Example of a proposal for a tarako counter
Nissui products may be displayed in a way that best suits the customers’ menus and preferences. (Unlabeled items are images for reference only.)

In spring of 2010, Nissui launched two new tarako and karashi mentaiko products: "30%-Less-Salt Kazoku-ni-Ureshii Tarako" and "Iro-Iro-Tsukaeru Mentaiko Sauce."

As indicated by its name, "30%-Less-Salt Kazoku-ni-Ureshii Tarako" contains 30% less salt than conventional tarako products. The product uses Nissui's proprietary salt-flavor enhancing technology (patent pending) to maintain the flavor but reduce the salt content. The "Iro-Iro-Tsukaeru Mentaiko Sauce" comes in a convenient container with a cap for easy storage and can be used in a wide range of dishes both Western and Asian, such as pasta, onigiri (rice balls), salads and toast. Although this product had been sold commercially, it is being formally launched on the market for household use.

With the addition of these two new products as well as "Hakata-Ago-Otoshi" of Hakata Marukita Suisan Co., Ltd. and the tarako products of Tokyo Kitaichi Co., to Nissui's existing products, such as "Shio-Tarako," "Karashi Mentaiko," and "Tarako-Hogushi-Bin," Nissui now offers a wide range of products in its lineup. Moreover, Nissui is now able to promote its products as the mainstay of the tarako and karashi mentaiko counters of the volume retailers, which, in turn, has enabled consumers to select products that best suit their menus and preferences. The Group has also been using recipe cards and other sales promotion items to attract new customers to tarako and karashi mentaiko counters.

UniSea, Inc., which has received EU HACCP certification, has began to cultivate the U.S. and European markets for cod roe products and is expected to be a pioneer in the overseas development of the Group's cod roe business.

"In terms of overseas development in 2009, the production of items intended for Japanese expatriates living in Europe has commenced at UniSea, Inc. and these products are being sold through JP Klausen & Co. A/S, the Group company in Denmark. Although the retail prices of cod roe products have been on the decline in the Japanese market, they are still high compared to the prices overseas. Therefore, in order to gain momentum in the overseas markets, we still need to address the task of increasing the added value of these products. However, as the roes of gray cod, Southern blue whiting, hoki and hake are already being processed and consumed overseas, we believe that there is plenty of potential for cod roe consumption. We hope that one day our customers from around the world, not just from Japan, will ask for ‘Nissui-brand Tarako and Karashi Mentaiko'by name," says Hirofumi Wasada, Manager, Fisheries Business Department 1,Section 1 (position at the time of writing).

In the cod roe business also, Nissui, is utilizing its unique global supply chain to take on the challenge of the global market.