Japanese-style surimi products for the Thai market were undeveloped, and no in-house know-how existed
Significant quality variation in the forming and frying processes for Nigiri-Ten and Maru-Ten led to reduced yields
Product concept and brand name were undecided, hindering market expansion
Solutions
Japanese-Style Recipe Formulation Designed optimal blend ratios of fish paste, binders, and seasonings to replicate the texture and flavor of Nigiri-Ten and Maru-Ten
Manufacturing Process Operation Guidance Standardized mixing, forming, and frying temperature/time procedures; provided hands-on staff training
Quality Control Checklist Implementation Defined inspection items (fry color, internal temperature, yield, etc.) and established a daily/weekly review system
Brand Naming & Marketing Support Named the products “Hakata Nigiri-Ten” and “Hakata Maru-Ten”; prepared and presented marketing materials to Japanese food wholesalers
Results
Launched through Japanese food wholesalers in December 2020
Achieved target sales volume in the first month with consistent texture and flavor
Reduced defect rate from ~5% to below 1% after implementing the quality control system
Expanded distribution channels through the new brand launch
Profile
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