FamilyMart, one of Japan’s largest convenience store chains, has introduced a new range free of animal products.
Sold under the brand name Blue Green, the new options have been developed to help protect the environment and will be available at Family Mart stores across Japan. The plant-based range currently features four products:
- Mont Blanc — A dessert made with chestnut cream, chestnut paste, and coated crumble.
- Financier — A cake made with soy milk cream and coffee, topped with cacao nibs.
- Keema Curry — Contains a soy-based meat alternative, colorful vegetables, tomatoes, and spices.
- Bibimbap-Style Rice Ball — Made by stir-frying vegetables and a soy-based meat alternative with spicy gochujang, then mixing them with rice.
“We strive to provide even better products”
FamilyMart’s Blue Green initiative was first launched last year, and has a strong focus on creating plant-based foods with a great taste. Numerous products have been tried and tested to determine which perform best with consumers, and the project is also working to cater to a range of dietary requirements. Earlier this year, a plant-based tiramisu was launched and reportedly received an extremely positive reception.
Japan’s plant-based market is still relatively small, but is expected to grow significantly in the coming years as consumers seek healthier and more sustainable options. In late 2022, a report found that meat alternatives were becoming increasingly mainstream in the country, while an article published last year claimed that egg alternatives had seen a significant increase in popularity.
“The Blue Green Project, which aims to expand food options, is still only halfway through,” said Fumihiro Hayashida from FamilyMart’s Product Planning Department on the company’s website. “We will take our customers’ opinions and requests seriously and strive to provide even better products. Whether you have dietary restrictions or not, whether you are interested in plant-based foods or not, everyone can eat the same thing and smile in the same way, so please give FamilyMart’s Blue Green a try.”