Overcoming Challenges to Become a Globally Recognized Brand of Pride!
"Making Sweets with Tofu? Even Chocolate?"
Seven Premium sometimes creates products that truly surprise people.
"When I first heard about it, I thought, 'What are they thinking?' " recalls Otake, Executive Officer and Head of the Group Merchandise Strategy & Planning Division of Seven & i Holdings (who was the Head of the Food Division of York-Benimaru at the time), with a wry smile.
Behind every product or service that seems "obvious", there is always someone's passionate effort. "After the Storm Comes the Calm" explores the stories of people who, undeterred by rain or storms, kept believing in the sunshine and continued to push forward.
Continuing from the previous edition, we now bring you the story of what happened after the birth of the 49 Seven Premium items.
Is The Invisible "Sensibility" A Columbus’ Egg!?
Seventeen years have passed since the launch of Seven Premium (as of the time of the interview), and it has grown into a brand offering approximately 3,460 items (as of the end of August 2024).
The development team, which started with seven "samurai" has now expanded to over 60 members. Otake says that as the team has grown, new challenges have emerged.
Otake
As the scale grows this large, it becomes difficult to fully understand each developer's thoughts and feelings and provide appropriate advice. While we have a product development process sheet as a compass, ultimately, it’s the developer's sensibility that becomes crucial.
Left: Otake, Executive Officer and Head of the Group Merchandise Strategy & Planning Division of Seven & i Holdings
Right: Osada, Senior Advisor of the Merchandise Procurement Department, Group Merchandise Strategy & Planning Division of Seven & i Holdings Group
Otake
How often do they observe store shelves? How much do they walk around the city to gather information? The way one sees things changes based on their awareness of different challenges. Managing these differences in sensibility, which cannot be standardized, is the key to future product development.
There is no right or wrong when it comes to "sensibility". On the other hand, one example where this sensibility worked in a positive direction is the Tofu Sweets Bar. Released in 2020, the Tofu Bar became a huge hit for its convenience in providing protein in a snack-like form. In no time, it became a new standard.
Otake
I never imagined that a Tofu Bar would be made into a sweet, even though it could be eaten like a snack. The idea came from something the developer's daughter said when he brought home some sweets for her.
"I can't eat something sweet at night."
He focused on that remark and developed the "Tofu Sweets Bar Chocolate Cake Flavor", which can be enjoyed without any guilt.
Seven Premium "Tofu Sweets Bar Chocolate Cake Flavor"
After its release, it was highly praised by customers who wanted something sweet but were concerned about calories. A small moment in daily life became the starting point for a hit product. While we cannot eliminate the differences in each developer's sensibility, "It’s still important to see things from the customer’s perspective," Otake nodded deeply.
Responding to the Voices of a Changing Society: The Challenges of Today’s Product Development
While repeatedly experiencing "After the Storm Comes the Calm", Seven Premium has created numerous hit products. On the other hand, there are challenges that cannot be solved by the sensibility of individual developers alone.
The rising cost of living, growing health consciousness, and changes in social issues like environmental concerns.Addressing these challenges is Mizuno, Senior Advisor of the Merchandise Procurement Department, Group Merchandise Strategy & Planning Division of Seven & i Holdings Group.
Mizuno
In recent years, development teams across the group companies have started to focus on health consciousness from the very beginning of product concept planning. For example, the idea of "a product that provides the vegetables you need in a day" has emerged.
It’s not just about taste; we also want to deliver products that are kind to the body. This is something that can be challenging for us alone, so we are working on product development with the participation of experts such as registered dietitians.
The entire Seven & i Group is also actively addressing environmental issues. Launched in 2019, the ‘GREEN CHALLENGE 2050’ initiative focuses on four key themes: Reduction of CO₂ emissions, Measures against plastic, Measures to deal with food loss & food recycling, and Sustainable procurement.
One of Seven Premium’s plastic reduction initiatives involves eliminating bread bag clips and using recycled plastic bottle collected from Seven & i Group stores to create new plastic bottle for sale in the same stores.
For food waste and food recycling, we are upcycling ingredients that cannot be distributed due to appearance issues, such as damage or shape problems.
Rather than viewing societal changes as "rain", Seven Premium sees them as challenges to tackle positively, and Seven Premium is steadily moving forward in this effort.
On the other hand, "sustainable sourcing" which takes into consideration living creatures, the natural environment, and the labor conditions of producers, still faces significant challenges.
Mizuno
We recognize the importance of sustainable sourcing. However, we are not yet at a stage where we can instantly switch all of our required materials to sustainable sources. Therefore, we are currently working on obtaining certification marks*, considering collaboration with third-party organizations as one example.
We will continue to work diligently and with a sense of urgency, in line with the Seven & i Group Environmental Declaration, "GREEN CHALLENGE 2050".
*Indicates that the ingredients meet standards for environmental consideration and biodiversity conservation.
At Seven & i Group, we are promoting the reduction of environmental impact and working to connect a rich global environment to future generations through our environmental declaration, "GREEN CHALLENGE 2050".
To achieve the mid- and long-term goals for each of the four themes—CO₂ emission reduction, plastic countermeasures, food waste & food recycling measures, and sustainable sourcing—the entire group is united in working towards reducing environmental impact.
For the Next Evolution: What Is Needed Now?
Otake says that reducing the differences in developers' "sensibilities" and effectively responding to changes in the social and environmental landscape are essential, but further evolution is necessary beyond these.
Otake
We aim to develop valuable products by "offering high-quality items at affordable prices, while considering health and the environment". This is the minimum standard we must meet. So, what steps should we take to move forward? Going back to the basics of "Thinking from the customer's point of view" is what is now being asked of us once again.
Osada
Who would have thought that grilled mackerel would be available at convenience stores one day? We need to create that kind of surprise again by going back to our roots.
And now, the three of them all agree that they want to take on the challenge of expanding the "customer" target to a global scale.
Continuing the "Brand of Pride" Legacy: Becoming a "Brand that Connects with the World"
Osada
Customers visiting Japan often buy a large quantity of Seven Premium snacks. This is a great thing, isn't it? It shows that Seven Premium still has great potential. I hope it becomes a product known worldwide.
Otake
At the product exhibitions regularly held by Seven-Eleven Japan, all the invited overseas guests always say, "It's delicious" and "I want it". However, due to different standards for additives in various countries, the number of products that can be exported is limited. It's a high barrier, but there are definitely opportunities. We want to make it a brand we can be proud of on the global stage.
"We take pride in creating products that are recognized worldwide," says Osada. He, who has been involved since the birth of Seven Premium, continues with that passion.
Osada
Seven Premium is also a "Brand of Pride". Developers must have the pride that they are creating high-quality, delicious products that can be sold not only in Japan but also worldwide. I believe that spirit will lead to products that make an impact on the world.
Mizuno
The spirit of the "Brand of Pride" must be passed down to the next generation. Whether it's through product development or creating systems, we will continue to push forward so that Seven Premium can grow into a "brand that connects with customers around the world".
Otake
The birth of Seven Premium was certainly a big breakthrough. But now, having grown to about 3,460 items (as of the end of August 2024), and becoming a brand that can accompany customers' lives, we are striving for what lies ahead. Sometimes, there may be "rain" but we continue to walk forward, believing in the sunny days ahead.
Starting with 49 items, Seven Premium has evolved into an indispensable part of our lives. Its journey has continued and will continue, both now and in the future.
This text has been translated using an automatic translation tool.
