Imuraya is promoting its low-fat ohagi and azuki-bar as protein-rich "super-food" snacks for people building muscle [1, 2].
This shift in marketing targets bodybuilders and fitness-oriented consumers who seek low-fat options that maintain natural flavors. By rebranding traditional sweets as functional nutrition, the company aims to bridge the gap between traditional confectionery and modern health trends.
To support the campaign, Imuraya held a free-distribution event for its azuki-bar on June 26–27 in Tokyo’s Nihonbashi district [1, 2]. The event drew crowds interested in the nutritional benefits of anko-based sweets, which are naturally low in fat and contain protein [2].
Despite the new focus on fitness and younger demographics, current data shows the azuki-bar remains most popular with older generations. Approximately 80% of azuki-bar purchasers are aged 50 or older [1]. The product has been on the market for 53 years [1].
Ryuta Kensuke, Imuraya’s product-planning deputy manager, said the product's success with older consumers is due to it being a product that makes very good use of the simple, original quality of the materials, allowing people to eat it as if it were a cold zenzai [1].
Imuraya is projecting high demand for the product in the coming year. The company expects azuki-bar sales to reach about 340 million units in 2025 [1].
“low-fat ohagi and azuki-bar are being promoted as protein-rich “super-food” snacks”
Imuraya is attempting to diversify its consumer base by aligning a traditional Japanese staple with the global fitness trend. While the azuki-bar has a massive, established legacy among seniors, the 'super-food' branding is a strategic effort to capture the health-conscious youth market and bodybuilders who prioritize protein and low-fat diets.
