Umami Spreads with Every Chew! "Eating Small Fish" Made with Nagasaki Prefecture Sardines to Be Released Nationwide

Yamaki Co., Ltd. (Headquarters: Iyoshi, Ehime Prefecture; President and CEO: Yoshihiro Kido; hereinafter referred to as Yamaki) will launch "Hirako Niboshi no Taberu Kozakana 30g," made with sardines from Nagasaki Prefecture, nationwide on August 20, 2026 (Thu). This product is an "eating small fish" characterized by its firm chewiness and the satisfaction derived from it, developed with an eye on the demand for snacks and accompaniments to alcoholic beverages. It can be enjoyed as a way to satisfy hunger between meals or as a snack with drinks.

Hirako Niboshi no Taberu Kozakana 30g

Background

The dried small sardine market is undergoing changes in its traditional demand structure, which has primarily focused on dashi (broth) applications, due to factors such as fluctuations in fishing environments and rising costs. Within this context, the category of small fish that can be eaten as is is seeing an increase in purchase value among people in their 20s to 40s and 60s (※1), indicating a growing demand for eating them as snacks or accompaniments to drinks, distinct from dashi applications.

Furthermore, a survey conducted by Yamaki revealed that the top reasons for purchasing "eating small fish/dried sardines" included "satisfying hunger as a snack," "for personal health," and "as a snack with alcohol" (※2), suggesting they are being accepted as healthy snacks that can be enjoyed while being health-conscious.

Against this backdrop of expanding demand, Yamaki先行販売 (pre-released) "Hirako Niboshi no Taberu Kozakana 30g" as an area-limited product in the western Japan region starting in February 2025, and it was well-received by many customers. Based on this positive response, we will now launch the product nationwide so that more consumers can enjoy its firm texture and the umami that spreads with every chew.

※1 SCI-p (ages 15-79) Average purchase value per 100 women, September-February each year

※2 "Survey on Purchase Intentions for Small Fish/Dried Sardines Eaten As Is (n=911)" August 2022, Yamaki Research

Product Features

1 Uses Sardines from Nagasaki Prefecture

Uses large, firm sardines from Nagasaki Prefecture. You can enjoy a chewier texture compared to anchovies.

2 Umami Spreads with Every Chew

In addition to the rich umami of the fish, it has a moderate saltiness, making it recommended not only as a snack but also as an accompaniment to alcoholic beverages.

3 Satisfaction Design to Meet Snacking Needs

Its texture provides a sense of satisfaction even in a short time, catering to health-conscious snacking needs.

1. Product Outline

2. Release Date: August 20, 2026 (Thu)

As "Katsuobushi-ya, Dashi-ya, Yamaki." (A maker of bonito flakes and dashi stock), Yamaki will contribute to "deliciousness," "health," and "the inheritance of food culture and ensuring the sustainability of food resources" through bonito flakes and dashi.

https://www.yamaki.co.jp