Received the 52nd Food Industry Technology Merit Award in the marketing category
Saraya's "Lakanto S Granules" is a sweetener made from two plant materials: a highly purified extract of lakangka, a cucurbitaceous fruit, and erythritol, a natural sweetener. It has been supported by the beauty and health conscious and is now attracting attention as a leading product in the low-calorie sweetener market, which has expanded due to the increase in opportunities for eating at home and heightened health and diet awareness in the Corona disaster.
In 1995, the product was launched as Japan's first zero-calorie sweetener, and marketing was developed from the perspective of "things" rather than "products" to raise awareness of diabetes prevention through medical institutions. Instead of relying on TV commercials, the company began digital promotion from early on and has been steadily and carefully promoting the product to gain trust based on "natural sweeteners" and "safety," which are the points that differentiate it from other companies.
In recent years, the company has gained many fans, including famous chefs, celebrities, models, and influencers who personally convey the advantages of its products on the Web and social networking services, and has also attracted younger consumers in their teens and 20s.
Currently, sales are expanding in the U.S. and other parts of the world. Further growth is expected in line with global health-conscious needs.