Ito Ham Launches Budget Line to Combat Rising Costs

Ito Ham began selling a budget-friendly product line called "Sunny Price" on July 1, 2024 ^[1].

The move highlights how global geopolitical instability and inflation are forcing food manufacturers to redesign basic packaging to maintain affordability for consumers.

The company introduced the series to counter the rising costs of raw materials and logistics ^[2]. The company said instability in the Middle East has specifically driven up the cost of printing inks ^[2]. To mitigate these expenses, Ito Ham reduced the number of ink colors used on the packaging from the previous range of five to eight colors down to three ^[1].

This simplification allows the company to offer products at a lower price point. The new series is priced between 20% and 40% lower than conventional offerings ^[1]. Specifically, hams and sausages in the Sunny Price line are priced at 330 yen before tax ^[1]. Pizzas are available for 300 yen before tax ^[1].

By stripping away visual complexity in the branding, Ito Ham aims to provide a low-cost alternative for Japanese households facing persistent price hikes. The strategy focuses on maintaining the core product quality while eliminating non-essential aesthetic costs associated with multi-colored printing processes ^[2].

This approach marks a shift in how companies handle inflationary pressure—moving beyond simple price hikes to active product redesign. The company said it intends to leverage its existing distribution network across Japan to make these simplified products widely available ^[2].