シンガポールには、9月17日の「中秋節」に美しい月を愛でながら家族の幸せを願って月餅を贈り合う風習があります。大切な人を想うとき、相手のことだけでなく、地球環境にまで心を配った贈り物は人と人との温かなつながりを作り出します。「Atlr.72 Flowering Mooncake」は、クッキーサンド形状の月餅で、秋の旬をイメージした4種のフレーバー(柚子、京都宇治抹茶、ラズベリー、ブラックカラント)のギモーヴ| *1) Source: Fuji Keizai Co., Ltd.'s "H.B. Food Marketing Manual 2014-2019 Functional Labeled Food Section" in the Relaxation category (actual results from 2012 to 2017) and "H.B. Food Marketing Manual 2020-2024 Functional Labeled Food Section" in the Sleep Support category (actual results from 2018 to 2022). | A lifestyle that incorporates the blessings of nature (including environmentally friendly ingredients) and beauty into daily food scenes. | |
| ※2) Source: TPC Marketing Research Co., Ltd. "Persona analysis and needs analysis of sleep support food users in 2022" ※3) Japan's first functional labeling food containing glycine and GABA, two amino acids that contribute to sleep care and stress care. It is a supplement/drink that contains 3.0g of glycine and 100mg of GABA per stick or can. "Grina" Sleep care & stress care is lemon flavored, and "Grina" Sleep care & stress care drink type is apple flavored. 1. Product overview ① "Grina" Sleep Care & Stress Care (30 pieces per box, 6 pieces per bag) ② "Grina" Sleep Care & Stress Care drink type (100ml can, 6 cluster pack) 2. Shelf life ① 25 months ② 13 months *Both at room temperature unopened. 3. Release date ① August 26, 2024 (Mon) ② August 24, 2024 (Sat) 4. Release region ① Nationwide (online sales) ② 10 prefectures (Tokyo, Kanagawa, Saitama, Chiba, Ibaraki, Gunma, Tochigi, Yamanashi, Niigata, Nagano) ① 30 pieces per box ① 6 pieces per bag ② 100ml can. | Microbial protein generated from carbon dioxide developed by Finland's Solar Foods. Currently only available for sale in Singapore. |
Ajinomoto Co., Inc. (President: Taro Fujie, Head Office: Chuo-ku, Tokyo) will launch a new brand called "Atlr.72 (Atelier Seventy-two)," which proposes a "new food lifestyle" that incorporates the blessings of nature and beauty into daily food scenes while actively adopting ingredients (plant-, cell-, and microbe-based) that are environmentally friendly through its Green Food Business. Starting from Singapore, the brand will also be expanded through product development and information dissemination utilizing SNS. As the first offering, we will start selling sweets made from air-based protein "Solein" at Singapore Takashimaya Department Store and others for a limited time starting in August 2024.
Inspired by Japan's "72 Sekki," which divides a year into 72 seasons based on ancient observations of birds, insects, plants, and weather, we propose a new food lifestyle that incorporates the blessings of nature and beauty into daily food scenes while promoting respect for nature through environmentally friendly products under this brand. With the hope of building better relationships between people and nature for loved ones and future children, we will target families raising children in their 30s and 40s as well as Generation Z (especially women in their 20s) with a high interest in environmental issues and communication power, and disseminate information through SNS and other channels, in addition to product development.
| Japan's first functional labeling food containing glycine and GABA, two amino acids that contribute to sleep care and stress care. | "Four Seasons" divides a year into four, "24 Sekki" divides it into 24, and "72 Sekki" divides it into 72. The characteristics of "72 Sekki" are that it is a calendar that focuses on the minute changes in nature, expresses the seasons through the appearance of birds, flowers, weather, etc. |
As the first product of this brand, we will open a pop-up store at two of Singapore's largest commercial facilities (Singapore Takashimaya from August 12 and One Holland Village from August 30) to sell two products: mooncakes ("Atlr.72 Flowering Mooncake") and ice cream sandwiches ("Atlr.72 Ice Cream Sandwich"). Both use "Solein" as a part of their ingredients.
In Singapore, there is a custom of giving mooncakes while admiring the beautiful moon on the "Mid-Autumn Festival" on September 17th. When thinking of loved ones, a gift that considers not only the recipient but also the environment can create a warm connection between people. "Atlr.72 Flowering Mooncake" is a cookie-sandwich-shaped mooncake with four seasonal flavors (yuzu, Kyoto Uji matcha, raspberry, black currant) molded into Ganache and sand with a decorative cookie with Peranakan pattern design. To enhance the taste of cookies, a part of the butter is replaced by "Solein", and jelly is used instead of animal gelatin. In addition, the white sugar is kept to a minimum and replaced by brown sugar, which contains minerals and oligosaccharides, and a small amount of Okinawan sea salt is added to enhance the sweetness of the ingredients. Oversight of recipe supervision is by a famous Japanese patissier, not only delicious, but also health-friendly measures and measures considering the Earth's environment are taken.
"Atlr.72 Ice Cream Sandwich" is a dessert that sandwiches mochi-filled vanilla ice cream using colorful and colorful decorative cookies with a Peranakan pattern.
| *4) A French confection similar to marshmallows, made using fruit purees instead of egg whites. | *5) A unique culture that refers to the Chinese-Malay mixed style that was gradually developed by the descendants of Chinese immigrants who moved to Malaysia and Singapore over several centuries and married local people, with the further fusion of Western culture due to Singapore's strategic position in both East and West trade. It is characterized by bright and colorful color schemes, such as in Peranakan buildings and craftworks. |
| A year divided into four is called "Four Seasons," one divided into 24 is called "24 Sekki," and one divided into 72 is called "72 Sekki." "72 Sekki" is a calendar that focuses on the delicate seasonal changes observed in nature and expresses the seasons using the behaviors of birds, flowers, the weather, and other natural phenomena. | We hypothesize that this initiative is based on delivering the proposal of a "new food lifestyle" to a wider audience by using ingredients and materials that are not only delicious, visually stunning, and affordable, but also considerate of health and the environment. |
A lifestyle that incorporates the blessings of nature (including environmentally friendly ingredients) and beauty into daily food scenes.
After a limited-time sale, we will gradually expand the category from easy-to-try sweets to daily food, verifying the acceptability of the brand concept and the receptivity of consumers. In addition, in order to establish the new lifestyle proposed by this brand, we will continue to develop and verify the optimal channels for sales. As part of this, we will also promote the development of directly-operated stores and expand the business model constructed in Singapore to other countries and regions.
Atlr.72 (Atlier Seven Two) Instagram account: @atlr.72_sg_official
Ajinomoto Co., Inc. and Solar Foods Ltd. agree on strategic partnership