Japanese snack brand Hananomi is targeting consumers with moderate activity levels by promoting balanced fat and protein intake for efficient energy conversion. The brand’s Power Chips range features warrior-inspired packaging, incorporating samurai and female shinobi imagery to enhance its cultural appeal in the Asia Pacific region, where consumers seek health-conscious yet experiential products.
Functional Nutrition & Market Strategy
Designed for working adults and busy homemakers, Power Chips encourage balanced eating over restrictive diets, aligning with modern nutrition trends. The reformulated soy protein chips provide higher protein (11g) and lower fat (10g) per serving (35g), supporting sustained energy and metabolism.
Expansion into APAC & Sustainability Focus
Hananomi is developing regional flavors for the Southeast Asian market, starting with Singapore, with flavors like nori, matcha, and cheese in addition to existing options like ume, salt & garlic pepper, and yuzu pepper. The chips are made from defatted soybeans, ensuring they are gluten-free, additive-free, and resistant to oxidation, with a year-long shelf life, making them ideal for humid climates.
Strategic Branding & Pricing
To stand out in crowded snack aisles, Power Chips leverage bold, culturally inspired packaging. The salt & garlic pepper variant features a samurai, while the yuzu pepper variant will showcase a female shinobi. Priced between SGD 3–4 per pack, the brand aligns with pricing in Japan, positioning itself as an accessible yet premium snack.
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