YUWAERU's 'Nekase Genmai' Products Now Featured on '&kitto,' an Ethical Food Review Site Based on 'Deliciousness'

YUWAERU Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; CEO: Yoshitaka Ogino) has announced that several of its products, including the 'Nekase Genmai®' (aged brown rice) series, are now featured on '&kitto,' an ethical food review site operated by Ethicalize Inc. (Headquarters: Bunkyo-ku, Tokyo; President: Kentaro Fujita).

Launched in December 2025, '&kitto' is a food information site that focuses on 'deliciousness' as a primary criterion for selecting products such as plant-based, organic, and allergy-friendly foods through user reviews.

'Health and environmental considerations are important, but if it doesn't taste good, it won't last.' This core philosophy aligns perfectly with YUWAERU's mission to make delicious brown rice the norm. Through this listing, YUWAERU aims to communicate the value of a 'healthy dietary lifestyle starting from deliciousness.'

### An Era Where 'Good for Health' Isn't Enough
In recent years, interest in health- and environment-conscious foods, such as plant-based and organic options, has surged. However, some consumers still hold vague concerns about whether these products are actually tasty or sustainable for daily life. '&kitto' was born as a review site to mitigate these anxieties and the risk of purchase failure. It features products chosen based on real user experiences regarding taste, satisfaction, and ease of continued use, rather than just nutritional components or functionality. The new standard for food selection is not just 'good for health' but 'lasts because it's delicious.'

### Shared Values Between YUWAERU and &kitto
Since its founding, YUWAERU has proposed dietary improvements starting from the staple food. At the center of this is 'Nekase Genmai®,' a chewy and easy-to-eat brown rice. While brown rice is known for high nutrition, it often carries an image of being 'hard, difficult to eat, and hard to stick with.' YUWAERU has worked to make brown rice a sustainable staple through its proprietary pressure-cooking and aging technology. This 'lasts because it's delicious' mindset resonates with '&kitto’s' vision of creating a society where food is selected based on taste standards.

### Featured Products
The listed products include the core 'Nekase Genmai® Rice Pack' series, as well as processed brown rice foods like brown rice noodles, mochi, porridge, and amazake (sweet rice drink), plus the various grains used in the rice packs. This lineup allows even those interested but unsure where to start with brown rice to find a method that suits their lifestyle.