Frozen rice balls are placed in the frozen food section, not in the bento corner.
Lawson will test sell 6 types of “frozen rice balls” at 21 stores in Fukushima Prefecture and Tokyo for three months from August 22nd to November 20th.
This initiative aims to improve the efficiency of future logistics through refrigerated distribution amid the worsening logistics-related labor shortage, such as the 2024 logistics problem. It is also expected to reduce food loss.
Use frozen rice balls that are normally made
A sales floor that actually sells frozen rice balls.
Lawson has been selling frozen lunches at Green Lawson, which opened in Toshima Ward, Tokyo in November 2022, but there is a high demand for stock that can be stored and eaten, and demand for ready-to-eat meals that day. He said he had a tendency not to be able to handle it. This time, we will carry out experimental sales by freezing rice balls, which have a higher demand for ready-to-eat food than lunch boxes and are sold in large numbers.
The frozen rice balls being sold on an experimental basis are the rice balls that are normally produced and quickly frozen at the factory. You heat it up in the microwave and eat it.
The Taste and Aroma Strategy Research Institute, to which Lawson commissioned the research, commented, “It is considered difficult to recognize the difference in taste between ‘frozen rice balls’ and ‘normal temperature rice balls.'”
In addition, the package is generously sized so that it is easy to hold after warming it in the microwave, and the contents are visible so that it does not feel out of place with conventional rice balls.
“Yakisake” (268 yen including tax), heated at 500W for 2 minutes and 10 seconds.
Pricing ranges from 138 yen to 268 yen. It’s about the same price as room temperature onigiri.
Why Fukushima Prefecture?
In addition to Tokyo, Fukushima Prefecture was selected as the region for experimental sales. According to Lawson, the reason for this is based on a survey showing that many people in Fukushima Prefecture eat hot onigiri. By selling it at stores in Fukushima Prefecture, where many people warm up rice balls, and general stores in Tokyo, we will verify regional differences in whether or not “heated and eaten frozen rice balls” can gain support.
Gomoku Okowa (154 yen including tax) is heated at 500W for 1 minute and 50 seconds.
Lawson is considering expanding the number of stores in FY2024 based on the results of the trial sales. The company plans to expand nationwide in FY2025. In addition, normal rice balls are also sold at the experimental store.
・ Sales period (planned): August 22, 2023 to November 20, 2023
・Experimental stores: 10 stores in Fukushima Prefecture, 11 stores in Tokyo, for a total of 21 stores
・ Sales location: Freezer case
・Products for sale: 6 items (grilled salmon rice ball, sekihan rice ball, gomoku okowa rice ball, chicken gomoku rice ball, sesame salmon rice ball, seaweed rice ball)
Advertisements
Source: BusinessInsider
Emma Warren is a well-known author and market analyst who writes for 24 news breaker. She is an expert in her field and her articles provide readers with insightful and informative analysis on the latest market trends and developments. With a keen understanding of the economy and a talent for explaining complex issues in an easy-to-understand manner, Emma’s writing is a must-read for anyone interested in staying up-to-date on the latest market news.