A Veteran Seafood Processed Products Manufacturer's Challenge: Moving Beyond Surimi — Sugiyo's Bold Step Amid a Changing Industry Landscape

Morinaga & Co., Ltd. has launched the project "Making 'Eating' Healthier" from April, with details rolling out from late May, through its proprietary lactic acid bacteria strains 'Shield Lactic Acid Bacteria®' and 'Happines Lactic Acid Bacteria®'.

The "Making 'Eating' Healthier" project was born from Morinaga's desire to deliver the value behind its new corporate tagline, "What You Can Do for Your Gut Today," to consumers together with various BtoB partner companies that develop everyday food products. Through this initiative, Morinaga aims to share with consumers collaborative efforts with partner companies across diverse categories, all working together to spread smiles.

This time, we spoke with Mr. Kasuya, Section Chief of the New Business Promotion Department at Sugiyo Co., Ltd.—a long-time user of 'Shield Lactic Acid Bacteria®' in its 'Yakakama Stick' product, and since spring this year, also incorporating the strain into its new product 'Totono Eiru'.

● What is Totono Eiru?

Positioned as a health-supportive sweet that meets the growing consumer interest in gut health, Totono Eiru is designed around the concept of a food that makes 'balancing your body' easy and sustainable, even in a busy daily life.

Unlike typical health foods that often feel like a compromise, Totono Eiru prioritizes great taste that consumers will want to reach for daily. The product line includes two familiar, comforting flavors: cheesecake and sweet potato. Designed for one-handed, convenient consumption, it fits easily into busy routines—such as hectic mornings or work breaks—when you're short on time but want to eat something. Combining deliciousness and functionality, Totono Eiru gently supports daily well-being.

● Could you share the background behind Totono Eiru's development and the reason for incorporating 'Shield Lactic Acid Bacteria®'?

Our company specializes in manufacturing seafood-based processed products. With the rising popularity of high-protein diets, kamaboko (fish cake) has gained renewed attention as a protein-rich food. However, we also face the challenge of declining marine resources, making it necessary to develop products that do not rely on surimi (fish paste).

While searching for new ideas, we noticed a growing demand for convenient, portable, one-handed food formats. At the same time, we sensed that while people are increasingly health-conscious, many feel, 'I know I should, but I'm too busy to act on it.'

By combining these consumer insights with the industry's challenges and rising demand for convenience, we decided to develop a product that offers health benefits without depending on marine resources—something portable and appealing.

As we explored this new one-handed product concept, we decided to focus on desserts, aiming not for health foods that feel like a sacrifice, but ones that genuinely satisfy the palate. We also wanted to go a step further in offering meaningful health benefits that could be easily integrated into daily life. Initially, we considered adding dietary fiber, but ultimately believed that incorporating lactic acid bacteria—nutrients often overlooked in daily meals—would deliver greater value. For this reason, we chose 'Shield Lactic Acid Bacteria®' as an ingredient that can be effortlessly incorporated into everyday life.

● What values do you hope to continue delivering through Totono Eiru?

The name Totono Eiru reflects two meanings: 'balancing your body' and our desire to 'support' those who strive to take care of themselves amid busy lives. What we aim to deliver through Totono Eiru is not just nutritional supplementation, but the experience of feeling naturally balanced through enjoyable, sustainable eating.

'Balancing' does not mean achieving a perfect state, but rather gradually restoring balance in everyday life. Moving forward, we hope to continue supporting people in positively 'balancing' their daily lives through food, and to send an 'encouraging cheer' to those committed to this effort.

Until now, we have worked with seafood processed products rooted in Noto's food culture. After experiencing the recent earthquake, we have been reminded anew of 'food's power to sustain daily life' and 'the value of being able to eat normally without disruption.'

That is why we wanted to deliver a product that supports bodily balance in a way that fits naturally into hectic routines.

Moreover, Totono Eiru represents Sugiyo's challenge into a completely new domain—one that does not rely on surimi. This initiative leverages our accumulated expertise while stepping boldly into the future, and this very spirit is embedded in the product's message. We hope to stand beside those who, after the disaster, are moving forward and striving to take on new challenges, quietly cheering them on. This sentiment is also woven into the product's name.

● Finally, a message to the "Making 'Eating' Healthier" initiative.

At our company, we value the theme of 'healthy & happy'—prioritizing not only health, but also 'deliciousness' and 'enjoyment.' We deeply resonate with Morinaga's vision of "Making 'Eating' Healthier" and its concept of a 'light, sustainable approach to wellness' that fits naturally into daily life.

Totono Eiru embodies this 'light, sustainable wellness'—designed to be effortlessly incorporated and naturally continued as part of everyday life.

While people recognize the importance of health, many also feel that being too strict makes it hard to sustain. In this context, the idea of 'wellness without overexertion' feels highly valuable for today's society—and closely aligns with our own goals. Going forward, we aim to deliver to consumers both the 'comfort of sustainable habits' and the 'joy of eating' through food products that naturally support health in everyday meals.

● About Sugiyo Co., Ltd.

Founded as a fish merchant in Nanao, Noto by Yosaku Sugino-ya, the company began manufacturing processed seafood products during the Meiji era. In 1952, during Japan's postwar nutritional crisis, it launched 'Vitamin Chikuwa' made from shark. In 1972, it developed 'Kaniashi,' the world's first imitation crab meat. In 2015, it released 'Unakamachan,' a kamaboko product that mimics eel. Today, the company continues to innovate beyond traditional fish paste products, advancing into surimi-free product development and agricultural ventures.

● Reference: 'What You Can Do for Your Gut Today.'

To realize its corporate slogan 'For Brighter Smiles,' Morinaga & Co., Ltd. has established the new corporate tagline 'What You Can Do for Your Gut Today.' The company has begun rolling out this message across its communications starting from March 31, 2026.

Morinaga Establishes New Corporate Tagline 'What You Can Do for Your Gut Today' to Achieve Its Mission 'For Brighter Smiles'

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