FY2021 ASV Awards Grand Prize

The Smart Salt initiative includes conducting online advertising aimed at specific customer clusters, developing tasty, reduced-salt products, educating employees, and constructing ecosystems with local governments, distributors, and academia. Know-how accumulated in Japan is being shared with Group companies overseas with the aims of increasing the number of people following low-salt diets and increasing Group sales of low-salt products. Sales of low-salt products have grown markedly compared to two years before the initiative’s launch, and the number of consumers following low-salt diets (purchasing low-salt products) has grown by 1.54 million in Japan, including 570,000 younger consumers, who generally have little awareness of food sodium content.