of ume coupled with a subtle saltiness, ensuring a deliciously savory taste. The ume is incorporated into the cheese in flake form, allowing for a pronounced ume essence.

• - Cheese Blend Enhancing Ume's Flavor: A rich cheddar cheese is blended with plain cream cheese, skillfully balancing to amplify the fresh tartness and umami of the ume.

• - Premium Ingredients: This product utilizes the Kishu Nanko Ume, a renowned variety of plum from Wakayama Prefecture, along with Shimamaasu, a traditional salt made from slowly boiled seawater.

Developer Insights

Q. What are the key features you focused on?
The aim was to craft a premium summer offering, thus I paid special attention to the seasoning. We selected the Kishu Nanko Ume, celebrated for being one of the finest varieties of ume, known for its fruity aroma and soft flesh. This ingredient enhances the quality perception of our product. Additionally, Shimamaasu, which translates to 'island salt' in Okinawan dialect, brings not just saltiness but also a unique umami taste that accentuates the raw flavors. We are excited for customers to feel the summer spirit with 'Chilled Cheesy Tatar with Salted Ume'. Experience it for yourself!

Product Overview

Product Name:

Chilled Cheesy Tatar with Salted Ume (Refrigerated)

Size:

24g

Suggested Retail Price:

151 yen (including tax at 8%)

Availability:

Throughout Japan (available at chilled cheese sections of supermarkets, GMS, and convenience stores)

Release Period:

• - Convenience Store Early Release: June 9 - September 30
• - General Release: June 30 - September 30

Series Line-up

The 'Chilled Cheesy Tatar' series includes five affordable options perfect for solo snacking. Delight in its smooth texture and rich flavor, specifically crafted to enhance your moments of relaxation this summer.