Kewpie Corporation (Headquarters: Shibuya-ku, Tokyo; President and CEO: Mitsuru Takamiya; hereinafter "Kewpie") will launch "Kewpie Richly-Filled Japanese-Style Tartar Sauce," a Japanese-style tartar sauce with added bonito broth, soy sauce, and yuzu juice, accented with the aroma of aosa seaweed, nationwide on August 20 (Thu).

Tartar Sauce Special Website

https://www.kewpie.co.jp/tartar/

"Richly-Filled Tartar" Series Welcomes a "Japanese Flavor"!

In recent years, the market for commercially available tartar sauce has been growing, and it is expected to expand to approximately 1.7 times the size of 2019 by 2025 (*1). While it is a classic pairing for fried shrimp and fried oysters, its use is expanding significantly to include fried chicken, bread, and more.

This year marks the 60th anniversary of Kewpie's launch of the first commercially available tartar sauce in Japan in 1966. "Kewpie Tartar Sauce," the standard product, is loved by many customers as the No. 1 tartar sauce in domestic sales share (*2). We also offer the "Richly-Filled Tartar" series (*3), which has a homemade taste and turns any dish into a feast simply by pouring it on, adapting to the changing needs of dining tables over time.

To commemorate the 60th anniversary, we have expanded the lineup of the "Richly-Filled Tartar" series and newly developed a tartar sauce with a "Japanese flavor." The packaging features "horse mackerel fried" (aji fry), which is the most frequently paired menu item (*4) with tartar sauce and complements it well.

*1 Source: Calculated by Kewpie from INTAGE SCI (based on sales value)

*2 Source: INTAGE SRI+ Tartar Sauce Market October 2022 - December 2025 Brand Sales Share

*3 Kewpie Aohata News Release 2018 No.40, Kewpie Aohata News Release 2024 No.11

*4 Source: LifeScape Marketing Inc. "Shoku MAP®" (Dining Occasions: Total Dining Table 2025/4/1-2026/3/31)

Achieving a Changing Taste and Luxurious Ingredient Feel with Unique Technology. Also Suitable for Staple Foods like Noodles and Rice

This product allows you to enjoy a progression of flavors: first, the refreshing acidity and aroma of yuzu juice spread in your mouth, followed by the deep umami of bonito broth and soy sauce, and finally, the subtle, briny aroma of aosa seaweed that gently wafts through your nose. It also retains the "crisp texture of onions" and "chunky ingredient feel" characteristic of the "Richly-Filled Tartar" series. This single product provides a luxurious ingredient feel while achieving a "10-month shelf life at room temperature (refrigerate after opening)" through unique technology.

Japanese-Style Tartar Udon with Chikuwa Tempura

Because it is Japanese-style with bonito broth and soy sauce, it pairs well not only with fried seafood but also with staple dishes such as noodles like udon and somen, and rice. The richness of the egg and the sweetness of the onion are added, creating a dish that stimulates the appetite.

Pan-Seared Salmon and Mushrooms with Japanese-Style Tartar Sauce

Dashi-Flavored Japanese-Style Tartar Potato Salad

Steamed Autumn Vegetables and Chicken with Japanese-Style Tartar Dip

Product details are as follows:

1. Product Name, Contents, Price, and Shelf Life

Brand

Product Name

Contents

Suggested Retail Price

Shelf Life

Kewpie

Richly-Filled Japanese-Style Tartar Sauce

145g

Excluding tax: ¥325

Including tax: ¥351

10 months at room temperature

2. Launch Date

Launching nationwide on August 20, 2026 (Thu)

3. Product Features

・ Generous ingredients! A Japanese-style tartar sauce accented with the aroma of aosa seaweed, in addition to bonito broth, soy sauce, and yuzu juice.

・ Perfect not only with fried foods like horse mackerel fried (aji fry) but also with staple dishes such as rice and udon.

Horse Mackerel Fried (Aji Fry) with Japanese-Style Tartar Sauce

Tartar Sauce Special Website https://www.kewpie.co.jp/tartar/

[Kewpie Tartar Sauce Lineup]

Kewpie's Tartar Sauce, Which Proposed the Experience of Easily Enjoying Western Cuisine at Home 60 Years Ago

Kewpie first manufactured and sold commercially available tartar sauce in Japan in 1966 (Showa 41). Amidst the period of high economic growth, the "envisioned Western cuisine" that could previously only be enjoyed when dining out began to permeate homes.

We launched "Kewpie Tartar Sauce," which continues to this day, described as "a rich and delicious sauce made by mixing chopped pickled cucumbers, onions, and bell peppers into mayonnaise." We proposed ways to enjoy it with freshly fried foods and boiled vegetables, supporting the establishment of Western cuisine culture on Japanese dining tables.

[Reference]

November 14th is "Tartar Sauce Day"

Officially registered by the Japan Anniversary Association

https://www.kewpie.com/newsrelease/2022/2769/

FACT BOX

  • Source: PR TIMES
  • Category: New Product