Introducing Upcycled 'Honey Plum'! Aena, the Off-Price Store, Offers Relief from Rising Prices

Aiming to realize a society where "everyone can be healthy and beautiful," Aena Co., Ltd. (Headquarters: Setagaya-ku, Tokyo; CEO: Masako Baba), Japan's largest off-price retail chain, is launching its self-developed upcycled food products that balance environmental sustainability with rich culinary experiences. On July 13, 2026 (Monday), the company will release a new product called 'Honey Plum,' made from plum pulp used in plum wine production.

Combining the accessible pricing unique to off-price stores with high quality derived from valuable ingredients, Aena offers a sustainable dining experience where "enjoying delicious food contributes to society."

Background of Product Development

Plum wine is widely enjoyed in daily life. However, behind its production lies a hidden issue: much of the plum pulp used in making plum wine is discarded as waste. Focusing on this 'waste not' opportunity, Aena began developing this product with the mission of repurposing high-quality ingredients into new delicious offerings. During development, plums previously soaked in liqueur were carefully sun-dried. By evaporating the alcohol content, the resulting 'Honey Plum' retains the deep, mature texture and fruity aroma of aged plums, making it enjoyable on everyday dining tables.

Product Overview

Product Name: Honey Plum

Net Weight: 100g

Price: 215 yen (tax included)

Release Date: July 13, 2026 (Monday)

Available at: Aena large stores (https://www.aena.co.jp/shop/large_shop/)

*The above price is as of July 13, 2026, and may be subject to change.

*Availability may vary by store.

Three Key Features of 'Honey Plum'

① Unbeatable Low Price Despite Rising Inflation — A Price Only Aena Can Offer

Due to rising raw material costs, particularly plums, market prices for umeboshi (pickled plums) continue to increase. Aena believes that everyone, regardless of income or lifestyle, deserves a rich and fulfilling life. Therefore, the company is committed to maintaining an affordable price point for umeboshi, a staple of Japanese dining, even amid inflation.

② Premium Domestic 'Nankou Plum' from Wakayama for Exceptional Satisfaction

This product generously uses 'Nankou Plum,' a premium plum variety grown in Wakayama Prefecture. Known for its large fruit size, it offers a satisfying bite. Because it is born from upcycling, Aena can offer a product made with branded plums at a price accessible for daily meals.

③ Natural Sweetness of Honey and Soft Texture from Liqueur Soaking

To the refreshing tartness of traditional umeboshi, this product adds the rich depth and natural sweetness of honey. Additionally, the prior soaking in liqueur results in a uniquely soft texture. Whether enjoyed at daily meals or as a snack with alcohol, its familiar and approachable flavor makes it widely enjoyable.

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Aena Stores Launch 'Off-Price Days' — Discover the Reason Behind Our Low Prices! Popular Upcycled Curry Also Temporarily Discounted

Behind Aena's low prices are not only surplus inventory utilization but also upcycled products born from a 'mottainai' (no-waste) philosophy. During this campaign, original POP displays will be placed on selected off-price products, visually explaining the 'reasons behind the low prices.'

Additionally, to celebrate the launch of the new 'Honey Plum,' the popular upcycled product 'Spicy Rich Beef Curry' will be offered at a special limited-time price! Take this opportunity to enjoy shopping that benefits both your household budget and the planet.

Event Period: July 17 (Fri), 2026 – July 26 (Sun), 2026

Participating Stores: All Aena stores nationwide

*Exclusions apply (Ion Town Arimatsu, Yume Town Hatsukaichi, Aeon Mall Yahatahigashi, Kanat Mall Izumi-Fuchu)

About Aena Co., Ltd.

Aena aims to realize a society where "everyone can be healthy and beautiful without relying on medical care or nursing," operating 'Aena,' Japan's largest off-price chain focused on cosmetics and food. By purchasing corporate surplus inventory and selling self-developed upcycled products made from surplus raw materials, Aena provides low-cost, high-quality goods and is growing as a distribution infrastructure that solves food waste, a pressing social issue.

Through these initiatives, Aena strives to create a world with no 'experience gap,' where everyone can enjoy a rich life, promoting smart consumption that is kind to both household budgets and the Earth.

Company Overview

Company Name: Aena Co., Ltd.

Representative: CEO Masako Baba

Established: July 2004

Headquarters: 2-2-16 Sangenjaya, Setagaya-ku, Tokyo, YK Building 10F

Business: Operation of the off-price chain 'Aena,' planning and development of original products

Corporate Website URL: https://www.aena.co.jp/