Japan Fish Paste Sausage Makers Targeting Sports Lovers


Tokyo, March 22 (Jiji Press)--Japanese companies that make "chikuwa" and "kamaboko" sausages of boiled fish paste are targeting consumers who play sports, billing them as high-protein, low-fat food good to build muscle.

The industry hopes to shore up demand for traditional fish paste-based products, which face sluggish sales in recent years, industry people say.

Ichimasa Kamaboko Co. <2904> of the central Japan city of Niigata launched two tubular fish sausage products in March named Sports Chikuwa.

One contains additional essential amino acid, helpful for muscle repair, and the other vitamin B1, thought to facilitate recovery from fatigue.

"We want sports lovers to eat our products as a snack between meals to demonstrate their potential," a company official said.

[Copyright The Jiji Press, Ltd.]

Jiji Press