The firm will be using warrior-inspired packaging – the samurai and the female shinobi – to denote enhanced energy levels for powering through the day for its with its Power Chips range.
This new packaging concept appeals to cultural curiosity towards Japan and current health trends in the Asia Pacific region.
“Consumers in the region are increasingly seeking products that combine health benefits with unique experiences, making APAC an ideal market for our Power Chips,” said Hananomi director Yoshito Miyazawa.
“Samurai is power. For the ladies, we are conceptualising the artwork of a female shinobi warrior that will grace the packaging for the yuzu-flavoured soy chips,” added Miyazawa.
The firm is working on more flavours to cater to the South East Asian market, starting with Singapore.
The target demographics are working adults and busy homemakers who are weight-conscious but need sufficient energy to last the day. Rather than focusing on restrictive diets, Hananomi aims to promote a balanced intake of fat, protein, and carbohydrates to enhance metabolism.
“A non-restrictive diet that focuses on balanced eating and metabolism enhancement rather than calorie subtraction is consistent with modern nutrition trends. Research supports the benefits of smaller, balanced meals or snacks throughout the day to stabilise blood sugar levels and maintain energy,” said Miyazawa.
Based on this concept, these soy protein snacks are marketed as Power Chips, a convenient nutritional solution for busy individuals, such as professionals and homemakers, to adopt healthier eating habits even with hectic schedules.
“Eat more for improved metabolism”
Hananomi aims to integrate the dietary habits of athletes into its products.
Active sports people often follow a regimen of three main meals plus supplementary snacks, consistently replenishing and retaining energy, which boosts metabolism and enhances physical performance, said Miyazawa.
In contrast, many people in daily life tend to skip meals, thinking that eating three meals a day might be excessive. For instance, someone working late might choose to delay eating between lunch and dinner, worried it will disrupt their evening meal; and for those wanting to lose weight, they might also be cutting out too much fat from their diet, which is not viable.
“You should be eating more meals in the right proportion for improved metabolism and weight management, not dieting and cutting out crucial food groups like protein and fat, because they are part of the three macronutrients that are essential for energy production, growth, and overall bodily functions,” said Miyazawa.
This approach aligns with practices in “fitness-advanced” regions like Australia and the Nordic countries, where the focus is on building active, healthy bodies over restrictive dieting.
Based on this trend, Miyazawa decided to reformulate its soy protein chips that was developed around five years ago when the firm was first set up.
The reformulated Power Chips have been optimised as a recovery food, with an updated nutritional profile of less calories at 190kcal for every 35 grams, compared to 207kcal for the same serving amount. Protein content was increased from 8.2 grams to 11 grams, and fat was reduced from 15.5 grams to 10 grams.
The handy serving size is designed for convenience and portability, among other strategies to encourage product adoption.
Power Chips for the APAC market
Power Chips align with growing health and sustainability trends, being crafted from reprocessed defatted soybeans. Each pack contains at least 30% soy meat, is gluten-free, and free of additives.
The chips offer a functional edge as soy-based protein resists oxidation in the body and is absorbed slowly, helping maintain a balanced metabolism over time, according to Miyazawa.
Additionally, the product boasts a year-long shelf life and resistance to humidity, which makes the snack stay crispy – an essential feature for the humid climates of South East Asia.
Packaging creativity is another key focus for the brand. To stand out in crowded supermarket snack aisles, Power Chips feature bold, culturally inspired designs. The “wild & smokey” salt & garlic pepper flavour is represented by a sword-wielding samurai, while the yuzu pepper flavour will feature a more feminine female shinobi design, which is still in development.
Hananomi is also exploring regional flavor preferences to cater to the Singapore market, including nori (seaweed), matcha, and cheese. Current flavours include ume (plum), salt & garlic pepper, and yuzu pepper.
The company plans to retail Power Chips at SGD3–4 per pack in supermarkets, aligning with prices in Japan.