go to text

Don't hold back on what you want to eat! We've been supporting that feeling for 10 years.

Story 05

Diet series even if you eat

For those who "love to eat!"
Recommended diet supplements

"Eat and Diet" is a product that supports dieting based on healthy eating and exercise. It is a diet supplement recommended for people who love rice, bread, rich foods, and eating in general. In response to feedback from our valued customers, we have renewed the product by increasing the number of ingredients that support "shape" (from 6 to 8) and reducing the number of tablets to make it easier to take (from 6 to 3)!

Go to product details

A series that expands from a straightforward name.
A challenge to integrate "tea" into everyday life.

The "Tabete mo Series" is a brand that supports people who want to diet while enjoying their meals. At a time when "dieting without deprivation" was becoming mainstream in the market, we leveraged our strengths as a traditional Chinese medicine company to launch "Tabete mo Diet," a tablet-shaped product that achieved the ideal blend of ingredients such as black oolong tea extract. The straightforward name, which matched the ultimate need of "I don't want to deprive myself of eating," and the chic, black-based packaging were well-received, and sales were strong.

After that, the product that became a particular hit in the series was "Eat Up and Slim Tea," which supports a daily routine of not accumulating fat in the body. The "gut health boom" of the last 10 years or so also boosted its popularity, and word of mouth gradually spread, attracting repeat customers. We believe that the reason for its popularity is that even people who tend to forget to take supplements can easily incorporate it into their daily lives by simply replacing their usual tea with it, making it easy to make it a habit.

Furthermore, in response to this positive reception,We've launched a new flavor, "Slimming Black Tea That Helps You Eat Plenty." It's a blend of rooibos tea, popular with women, and Darjeeling, known as the "champagne of teas," creating a flavor that pairs well with both meals and snacks. At tastings at trade shows, even those who previously found diet teas unappetizing were surprised, exclaiming, "Is it really this delicious?" While it is a diet tea, we've put meticulous effort into ensuring that the taste is thoroughly enjoyable.

The secret lies in our pursuit of "affordable pricing" and our appealing packaging.

In developing the "Eat It All" series, my top priority is achieving an affordable price range that makes it easy to continue using every day. Diet products are only effective if used consistently, so when developing "Eat It All Slim Tea," I was determined to maintain a price range of "under 1,000 yen" that would be easy for customers to buy. We adjusted manufacturing costs and content volume, and pursued the perfect balance between effectiveness and price to the fullest extent.

We also pay close attention to the packaging design. For "Eat Plenty of Slimming Black Tea," we maintained the black base that defines the series, while adding red lines and gold accents so that it's instantly recognizable as black tea. Furthermore, we added a playful touch by subtly drawing eyelashes and a beret on the round character on the packaging to match the black tea's atmosphere. When our sales representative told us that "a female buyer noticed the beret and complimented it on how cute it was," we were truly delighted to know that our attention to detail had been appreciated.

The "Eat It" series has been on the market for over 10 years, and thanks to your support, we have surpassed 400 million units in cumulative sales, with many fans repeatedly purchasing our products. Currently, our customers are mainly in their 40s and 50s, but in the future, we would like to convey its appeal to younger generations through social media and other channels. We will continue to cater to the desire to "eat what you want" without having to hold back, and deliver products that will be loved for a long time.

Back to list

List of Product Development Stories

/

Initiatives Our Initiatives

To the top