Responding to Increased Savings Needs Due to Rising Prices, Low-Price PB 'Seven The Price' Lineup to Expand to Approximately 400 Items by FY2026, a 30% Increase
Ito-Yokado is expanding its low-price private brand 'Seven The Price'.
📋 Article Processing Timeline
- 📰 Published: March 31, 2026 at 18:00
- 🔍 Collected: April 1, 2026 at 13:39 (19h 39m after Published)
- 🤖 AI Analyzed: April 17, 2026 at 08:26 (378h 46m after Collected)
Ito-Yokado Co., Ltd. (Headquarters: Shinagawa-ku, Tokyo; President and CEO: Yukio Mafune; hereinafter referred to as "Ito-Yokado") aims to expand the product lineup of its low-price private brand "Seven The Price" to approximately 400 items by fiscal year 2026, an increase of about 30% compared to fiscal year 2025.
In recent years, with continuous price increases against the backdrop of prolonged inflation, customer interest in "price" has grown significantly. In response to this situation, Ito-Yokado is strengthening the development of its low-price private brand "Seven The Price," which offers great value through initiatives such as "streamlining and standardizing packaging," "consolidating and optimizing logistics and production systems," and "creating simple products," while maintaining a commitment to reliable quality and taste.
Since its introduction in July 2021, "Seven The Price" has received strong support from many customers, with existing store sales continuing to grow year-on-year: approximately 200% in FY2024 and approximately 150% in FY2025. Growth of 120% compared to the previous fiscal year is also planned for FY2026.
As part of these efforts, starting from March, the beginning of FY2026, 15 new items are being sequentially released, focusing on frequently used categories in daily meals, such as "mayonnaise," "roasted seaweed," and "instant coffee."
Additionally, from April 1st to 3rd, a special campaign will be held for select "Seven The Price" products, offering great deals with a "choose any 2" or "choose any 3" offer. In conjunction with this, and inspired by the popular "red" theme color of "Seven The Price" from last year's Black Friday, we will hold a "Red Price Day" featuring a selection of affordably priced items, primarily essential foods for daily meals.
Ito-Yokado will continue to strive for optimal balance between quality and price, pursuing product development and service improvements that meet customer needs, while staying close to their daily lives.
【Example Products】
Product Name: Seven The Price Mayonnaise 1Kg
Price: 578 yen (624 yen incl. tax)
Innovations:
① Uses existing bottle caps from the manufacturer to reduce material costs.
② Increased capacity for production efficiency and reduced manufacturing costs.
③ Production concentrated over a period for efficiency and reduced manufacturing costs.
④ Simple formulation with reduced acidity for minimal waste in product design.
Product Name: Seven The Price Mapo Spring Roll (Sweet) 143g
Price: 198 yen (213 yen incl. tax)
Innovations:
① Uses a plain silver pouch for the inner packaging, reducing packaging production costs.
② Utilizes the same raw materials as existing manufacturer products to reduce raw material procurement costs.
Product Name: Seven The Price Mapo Spring Roll (Medium Hot) 143g
Price: 198 yen (213 yen incl. tax)
Innovations:
① Uses a plain silver pouch for the inner packaging, reducing packaging production costs.
② Utilizes the same raw materials as existing manufacturer products to reduce raw material procurement costs.
Product Name: Seven The Price Clam and Wakame Soup 3 servings
Price: 128 yen (138 yen incl. tax)
Innovations: Utilizes raw materials (clams, wakame seaweed, etc.) held by the manufacturer to reduce raw material procurement costs.
Product Name: Seven The Price Rich Chicken Soup 3 servings
Price: 128 yen (138 yen incl. tax)
Innovations: Utilizes raw materials (dried green onions, sesame seeds, etc.) held by the manufacturer to reduce raw material procurement costs.
Product Name: Seven The Price Chicken Nuggets 500g
Price: 498 yen (537 yen incl. tax)
Innovations: Collaboration between the deli and meat departments for bulk joint procurement, reducing procurement costs.
Product Name: Seven The Price Nameko Grated Mushroom 395g
Price: 298 yen (321 yen incl. tax)
Innovations:
① Achieves affordable pricing by purchasing raw materials in bulk at times when market prices are low.
② Reduces manufacturing costs by increasing capacity and improving production efficiency.
Product Name: Seven The Price Instant Coffee 100g + 20g
Price: 398 yen (429 yen incl. tax)
Innovations: Reduces procurement costs through bulk purchasing in container quantities (limited-time bonus increase).
Product Name: Seven The Price Kotsubu Kabuki Age 149g
Price: 198 yen (213 yen incl. tax)
Innovations:
① Reduces costs by increasing capacity and improving production efficiency.
② Reduces logistics costs by changing the number of units per box from 12 to 15 upon store delivery.
Product Name: Seven The Price Brown Sugar Steamed Cake
Price: 98 yen (105 yen incl. tax)
Innovations: Achieves affordable pricing by increasing handling volume compared to conventional products, thereby improving production and procurement efficiency.
Product Name: Seven The Price Roasted Seaweed 3-cut 20 sheets
Price: 278 yen (300 yen incl. tax)
Release Date: Sequentially from April 13th (Monday)
Innovations:
① Reduces manufacturing costs by concentrating production over a period for efficiency.
② Uses Korean seaweed, which is relatively cheaper than domestic raw materials.
Product Name: Seven The Price Domestic Shredded Seaweed 20g
Price: 498 yen (537 yen incl. tax)
Release Date: Sequentially from April 13th (Monday)
Innovations: Achieves affordable pricing by utilizing seaweed scraps generated during the production process.
*Images are for illustrative purposes only.
*May not be available in some stores.
■ "Red Price Day" Campaign April 1st (Wed) - 3rd (Fri)
A Collection of Great Deals on "Red" Products (Examples)
*Images are for illustrative purposes only.
*May not be available in some stores.
*Availability may change.
*Offer valid while supplies last.
FAQ
What kind of brand is 'Seven The Price'?
'Seven The Price' is a low-price private brand developed by Ito-Yokado. While focusing on reliable quality and taste, it achieves affordable prices through measures such as streamlining and standardizing packaging, consolidating and optimizing logistics and production systems, and creating simple products.
Why is the product lineup for 'Seven The Price' being expanded?
Due to the ongoing price increases in recent years, customer interest in price has grown. Therefore, we are expanding the lineup to offer products at more affordable prices to a wider range of customers.
What will be the scale of the brand by FY2026?
By FY2026, we aim to expand the lineup to approximately 400 items, an increase of about 30% compared to FY2025.
What kind of products will be included in the expansion?
The expansion will focus on categories frequently used in daily meals. Specific examples include mayonnaise, roasted seaweed, instant coffee, mapo spring roll, soups, chicken nuggets, nameko grated mushroom, steamed cakes, and more.
What is 'Red Price Day'?
'Red Price Day' is a campaign held from April 1st to 3rd, offering deals on select 'Seven The Price' products with a 'choose any 2' or 'choose any 3' offer. Additionally, a 'Red Price Day' featuring affordably priced items, primarily essential foods for daily meals, will be held concurrently.