New ‘natto’ fermented soybean product packed with immune system-boosting bacteria

TOKYO — “Natto” fermented soybeans are a beloved staple of many Japanese breakfast tables, typically eaten with rice. Though famous for its pungency and sticky texture, natto is equally renowned for its health benefits. Now, a pair of food and drink firms is looking to maximize that latter quality with a natto product plus beverages packed with a strain of lactic acid bacteria, purported to have immune system-boosting qualities.

Drinks giant Kirin Holdings Co. and major natto producer Takanofoods Co. announced the products on Aug. 19, with sales set to begin in eastern Japan (excluding Hokkaido) on Sept. 1.

Kirin focused on natto because, despite the high consumer interest in maintaining or boosting immunity, few people included immune system care in their daily routine. In a survey conducted by Kirin in September 2022 of 10,000 men and women aged 20 to 69, 85.4% responded that “immunity is necessary for health.” However, only 5.9% practiced immune care daily, and 5.3% at least once a month.

On the other hand, a 2023 survey by the Japan Natto Cooperative Society Federation, an industry group, found that 18.9% of Japanese people eat natto daily — the highest in the past 10 years — and 63.4% eat it at least once a week. The most common reason for the increased frequency was “because it has health benefits,” at 51.4%. As a result, Kirin aimed to develop a product that could help maintain immunity through regular consumption, and teamed up with Takanofoods, known for popular natto products like “Okame Natto.” After about two years of development, the results of their efforts are ready for release.

The new product, “Sugoi Natto Gold with Plasma Lactobacillus Sauce,” uses 100% domestically grown soybeans of medium or larger size. Each packet of sauce contains 50 billion bacteria known as Lactococcus lactis strain Plasma, with two packs being the recommended daily intake. The suggested pretax retail price is 255 yen (about $1.75), making it more expensive than other natto products.

Takanofoods sales promotion division executive Yoshimasa Teraoka commented, “It took time to come up with a concept that would elevate this product above regular natto. We focused on the taste of the sauce, using extracts from bonito flakes, kombu and dried sardines. We believe people will enjoy eating it.”

Also on Aug. 19, the Kirin Group announced that it would begin nationwide sales of a “delicious immune care” vegetable drink series, including a product packed with “a day’s worth of vegetables” plus 100 billion Lactococcus lactis strain Plasma bacteria on Sept. 3. The drink will come in two varieties: vegetable (100% vegetable juice), and vegetable and fruit (51% vegetable juice, 49% fruit juice). The suggested pretax retail price is 184 yen ($1.25).

(Japanese original by Kazuki Sakuma, Tokyo Business News Department)