| Launch date | August 24, 2012 |
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| Stores | Aeon Group stores operating nationwide |
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Aeon offers seasoned fillets of samma Pacific saury caught off the Sanriku coast. The products are the first certified under the government-led “Fast Fish” initiative, started to promote household consumption of fish and seafood products. Aeon has developed the initial lineup using the fish traditionally popular in autumn in Japan.
In product development, quality products from the Tohoku region were selected: Pacific saury procured directly from JF Kuji and garlic grown in Fujisawa in Iwate Prefecture for seasoning. In addition, in collaboration with Sanriku Railway, for the packaging Aeon employed a mascot that symbolizes the company’s efforts to rebuild local communities as well as images of scenic spots in the region.
Introduced in August 2012, the seasoned Pacific saury fillets attracted significant media attention. This was largely focused on the product’s endorsement of the Fisheries Agency’s campaign to propose easy and delicious seafood dishes as well as its embodiment of Aeon’s intention to support reconstruction of the Tohoku region through its business activities.
The Fast Fish items have been well received by a large number of consumers, who appreciate their friendliness to home cooks in the kitchen (handy and producing less garbage) as well as acceptance by children at the table.
Aeon is planning to broaden its lineup of new, cook-ready seafood products.