Aiming to be a “Super Taipa” What is Oisix’s new delicatessen service “Deli Oisix”?

On April 18, Oisix La Daichi (Tokyo/President Kohei Takashima: hereinafter referred to as Oisix) launched “Deli Oisix”, a service that delivers refrigerated side dishes prepared in the microwave using recipes supervised by the company. We utilize Oisix’s unique strengths by using five or more types of vegetables per meal for the main dish and side dish. Why did you decide to develop a new product when meal kit products are also doing well?

Cooking time and posture
have changed over the past 10 years

　Oisix provides regular home delivery services of safe and secure agricultural products and meal kits through brands such as “Oisix” and “Radish Boya.” The core service, “Oisix,” sells organic and specially cultivated agricultural products on the Internet and in physical stores, with the concept of “only bringing to the table ingredients that the people who made them can feed to their children.”
　In 2013, we began selling “Kit Oisix,” a meal kit with recipes that allows you to prepare two dishes, a main dish and a side dish, in about 20 minutes. The ease of cooking without having to think about the menu has been well-received, and it has grown into a hit product with cumulative shipments exceeding 150 million servings as of the end of May 2019.
　The newly launched “Deli Oisix” can be purchased on the Oisix website for regular members. The products are the “1day set” (2,700 yen including tax), which includes one main dish and one side dish, and the “3day set” (2,700 yen), which includes three main dishes and three side dishes. There are two types, and they are not delivered regularly and must be purchased individually.
　For areas where delivery takes one day, the expiration date is three days including the date of arrival. In areas where delivery takes 2 days, the expiry date is 2 days including the date of arrival. The menu changes weekly, and one week the main dish was “Meat Dumplings and 7 Types of Vegetables in Tomato Sauce,” and “Hot Potato Salad with 5 Types of Vegetables” was the side dish.

It takes at least 5 minutes to take it out and eat it.

　The reason behind the development of the new “Deli Oisix” is that in the 10 years since the launch of “Kit Oisix”, the number of dual-income households has increased, and the time and attitude of users in cooking has changed. Being there is involved.
　According to the “White Paper on Gender Equality” (Reiwa 4th Edition) released by the Cabinet Office, approximately 70% of households where the wife is under 64 years old are dual-income households, and “Kit Oisix” users are also The main users are families.
　In a survey conducted by Oisix of 2,055 Oisix regular members, when asked the question, “There are days when I don’t want to/can’t make a meal,” 30% answered “4 days or more” and 49 answered “2-3 days.” %, accounting for nearly 70% in total.
　Momoko Arakawa, manager of the ready to eat section of the Oisix service development headquarters, said in an interview with users that, “When Kit Oisix was released, even a 20-minute cooking time could be called a “time saver,” but recently people have been using knives. “Customers are starting to feel like it’s a hassle to even take out their food.“
　Against this background, “Deli Oisix” was developed with the concept of “Super Taipa” (meaning time performance, time efficiency) to further reduce the time burden of menu planning and cooking, targeting families where both parents work. Ta.
　The products are shipped refrigerated and can be eaten immediately after being heated in the microwave for a few minutes and then plated. The time from taking out the product to eating it is at least 5 minutes. The products are pre-seasoned to reduce the time you spend worrying about cooking. The package can also be used as a disposable container, so you can eat it as is without plating it and save time cleaning up and washing dishes.

Source:Diamond Chainstore 29th April 2024.