House Foods Announces New Packaging for Prime Vermont and Java Curry to Expand Appeal

House Foods Revamps Prime Vermont and Java Curry Packaging

House Foods Corporation is set to revitalize the image of its beloved Prime Vermont and Prime Java Curries with a new packaging design. Starting from August 11, 2025, these updated products will be available at supermarkets across the nation. Since their debut in 2006, these curries have evolved to meet the tastes of health-conscious middle-aged consumers. However, in recent years, they have also gained popularity among younger consumers focused on body fitness, demonstrating a remarkable expansion in their customer base.

The new packaging will showcase significant updates across all items, emphasizing key health benefits such as 50% reduction in calories and fats. Additionally, they will highlight House Foods' proprietary technology, Crush Roux, which provides a delightful balance of flavor despite using less oil than traditional solid roux. This initiative aims to deliver a delicious, healthier curry experience that appeals to a wider audience. The Prime Vermont Curry will be offered in a 103g package, while the Prime Java Curry will come in 112g, both priced at a recommended retail price of 383 yen (excluding tax).

Key Changes in Packaging

- The updated design prominently features a larger 50% label, making it clear that the product offers 50% fewer calories.
- The name of the roux has been refreshed to Crush Roux, helping consumers understand its easy-to-dissolve granule form better.

Innovative Tech: Crush Roux

To communicate the benefits of the new granulated roux more effectively, its name has shifted from micro-crushed roux to Crush Roux. This patented technology from House Foods allows for a reduction in fats compared to solid roux while still enhancing the dish's flavor profile. The high-heat cooking process maximizes the aroma of various spices and seasonings, ensuring that consumers can enjoy a rich taste despite the lower calorie and fat content.

Promotional Strategies

To encourage awareness, trials, and repeat purchases, House Foods is planning to strengthen its promotional activities. The message “Deliciously Off.” embodies the concept of balancing health with taste, and from September to October, the company will launch a continuous TV commercial campaign to drive this message home. To capture the interest of younger audiences interested in body fitness, House Foods will also collaborate with the influential diet expert Torepina, known for her effective homemaking weight loss strategies.

About Torepina

Torepina, a diet influencer, has successfully lost 9 kg through home workouts, and she promotes enjoyable, sustainable dieting methods. With over 1.36 million subscribers on her YouTube channel as of July 2025, Torepina shares strategies for healthy eating and effective exercise.

Product Features

Prime Vermont Curry

This curry balances the rich, creamy flavors of Vermont Curry with a 50% calorie reduction. It's an ideal choice for those watching their calorie intake but still wanting to savor the deliciousness.

Prime Java Curry

This offering combines the spicy delight of Java Curry with the same 50% calorie reduction, making it perfect for individuals who appreciate a flavorful zest in their meals.