Shikishima Baking's First Baby Food Brand Launched Through Tokai TV's Premium Business Service "Edge"!

Tokai TV Broadcasting Co., Ltd. (Headquarters: Nagoya City, Higashi-ku) has supported Shikishima Baking Co., Ltd. (Pasco) in its new business development through its corporate new business support service "Edge," leading to the launch of the company's first baby food brand, "Nigipaku Friends."

"Nigipaku Friends" is a baby food brand that focuses on "hand-to-mouth eating," born from the childcare experiences of Pasco's current mothers who are employees.

The product "Nigipaku Friends Sanma Hamburg" will be test-marketed on the crowdfunding service "Makuake" from June 30, 2026 (Tue) to July 30, 2026 (Thu).

By utilizing "Edge," which combines Tokai TV's media outreach capabilities with its expertise in new business development, an idea born from an employee's personal experience takes a step towards commercialization to support meals for parents and children.

"Nigipaku Friends" Teaser Site https://www.pasconet.co.jp/nigipakufriends/

Turning Employee Ideas into Businesses That Reach Society

"Edge" is Tokai TV's new business support service that unearths ideas, technologies, and the aspirations of individual employees within companies and delivers them to society as new businesses.

It supports companies in creating new businesses by assisting with organizing business ideas, verifying customer needs, refining products and services, and disseminating information for commercialization.

The "Nigipaku Friends" brand, launched this time, was born from Pasco's "internal contest to commercialize employee ideas."

In the process of verifying ideas originating from individual employees' childcare experiences against the challenges faced by consumers and refining their business value, Edge provided advice on verifying customer needs from a media perspective, how to disseminate information, and ways of thinking that are not bound by internal common sense.

As a result, the launch of Pasco's first baby food brand and test sales on Makuake have been realized.

Pasco Employee: Sakura Hayashi

The development was inspired by the childcare experience of Sakura Hayashi, the proposer and a mother of two.

"I have to make sure they eat properly."

"I made it, but they won't eat it."

Because of their strong feelings for their children, the time spent preparing and feeding baby food can become a significant burden for guardians.

Sakura Hayashi herself experienced similar struggles while raising her child during the baby food stage.

From this emerged the idea:

"It's okay to rely more on products and services."

"You don't have to bear the burden of childcare alone."

She wanted to turn her experience into help for guardians facing similar challenges and applied to the internal contest to commercialize employee ideas. The adoption of her idea led to the launch of Pasco's first baby food development project.

First Product: "Nigipaku Friends Sanma Hamburg"

The product to be test-marketed on Makuake from June 30, 2026 (Tue) is "Nigipaku Friends Sanma Hamburg."

Using saury as the main ingredient, the product pursues a shape and texture that children can easily hold and eat with their own hands.

1. Shape Easy to Hold with Small Hands

Achieves a size that is easy for a child's small hands (around 1 year old) to grip, and a texture that is easy to crush with their gums.

It encourages the child's desire to "eat by myself" and leads to a sense of accomplishment of "I did it myself."

2. Easily Incorporate Nutrients from Saury

Contains saury, which includes DHA, EPA, calcium, and vitamin D.

It reduces the burden of preparing and cooking fish while offering a gentle flavor that is easy to incorporate into daily meals.

3. No Cooking Required & Room Temperature Storage

Once opened, it can be eaten as is without cooking.

Since it can be stored at room temperature, it can be used in various situations, such as for meals on busy days, for carrying when going out, for stocking at home, and for emergency preparedness during disasters.

Gather Feedback from Consumers on Makuake for Future Product Development

The sales on Makuake this time will be conducted as test sales for the full-scale business development of the product.

We plan to gather reactions from guardians and children who actually handle the product, as well as opinions on ease of eating, usage scenarios, taste, and shape, to lead to future product improvements and the development of new lineups.

"Edge" will continue to support the creation of new businesses that solve the challenges of consumers and society by combining the technologies and brand power of companies with the experiences and aspirations of individual employees.

Makuake Project Overview

Project Name: [Pasco's First Baby Food Development] "Nigipaku Friends" Focusing on "Hand-to-Mouth Eating"

Project Period: Scheduled for June 30, 2026 (Tue) - July 30, 2026 (Thu)

Product Name: Nigipaku Friends Sanma Hamburg

Proposer: Shikishima Baking Co., Ltd. Sakura Hayashi

Platform: Makuake

"Nigipaku Friends" Teaser Site: https://www.pasconet.co.jp/nigipakufriends/

About Tokai TV Premium Business Service "Edge"

"Edge" is a new business support service for corporations developed by Tokai TV Broadcasting Co., Ltd.

It supports companies' new challenges by combining Tokai TV's accumulated planning, interviewing, video production, and information dissemination capabilities with its expertise in new business development.

In addition to providing video content and worksheets to learn the knowledge necessary for new businesses, it offers tailored support for each company's challenges, such as organizing business ideas, verifying customer needs, and disseminating information internally and externally.

Currently, we are recruiting participating companies for the Summer 2026 plan on a "limited number of companies" basis.

Recruitment Period: April 1, 2026 - June 30, 2026

Program Start: Scheduled for July 2026

The application deadline is approaching.

We encourage companies that wish to launch or commercialize new businesses to consider this opportunity.

If you are interested, please request materials first!

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Scenes from Offline Networking Event

Edge Participating Companies (Partial, in Japanese syllabary order)

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Introduction of Lecturers

Minoru Moriya (Moriya Minoru Office Co., Ltd.) New business creator. Involved in new business creation for over 10,000 days over 37 years.

He guides many new business managers to success by emphasizing the importance of "will," "customer perspective," and "action," and by pointing out common pitfalls such as "contamination of core business," "logic without experience," and "99% identical mistakes." He has extensive experience and achievements in a wide range of industries, including Misumi, M-Out, Raksul, Carepro, JR East, and Nippon Agriculture.

Makoto Aou (LEO Inc. CEO) Serial entrepreneur. After gaining experience in new business development as a company employee, he was active as the founding COO of AI startup ExaWizards. He has also been involved in new business development for major companies such as Denso and Toyota Boshoku. He supports participating companies by leveraging his global perspective and practical know-how gained in the field.

Colleagues Building Edge Together

LEO Inc.: Engages in new business support with the philosophy of "Moving forward through creation." Chiriconcan Inc.: Communicates corporate appeal and challenges in an exciting way through the power of TV and video.

Edge: For the Next Generation of Business Leaders

Edge is a learning ground for business professionals who are not afraid of challenges and strive to create new value. It supports all corporate members who are serious about commercialization.

[Inquiries & Material Requests]

Tokai TV "Edge" Operations Office

Email Address: edge@tw.tokai-tv.co.jp

Official Website: https://edge-biz.jp/

Official X: https://x.com/Edge_tokaitv

Official Facebook: https://www.facebook.com/profile.php?id=61573423424803

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