Supporting the "Good Sweat" of Approximately 100,000 Station Users from "Ekinaka"! Bex Coffee Shop to Distribute "Salt Charge" for a Limited Time with the "Add Salt Charge to Hydration! Campaign"

JR East Cross Station Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President: Atsuko Ito) and Kabaya Foods Corporation (Headquarters: Okayama City, Okayama Prefecture; President: Tetsuro Anai) will implement the "Add Salt Charge to Hydration! Campaign"*1, distributing approximately 100,000 bags of "Salt Charge Tablets (4 tablets)" at 68 Bex Coffee Shop locations, primarily in "Ekinaka" (inside stations) in the Tokyo metropolitan area, starting July 22, 2026 (Wed). This initiative is part of efforts to help station users cope with the heat.

*1: Distribution will end when each store runs out of "Salt Charge" stock.

Bex Coffee Shop, operated by JR East Cross Station, is a cafe that stays close to customers' daily lives and offers new value through a cup of coffee. We aim to be an "Ekinaka Aid Station"*2, where customers can take a moment to relax, reset their minds, and replenish fluids and energy amidst their busy lives with delicious coffee and food.

*2: An aid station refers to a water station set up at various points along a course during events like marathon races for the purpose of replenishing fluids, electrolytes, and carbohydrates.

Kabaya Foods' flagship brand, "Salt Charge," carries the brand slogan "Supporting your sweat." It is positioned as an "essential item for sweating" and has been sold year-round since fiscal year 2026, supporting everyone who sweats in all situations throughout the year. "Salt Charge" is a ramune-flavored tablet confection that allows users to easily and deliciously replenish minerals such as salt and potassium lost through sweat. It is easily crumbled when chewed and melts in the mouth, and it is resistant to melting even in extreme heat. Its individual packaging makes it easy to carry and consume on the go.

This initiative was realized through the shared desire of both companies to support the "good sweat" of everyone who works hard every day, for themselves or for others, even in the harsh heat.

JR East Cross Station and Kabaya Foods will support the "good sweat" of those using "Ekinaka" and trains by providing hydration at "Bex Coffee Shop" and mineral* replenishment with "Salt Charge."

*Minerals in this release refer to salt and potassium.

"Add Salt Charge to Hydration! Campaign" Overview

Date and Time: July 22, 2026 (Wed) to closing time daily from 11:00 AM

*Distribution will end when each store runs out of "Salt Charge" stock.

Number of Participating Stores: 68 Bex Coffee Shop locations, primarily in "Ekinaka" in the Tokyo metropolitan area.

*Not available at Tokyo Shinkansen Store, Tokyo Shinkansen South Store, Omiya Shinkansen Store, and Tsujido Store.

Details and Distribution Conditions: At each Bex Coffee Shop location, one bag of "Salt Charge Tablets (4 tablets)" will be distributed per single purchase of any drink or food item.

*Total distribution of approximately 100,000 bags across all participating stores.

Campaign HP

About "Salt Charge"

A ramune-flavored tablet that allows you to "moderately," "deliciously," and "easily" replenish salt and potassium lost through sweat.

Product design focuses on minerals* contained in sweat.

Designed to easily replenish minerals*, such as about 0.1g of salt equivalent per tablet, in accordance with hydration needs during sweating.

Contains candy chips, making it easy to crumble and melt in the mouth.

"Salt Charge Tablets" and "Salt Lemon" are also sold at the convenience store "NewDays" operated by JR East Cross Station (excluding some stores).

*Minerals in this release refer to salt and potassium.

[Product Name]

Salt Charge Tablets *Sports Drink Flavor

Salt Charge Tablets Salt Lemon

Salt Charge Tablets Ume (Plum)

[Type/Contents]: Confectionery / 81g (including individual packaging, standard 26 tablets)

[Price]: Open

*"Salt Charge" is a registered trademark of Kabaya Foods Corporation.

[Sales Area/Format]: Supermarkets, convenience stores, drugstores, home centers, etc., nationwide.

*"Salt Charge" is a registered trademark of Kabaya Foods Corporation.

"Salt Charge Tablets" Brand Page

"Salt Charge Tablets" X Account

About Bex Coffee Shop

We want to be a shop that stays close to our customers' daily lives and offers new value through a cup of coffee. That is the aspiration of Bex Coffee Shop.

We offer aromatic original blend coffee, ground in-store using beans from coffee-producing countries around the world, along with carefully selected freshly baked panini and various seasonal fair menus, ensuring new discoveries with every visit.

With 72 stores primarily in "Ekinaka" in the Tokyo metropolitan area, we are a coffee shop that will celebrate its 30th anniversary with our customers in 2025.

About JR East Cross Station Co., Ltd.

Company Name: JR East Cross Station Co., Ltd.

Headquarters: South Gate Shinjuku Building 6F, 5-33-8 Sendagaya, Shibuya-ku, Tokyo

Established: April 1, 2021 (Reiwa 3)

President: Atsuko Ito

Capital: 4.11 billion yen (100% subsidiary of JR East)

The company is composed of four divisions: the Retail Company, which operates convenience stores such as "NewDays" and specialty stores; the Foods Company, which focuses on food and beverage and food manufacturing businesses, including "Irorian Kiraku," "Bex Coffee Shop," "Honnoriyya," and "Ekiben-ya"; the Water Business Company, which operates vending machine businesses in "Ekinaka" and original product businesses such as "From AQUA" under the acure brand; and the Development Company, which operates commercial facilities in "Ekinaka" such as "ecute" and "Gransta."