Hananomi LLC taps the functional benefits of amazake – a traditional drink made from fermented rice or sake lees – to create a convenient jelly format for on-the-go consumption.
This latest launch focuses on gut and skin health support, aligning with the food-as-medicine trend that is sweeping across food sectors.
“It’s basically edible amazake in a convenient stick format, designed for busy consumers who may not have regular eating habits but still want to support gut health or get a gentle energy boost. You can take it anytime – during the morning rush, as a break snack, or even as a dessert,” said Hananomi LLC Director Yoshito Miyazawa.
“It’s also popular among females in Japan because of its known benefits to improve complexion.”
The aim is to make it easier for busy consumers to adopt a healthier lifestyle.
“The concept was partly inspired by consumer habits in Japan, where convenient formats can help those who struggle to maintain regular hydration and nutrition routines,” said Miyazawa.
“We can condense around 250–280ml amazake into a 15-gram jelly stick. This makes it a compact product compared to carrying a bottle of drink around. Amazake has traditionally been consumed as a drink, so we wanted to make it easier to take in a more convenient format for modern lifestyles.”
He added that the jelly sticks contain live probiotic cultures, are free from preservatives, and can be stored at ambient temperature for up to four months.
The jelly sticks come in two flavours – original and yoghurt. According to Miyazawa, there is no strict limit on consumption, but one 15-gram stick a day is recommended to support digestion and complexion.
Amazake’s functional benefits gain renewed attention
Hananomi uses koji amazake – or rice amazake – with origins dating back to early Japanese history. It was first recorded in the Nihon Shoki (Chronicles of Japan), compiled in AD 720.
Koji amazake has long been consumed as a nourishing drink, especially during hot weather to help people cope with heat fatigue, which includes symptoms such as weakness and exhaustion caused by exposure to high temperatures.
It is also widely believed to support digestion and improve skin health.
Data from various Japanese studies appear to support these traditional claims.
A study published in the Journal of Fungi found that amazake may support physical fatigue recovery among athletes, improve bowel movement, and support skin barrier function.
Miyazawa plans to market this with the firm’s Samurai-inspired Power Chips – soy protein crisps positioned for energy and strength. He intends to present them as complementary snacks that provide protein and energy, while supporting gut and skin health.
“The focus is on convenience – instead of having to sit and eat, you can have it on the go. Chips is for strength and energy, whereas the jelly is from the inside – beauty from within. Both give holistic health,” said Miyazawa.
Since last year, the power chips have gained traction with repeat customers so the firm is trying to promote them to newer customers.
“The amazake jelly is performing better in Japan due to familiarity, but in new markets like Singapore, we are considering bundling it with the chips to drive adoption,” said Miyazawa.
Future product developments will focus convenience and health, which are what most consumers look out for today.
Miyazawa also plans to explore new chip flavours, including salted egg yolk – inspired by Singapore’s Irvins – signalling a push to localise offerings for regional markets.
