Kagome Co., Ltd. is considering changing the packaging of some of its ketchup products to reduce the amount of ink used [1].
This move highlights the growing pressure on food manufacturers to balance brand visibility with environmental sustainability and rising material costs. By altering the visual design of a household staple, the company is testing how much aesthetic detail can be removed before it affects consumer recognition.
The company began evaluating these packaging changes in late May 2024 [2]. One specific proposal under consideration involves reducing the number of tomato illustrations on the labels [1]. This simplification is intended to lower the total volume of ink required for each bottle [1].
According to the company, the primary goal is to reduce both costs and the environmental burden associated with production [1]. The ink used in these packages is derived from naphtha [3], a flammable liquid hydrocarbon mixture. By decreasing the ink footprint, Kagome aims to limit the use of this petroleum-based raw material [3].
Kagome has not yet finalized which specific products will undergo the redesign or the exact scale of the illustration cuts. The company is weighing these options as part of a broader effort to streamline its supply chain, and reduce its carbon footprint in the Japanese market [1].
“Kagome Co., Ltd. is considering changing the packaging of some of its ketchup products to reduce the amount of ink used.”
This initiative reflects a trend in 'eco-design' where companies prioritize the reduction of chemical inputs—such as naphtha-based inks—over traditional marketing aesthetics. If successful, Kagome's approach may signal a shift toward minimalist packaging across the Japanese food industry to mitigate volatile raw material costs and meet stricter environmental targets.
