Received the 52nd Food Industry Technology Achievement Award in the marketing category
Saraya's [Lakanto S Granules] is a sweetener made from two plant ingredients: a high-purity extract of the Cucurbitaceae fruit, Lakanka, and a natural sweetener, erythritol. It has been supported by people who are highly conscious of beauty and health, but it has come to be noticed as a product that drives the low-calorie sweetener market, which has expanded due to the increase in eating at home and the rise in health and diet awareness due to the corona crisis.
It was born in 1995 as Japan's first zero-calorie sweetener and has developed marketing from the perspective of [experiences] rather than [things] such as [awareness of diabetes prevention] through medical institutions. Rather than relying on TV commercials, we have been working on digital promotions from early on, and we have accumulated steady and careful promotions to gain trust based on the key points of differentiation from other companies, namely, [natural sweeteners] and [safety].
In recent years, there are many fans such as famous chefs, celebrities, models, influencers, etc. who personally communicate the goodness of the product on WEB / SNS, and it has also acquired young people in their teens and twenties.
Currently, we are expanding sales in the United States and other parts of the world. Further growth is expected in line with global health-conscious needs.