Contribution to Dietary
Habits and Health

Suggest and provide healthy and fulfilling lifestyles through research and development with an eye towards the age of centenarians and through products and services helpful to the health of people of different generations

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.

Through industry-academia partnerships, we are working to solve the health problems of all generations of people and prolong healthy life expectancies, with an eye toward the era of the 100-year lifespan.

Research and product development related to health value and nutrition

The ITO EN Central Research Institute has been conducting activities to popularize tea, focusing on basic research, such as the evaluation of food ingredients including tea and elucidation of their mechanism, and applied research to demonstrate the effectiveness of their intake, and learning about diet to promote product development and people's health. Our strategy is to use this basic research as a foundation for devising on-target patent strategies, and perfect our initiatives by creating technologies that are unique to ITO EN. High quality research outcomes backed up by our unique knowhow help us develop inimitable products.

Factors such as the global increase in health consciousness and changes in consumer lifestyles are fueling concern over nutritional issues, such as deficiencies in the consumption of vitamins and minerals and the excessive consumption of fats, sugars and salt.

Leveraging the outcomes of research conducted over many years, ITO EN has developed an extensive lineup of Food for Specified Health Uses (FOSHU) such as the Oi Ocha catechin-rich green tea series, which has two health claims and is targeted toward individuals with high body fat or cholesterol levels, and foods with functional claims (FFC) such as Oi Ocha Koicha.

We sell the Oi Ocha Omatcha series, which are foods with functional claims containing theanine and tea catechins, which have been reported to improve the accuracy of cognitive functions (attentiveness and judgment). Matcha is highly regarded around the world for its delicious taste and health benefits. We will step up announcements of the outcomes of research into the health benefits of matcha and the dissemination of information about the functionality of matcha in collaboration with local governments.

ITO EN will continue developing products which meet the health needs of its customers and continue contributing as a Health Creation Company which proposes healthy and fulfilling lifestyles.

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 voluntarily disclose the origin of raw materials used for green tea, barley tea, vegetable drinks and tea leaf products on product packaging and our website. We have also 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.

Range of container sizes to meet diverse customer needs

ITO EN's products come in containers of all sizes, ranging from large family-sized containers to small containers of an easily drinkable size to meet the needs of customers worried about excessive intake.

As we handle food products, the ITO EN Group recognizes quality and safety as the most important aspects of our responsibility to our customers. We have established a strict quality control system from product design, raw materials and packaging materials to manufacture and distribution, by which we ensure product safety.