#Japan #Tokyo #Wellneo Sugar #AirHold Pouch #Frost Sugar

Wellneo Sugar's New Product Launch: 'Sasatto Sugar'

Tokyo, Japan - Wellneo Sugar Inc., led by President Koji Yamamoto, is set to revolutionize the sugar market with the launch of its new product, 'Sasatto Sugar,' on September 29, 2025. This innovative sugar comes in an AirHold Pouch®, designed by TOPPAN Inc., boasting a convenient standing pouch that utilizes air to maintain its structure. 'Sasatto Sugar' offers a unique way for consumers to use granulated sugar without the need for transferring it to another container. Available in select supermarkets, mass retailers, and online stores, it's sure to capture the attention of busy households and culinary enthusiasts alike.

Background for Launch

The sugar industry has faced declining consumption trends due to shifts in consumer preferences towards less sweetness, aging population, and a rise in dual-income households leading to decreased home cooking. Consequently, Wellneo's proprietary product, Frost Sugar, has experienced declining sales despite its reputation as an ideal ingredient for baking and yogurt. A substantial strategic transformation became necessary to rejuvenate its sales performance.

In response, Wellneo Sugar and TOPPAN launched a rebranding project aimed at expanding Frost Sugar's uses beyond confectionery and yogurt. The objective was clear: to redesign the product with a focus on everyday culinary applications, targeting a broader customer base. The collaboration led to significant changes in branding, product naming, packaging, and the introduction of the easy-to-use AirHold Pouch.

Features of 'Sasatto Sugar'

Quick Dispensing Container

Unlike conventional sugars which often come in pouches without zippers, requiring transfer to a storage container, 'Sasatto Sugar' offers convenience through its newly designed dispensing container. This allows for easy one-handed use, enhancing the cooking experience by making sugar incorporation smooth and efficient.

Improved Granule Size for Easier Dissolution

Based on feedback from culinary professionals and consumers, Wellneo Sugar now presents a finer granule size for 'Sasatto Sugar.' Studies showed that better dissolving and blending properties were essential, leading to the design of a granulated product that dissolves quickly in various temperatures and blend smoothly with other ingredients. This transformation enhances ease of use, making 'Sasatto Sugar' an indispensable ingredient in everyday cooking.

Integration of AirHold Pouch® Technology

The innovative AirHold Pouch® provides excellent usability and environmental benefits. The design's air-filled pillar enhances the pouch's stability, ensuring it stands upright for an aesthetically pleasing display. Even as the product is used, it maintains its structure, preventing any risk of spillage. Additionally, this pouch has a simple opening mechanism that allows for easy removal of air, enabling space-efficient disposal. With TOPPAN's proprietary GL BARRIER transparent film, environmental impact is substantially reduced compared with traditional plastic or aluminum containers.

Future Developments

Moving forward, Wellneo Sugar aims to enhance product presence in supermarkets and retail channels while launching various consumer-focused promotional campaigns alongside TOPPAN. They seek to elevate awareness and boost sales through multiple initiatives.

Dedicated Landing Page for 'Sasatto Sugar'

As part of the launch strategy, Wellneo Sugar has created a special landing page on their official website, showcasing the features, usage tips, and recipe inspiration for 'Sasatto Sugar' (https://www.wellneo-sugar.co.jp/special/frost_sasatto). This will also include a promotional video detailing the product's benefits.

Collaboration with 'Ouchi Gohan'

Aligning with food trend media, Wellneo Sugar will collaborate with WEB media 'Ouchi Gohan' to reach consumers interested in recipes and cooking. In November and March, 100 individuals will receive samples of 'Sasatto Sugar' to use in their cooking and share images on social media, further promoting its usage.

Product Overview

• - Product Name: Sasatto Sugar
• - Ingredients: Raw sugar
• - Content: 230g
• - Availability: Select supermarkets, official online store, and certain e-commerce websites
• - Price: Open pricing
• - More Information: Sasatto Sugar Product Page

About Frost Sugar

Frost Sugar stands out for its porous structure, making it dissolve rapidly in cold water, fitting consumer demands for convenience. Developed in 1968, it adapts to many culinary needs and maintains great sweetness comparable to granulated sugar.

Company Profile

Wellneo Sugar Inc. was founded on January 1, 2023, through the merger of Nishin Seito Co. and Itochu Seito Co. It focuses on strengthening its 'Sugar Segment' while expanding into functional food materials and wellness solutions.