YUWAERU's "Nekase Genmai®" and Other Products Now Featured on "&kitto," an Ethical Food Review Site Focused on Taste

YUWAERU Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo / CEO: Yoshitaka Ogino) announces that some of its products, including the "Nekase Genmai®" series, have been listed on "&kitto," an ethical food review site operated by Ethicalize Co., Ltd. (Headquarters: Bunkyo-ku, Tokyo / President: Kentaro Fujita). "&kitto," which launched its service in December 2025, is a food information site where users can choose products based on reviews, focusing on categories such as plant-based, organic, and allergy-friendly foods, with "deliciousness" as the core criterion. "While consideration for health and the environment is important, if it's not delicious first, it won't last." This philosophy aligns with YUWAERU's aim to "make delicious brown rice the norm." With this listing as an opportunity, YUWAERU will once again communicate the value of "a healthy lifestyle that begins with deliciousness." ■The Era Where "Good for Health" Alone Isn't Enough In recent years, interest in foods that consider health and the environment, such as plant-based and organic options, has been growing. However, consumers also harbor vague anxieties such as, "Is it really delicious even if it's good for me?" and "Can I continue eating it?" "&kitto" was born as a review site to alleviate these anxieties and reduce the risk of disappointment. It features products that can be chosen based on the experiences of actual eaters, focusing not only on nutritional content and functionality but also on taste, satisfaction, and ease of continuation. Currently, a variety of products are listed, including plant-based, gluten-free, and allergy-friendly foods. What is needed now is a new standard for choosing food: not just "good for health," but "delicious, so it continues." Shared Values Between YUWAERU and &kitto Since its founding, YUWAERU has proposed a way to improve dietary habits by focusing on staple foods. At the heart of this is "Nekase Genmai®," a brown rice meal that is chewy and easy to eat. Brown rice is known for its high nutritional value, but it also carries an image of being "hard, difficult to eat, and hard to continue." Through its unique pressure-cooking and aging technology, YUWAERU has worked to make brown rice a staple food that can be enjoyed continuously. The idea is not "eating because it's healthy," but "continuing because it's delicious." This philosophy aligns with "&kitto's" mission to "create a society where food can be chosen based on deliciousness." ■Featured Products The products listed include YUWAERU's flagship "Nekase Genmai® Gohan Pack" series, as well as processed brown rice foods such as brown rice noodles, brown rice mochi, brown rice porridge, and brown rice amazake, and the mixed grains used in the gohan packs. These products offer a lineup that allows brown rice to be incorporated not only as a staple food but also in various forms, serving as an entry point for those who are interested in brown rice but "don't know where to start" to find a way to incorporate it that suits them. By visualizing taste and characteristics through reviews on &kitto, it is expected not only to make it easier to choose products that suit individual needs but also to lead to a more free and enjoyable experience of choosing brown rice. ▶YUWAERU Product Listing Page Here are some of the featured products: Nekase Genmai® Gohan Pack Series The Nekase Genmai® Gohan Pack series resolves the hardness and difficulty of eating characteristic of brown rice by cooking it in a special pressure cooker. It features a chewy texture and a natural sweetness that spreads as you chew. The ingredients are simply brown rice, mixed grains, and a small amount of salt. High-temperature sterilization and retort packaging allow for storage at room temperature without preservatives. It's a recommended product for stocking up, allowing you to easily incorporate brown rice into your busy daily life. Adzuki Bean Blend: Uses adzuki beans from Tokachi, Hokkaido. Features a hearty texture of adzuki beans and a gentle sweetness. Black Rice Blend: Offers a rich flavor and a satisfying texture with popping grains. Mochimugi (Barley) Blend: Enjoy the chewy texture of mochimugi with a refreshing taste. 15-Grain Blend: Made with fifteen types of mixed grains, offering a rich and aromatic flavor. Yumepirika 100%: Blended without mixed grains, this highlights the natural sweetness, umami, and chewy texture of brown rice. Chewy Brown Rice Noodles In an era where staple foods can be chosen due to diversifying diets, we developed brown rice noodles to increase the variety and options for brown rice meals. The ingredients are solely roasted brown rice flour and potato starch, with a commitment to domestic sourcing. It features the aroma of roasted brown rice and the sweetness of rice, with a firm texture and chewiness that is delicious both chilled and warm. They can be used in various dishes like pasta, udon, or Chinese noodles. Brown Rice Amazake The ingredients are only brown rice and koji. It is non-alcoholic, sugar-free, additive-free, and domestically produced. Made with the desire to not compromise on nutrition, drinkability, or taste. Its rich sweetness and nutrients make it easy to drink and enjoyable without getting tired of it. It is a concentrated type, so dilute it 2-3 times with water or hot water when drinking. It can also be used as a seasoning instead of sugar. Perfect for both winter and summer. You can also mix it with soy milk or matcha. Its versatility is also a reason for its popularity. ■Changing Your Staple Food Changes Your Diet YUWAERU believes that the accumulation of daily eating habits leads to daily comfort and richness. Towards a society where choosing "delicious, so it continues" becomes the norm, rather than enduring for health. YUWAERU will continue to aim for the realization of a richer food culture by delivering the value of food that balances health and deliciousness. About YUWAERU Co., Ltd. Location: Eisen Building 6F, 3-20 Kanda Nishikicho, Chiyoda-ku, Tokyo CEO: Yoshitaka Ogino Established: February 4, 2009 Business Activities: D2C business [Manufacturing and retail (EC) of brown rice gohan packs], wholesale/OEM, consulting URL: https://www.yuwaeru.co.jp/ "One Meal a Day, Brown Rice Lifestyle" We believe that by skillfully combining meals that make the body happy by replacing staple foods with brown rice, and meals that make the heart happy by not giving up favorite foods, one can lead a balanced dietary life. The accumulation of this leads to healthy and fulfilling days. "Is this really brown rice?" The chewy "Nekase Genmai®" was born from such thoughts. Centered around gohan packs manufactured in our own factory, we offer various brown rice-based foods and services. We are expanding the "brown rice lifestyle" through diverse channels including stores, EC, and wholesale/OEM. * "Nekase Genmai®" is a registered trademark of YUWAERU Co., Ltd. Official Website & Social Media Online Store: https://nekase-genmai.com/ Instagram: https://www.instagram.com/yuwaeru.online/ Youtube: https://www.youtube.com/channel/UCwCUbHkizOzaRbabewVoEAg X: https://www.twitter.com/yuwaeru/ Facebook: https://www.facebook.com/yuwaeru.online/ YUWAERU Direct Stores ・YUWAERU Kuramae Main Store: https://www.instagram.com/yuwaeru_honten/ ・YUWAERU Sapporo Maruyama Park Store: https://www.instagram.com/yuwaeru_sapporo/ Inquiries Regarding This Matter