Achieving Well-being through Eating Habits
Responsible marketing
The ITO EN Group endeavors to ensure compliance with laws and regulations in its marketing communications and product labeling, in accordance with the ITO EN Group Policy on Responsible Marketing.
Review and management system
Specialist business units such as the Legal Department review and verify the labelling of products and other items including advertising and sales promotion materials. By identifying and revising/addressing any misleading representation or other labeling issues in advance, we strive for labeling/expression which is in compliance with laws and regulations and the industry's own voluntary standards and which is appropriate, clear and not misleading.
Training system
ITO EN regularly provides employee training on labeling-related laws and regulations through means such as e-learning and business unit-level study meetings. Brand managers overseeing each brand group receive training about new laws and regulations through development meetings and other channels and provide feedback/training at a brand group-level, in an attempt to instil knowledge/raise awareness of new legislation among employees involved in relevant business operations.
Research and development toward the era of the 100-year lifespan
Since its establishment in 1986, the ITO EN Central Research Institute has been dedicated to fundamental research on the evaluation of the health benefits of tea and other food ingredients and the elucidation of their mechanisms, as well as applied research on the effectiveness of food intake under the themes of health, deliciousness, and the environment.
With an eye toward the era of the 100-year lifespan, the institute collaborates with academia and industry on research and development, with the goals of addressing health challenges across different age groups and prolonging healthy lifespans. It also provides products and services that are mindful of both health and taste, as well as the environment.
Health
Functions of the gallate-type catechins contained in green tea
Lowered bad cholesterol levels, suppressed body fat absorption (Joint research with Tohoku University, etc.)
Improved working memory in healthy middle-aged and elderly individuals
Antiviral action of green tea
Fighting the influenza virus, the inactivation of the COVID-19 coronavirus in a test tube and the introduction of the practice of gargling with green tea and holding green tea in the mouth for a while for public hygiene, and others (Joint research with the University of Shizuoka, the Kyoto Prefectural University of Medicine and other institutions)
Stress and fatigue reduction through the consumption of green tea and roasted green tea
(joint research project with the University of Occupational and Environmental Health, Japan and others)
Verification and elucidation of the mechanisms behind the effects of green tea and matcha on cognitive function and sleep
(joint research project with the University of Tsukuba, MCBI Inc., and others)
Collaboration with local governments to conduct epidemiological studies on the physical and mental health benefits of continued green tea and matcha consumption
Ureshino City, Saga Prefecture: Health Declaration with Tea with local medical institutions
Hannan City, Osaka Prefecture: Life with Tea Project
Deliciousness
Scientific verification of the synergy between tea and dashi (broth) —The umami components in tea that complement traditional Japanese flavors—
Environment
Development of upcycled products using the Used Tea Leaves Environment Recycling System
Additionally, by utilizing our diverse network of researchers, we hold events such as the ITO EN Wellness Forum, which communicates the health benefits and uses of green tea and matcha, and are strengthening our efforts to spread the word about the value of green tea.
ITOEN Wellness ForumProviding drinking opportunities tailored to diversifying lifestyles and contributing to physical and mental well-being
Proposing high value-added products that support health
Nutritional issues in dietary life stemming from vitamin and mineral deficiencies and excessive intake of fats, sugars and salt pose growing concerns. Regarding these health issues, we research the healthiness of food materials including tea and work to develop evidence-based FOSHU and Food with Function Claims and products using less sugar, salt and unnecessary food additives. In this way, we help to keep customers’ eating habits healthy and improve their nutrition.
Provision of product information on packaging and our website
ITO EN indicates raw materials and nutritional information on the packaging of the beverage products that we sell. In addition, we have also established the system that allows cutomers to check the origin of raw ingredients used for green tea, barley tea, vegetable drinks and tea leaf products on product packaging and our website. Futhermore, we have complied with the Amendment of the Food Labeling Standards and taken action to ensure we offer products that people can enjoy with complete peace of mind and safety.
Creation of connections through tea
By passing down kyusu (traditional Japanese teapot) culture through the generations and contributing to the sustainability of the tea industry, we support customers’ mental and physical well-being through communication fostered through tea.
Promoting tea culture
In partnership with government agencies and local intuitions, local communities, universities, and students, we promote tea as a way to share the appeal of Japanese culture in Japan and abroad.
Promoting Japanese tea worldwide
Driven by increasing health consciousness and the global popularity of Japanese cuisine and matcha, international awareness of the health benefits and delicious taste of green tea has begun to grow. As a Global Tea Company dedicated to supporting the health of people around the world, we seek to expand the unsweetened tea market by communicating the health value of Japanese tea in ways tailored to the health needs of each country.
Communicating tea culture through the Tea Tasters’ activities
ITO EN’s Tea Taster System is an MHLW-certified in-house business skill test system, with the objectives of instilling employees of “tea-company ITO EN” with a high level of tea-related knowledge and skills and communicating tea culture both inside and outside the company.
Qualified Tea Tasters engage in activities throughout Japan to communicate with customers the deliciousness of tea—which is a part of Japan’s food culture—and how to enjoy it. Through demonstrations of how to prepare tea and other experiences, Tea Tasters share the appeal and attraction of tea to customers and link this on to increases in sales of ITO EN’s tea leaf products. Going forward, we will continue to pass on tea (and kyusu tea pot) culture through communication focused on tea, thereby contributing to the advancement of the tea industry and supporting customers’ mental and physical health.
The ITO EN Oi Ocha Shinhaiku Contest, Japan's No. 1 haiku contest based on number of entries
Held every year since the launch of Oi Ocha in 1989, the ITO EN Oi Ocha Shinhaiku Contest is one of the largest open call creative competitions in Japan. With the concept of enjoying free sensibility and not being confined to seasonal words or the stylized 5-7-5 form of traditional haiku, the contest has been widely adopted in school education. An English division was also established from the 2nd Haiku Contest. Prize-winning works selected by a panel of judges from a wide range of genres, including haiku poets, are displayed on the packaging of Oi Ocha brand products.
Through shinhaiku, we are contributing to the passing on of Japanese culture and educational opportunities while maintaining a close understanding of daily life through the power of words, and tea.
Actions to address health issues overseas
In recent years, the increase in lifestyle-related diseases such as obesity and hypertension has been growing more severe and become a global challenge. Initiatives to reduce the sugar content of processed foods are under way in many different countries, including the introduction of sugar taxes.
Alongside increasing health awareness, the ITO EN Group is rolling out the sugar-free Oi Ocha brand even in foreign countries where sugar-containing beverages are the mainstream. The Group proposes approaches to health issues through familiar foods.
In particular, Thailand and Singapore are Southeast Asian countries where governments are introducing aggressive measures to prevent obesity, and the HEALTHIER CHOICE mark indicating the national certification of products with health benefits is printed on packages to communicate to customers that the product is sugar free in an easy-to-understand manner.
We are actively promoting these products in Indonesia and Thailand. Examples of these efforts include point-of-purchase tastings and the handing out of samples at gyms, sports events and other places and opportunities.