#Japan #Tokyo #Private Brand #Ito-Yokado #Seven the Price

Ito-Yokado Expands 'Seven the Price' Lineup

In response to the increasing demand for savings due to rising prices, Ito-Yokado, headquartered in Shinagawa, Tokyo, is set to expand its low-cost private brand, 'Seven the Price.' The company plans to grow its selection to approximately 400 items, representing a 30% increase compared to fiscal year 2025 by the year 2026.

As inflation persists and prices continue to rise, consumer attention to pricing has intensified. In light of these conditions, Ito-Yokado is enhancing the 'Seven the Price' brand while maintaining a commitment to quality and taste. Their approach includes improving package efficiency and standardization, streamlining logistics and production processes, and focusing on simple product development. This strategy allows them to offer low-priced products that provide excellent value for customers.

Since its launch in July 2021, 'Seven the Price' has garnered significant customer support. Existing store sales doubled in fiscal year 2024, with expectations to reach 150% in fiscal year 2025 compared to the previous period. For fiscal year 2026, the company anticipates a 120% growth.

As part of this initiative, starting in March 2026, Ito-Yokado will sequentially sell 15 items, focusing on common household staples such as mayonnaise, roasted seaweed, and instant coffee.

Additionally, between April 1 and 3, a promotional event will allow customers to enjoy discounts on select 'Seven the Price' items, reinforcing the initiative under the theme of 'Red Price Day.' This program is designed to feature essential everyday foods at bargain prices, inspired by the theme color red, celebrated during last year’s Black Friday.

To ensure their offerings align with customer expectations, Ito-Yokado is dedicated to balancing quality and price while enhancing product development and service. The company aims to remain relevant by closely responding to consumer needs.

Product Examples

• - Seven the Price Mayonnaise 1kg

Price: ¥578 (tax included: ¥624)
Innovations:
1. Utilization of a standard bottle cap to reduce material costs.
2. Increased volume to enhance production efficiency and lower manufacturing costs.
3. Focused production periods for further cost reduction.
4. A simple formulation with balanced acidity for straightforward product design.

• - Seven the Price Sweet Mapo Harusame 143g

Price: ¥198 (tax included: ¥213)
Innovations:
1. Silver plain pouches to cut packaging production costs.
2. Use of the same materials as existing products to lower raw material procurement costs.

• - Seven the Price Chicken Nuggets 500g

Price: ¥498 (tax included: ¥537)
Innovations:
Collaboration between prepared foods and meat departments for bulk joint purchasing to drive down procurement costs.

• - Seven the Price Instant Coffee 100g + 20g

Price: ¥398 (tax included: ¥429)
Innovations:
Bulk procurement in container units resulting in reduced procurement costs (promotional increased volume).

• - Seven the Price Roasted Seaweed 3 cuts, 20 sheets

Price: ¥278 (tax included: ¥300)
Release Date: Sequentially from April 13, 2026.
Innovations:
1. Focused production to enhance manufacturing efficiency and cut production costs.
2. Employment of comparatively inexpensive seaweed from Korea.

Special Event: Red Price Day

From April 1 to 3, a gathering of delightful “red” products will be on sale, offering customers an opportunity to secure great deals on essential food items.

(Note: Images are for illustration purposes only. Product availability may differ across stores and is subject to change without notice. Promotions will end once items are sold out.)