‘Nutritional noodles’: Japan’s Base Food makes Stateside statement of intent with first launch

By Guan Yu Lim

- Last updated on GMT

Japan food tech company, Base Food is launching its first product, its ‘nutritionally-balanced’ Base Noodles, in the West Coast of the United States ©Basefoods
Japan food tech company, Base Food is launching its first product, its ‘nutritionally-balanced’ Base Noodles, in the West Coast of the United States ©Basefoods

Related tags Japan Food tech United states Nutrition

Japan food tech company, Base Food is launching its first product, its ‘nutritionally-balanced’ Base Noodles, in the West Coast of the United States.

The product is billed as nutritionally balanced noodles that provide up to one-third of the daily nutrients, in accordance with dietary guidelines established by the United States Department of Agriculture (USDA) and the Ministry of Health, Labour and Welfare (MHLW) in Japan.

The company said it strives to develop nutritional staple foods that fulfil taste and health needs, along with ease of consumption. It also sells Base Bread, and Base Pasta in Japan.

Base noodles

Shun Hashimoto, CEO and founder of Base Food said one serving of Base Noodles provides 29g of protein, 8g fiber, and 25 vitamins and minerals. Some of the ingredients include whole wheat, seaweed, soy and flaxseed oil. 

In Japan, customers range from busy working professionals to athletes, where often, they were unable to consume the recommended amounts of nutrients in their diets.

According to him, the noodles only need two minutes to prepare, making them convenient for people with hectic schedules.

The company was established in 2016, and have since sold more than 500,000 unitss, with Shun adding that sales were growing rapidly.  

Why US

According to the company, consumers in the US are becoming more aware of their health, as obesity and high medical costs continue to increase.

He said the firm would first target markets in the San Francisco Bay Area, adding this was a hub for similar sustainability-minded companies.

Michael Rosenzweig, COO at Base Food said that the San Francisco region is an innovation hub where consumers are open to new products and services in many industries, including the food industry, and they are interested in plant-based products, meal alternatives, and nutritionally balanced products.

Shun said the company is currently getting started in the US, and said there was scope to expand to Europe and other parts of Asia in the future.

Shun said, “We want Base Noodles to become popular among busy working professionals and athletes and have them incorporate it into their meals​.”

They also plan to work with restaurants and natural grocery stores to have Base Noodles in dishes and on the shelves. 

Rosenzweig said the Base Noodles are sold through their official website in the US for US$4.99 a packet.

The company was also recently selected as a finalist at the Smart Kitchen Summit 2019 Future Food competition where they will be pitching their product to a panel of leaders from the food tech industry.

(Our company) believes eating wholesome and nutritionally-balanced meals should be effortless. We are excited to have many people in the US try Base Noodles​,” Rosenzweig concluded.

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