'Together at the Same Table.' Topvalu 'Yasashi Gohan' Celebrates 10th Anniversary, Moving to a New Stage

The Topvalu 'Yasashi Gohan' series, planned and developed by Aeon with the concept of consideration for food allergies, will celebrate its 10th anniversary in November 2026. With the slogan 'Together at the same table,' the brand aims to make such considerations a daily norm rather than something special, and will further strengthen information dissemination along with product planning and development. ■ Overview of the Topvalu 'Yasashi Gohan' series. Born in 2016 as a product line free from specific raw materials, based on the wish that 'the whole family can enjoy the same delicious meal together.' Since its launch, the lineup has expanded to include baked goods, frozen foods, and sweets so that people with food allergies, their families, and friends can share the same table. ■ Background of planning and development (expansion as a social issue). Understanding of food allergies is spreading, and interest in creating an environment where diverse people can enjoy meals together is increasing. In recent years, it has been recognized as a social issue not only in daily life but also in food support during disasters. Aeon has planned and developed the 'Yasashi Gohan' series with the goal of making 'consideration not something special, but a daily norm.' As 'consideration for people' in Topvalu's brand vision 'Harmony with People and the Earth,' we aim to realize a society where everyone can enjoy the same meal through 'Yasashi Gohan.' ■ Future development (marking the 10th anniversary). Taking the 10th anniversary as an opportunity, 'Yasashi Gohan' will move to a new stage. We will further strengthen product planning and development and information dissemination, and promote proposals that can be utilized by more customers. We are planning to launch new products this winter. Also, August 3rd and 4th are certified as 'Yasashi Gohan Day' by the Japan Anniversary Association, and this year marks the third year. We will utilize such opportunities to widely communicate the direction and philosophy of this series. Aeon will continue to promote sustainable initiatives from both environmental and social perspectives toward the realization of 'Harmony with People and the Earth,' and provide products and services that stay close to customers' lives.