Always Demanding Something Healthier - The Forever Developing Japanese Health Food Market
Because the demand for health foods is always very high among consumers in Japan, companies are continuously on the run to develop the next sensational health product.
Kewpie Co. recently announced Dife, a condiment that looks and tastes like mayonnaise that is not only low in calories but lowers cholesterol. This new miracle worker took an approximately five and a half year struggle to develop. The secret is in the use of plant sterol found in soybeans and rapeseed which displaces cholesterol in the micelle, a liquid particle. Since cholesterol cannot be absorbed by the small intestine without the ability to become part of the micelle, it does not reach the bloodstream. Though Kewpie Co. dominates with 70 percent of market share, there is no time to rest since the health food battle continues with Ajinomoto, Kewpie Co.’s competitor which is currently in the process of developing a similar product.
B.A. in International Affairs from the University of Puget Sound in Washington.