TOPVALU Best Price Launches 3 New Frozen One-Plate Meals on April 2 – Convenient and Affordable Private Brand Options

AEON Launches Three New Frozen One-Plate Meals under “TOPVALU BestPrice” Brand

AEON Co., Ltd. (Headquarters: Mihama-ku, Chiba City; President and CEO: Akio Yoshida) announced the launch of three new frozen one-plate meal products under its private brand “TOPVALU BestPrice” starting April 2. These new offerings will be available at around 2,900 stores nationwide, including “AEON,” “AEON Style,” and “MaxValu.”

The new “Frozen One-Plate” lineup features three varieties based on popular Japanese and Western dishes:

• Gomoku Rice with Chicken in Black Vinegar Sauce
• Cheese Curry with Hamburger Steak
• Peperoncino with Tomato Sauce Hamburger Steak

Each item is designed as a complete meal combining a staple and a main dish, and can be enjoyed directly from the plate after simply heating in a microwave for about 4–5 minutes. The packaging also reduces the hassle of cleanup.

Each meal is priced at 298 yen (321.84 yen including tax). Leveraging its economies of scale and more than 15 years of expertise in developing frozen one-plate meals, AEON has achieved a high level of cost performance. Furthermore, the pricing allows consumers to pair the meals with other TOPVALU items such as salad, miso soup, drinks, or desserts and still keep the total under 500 yen—a key point of appeal.

In response to ongoing price increases in the domestic market, AEON continues to strengthen the “TOPVALU BestPrice” line with the key message: “Everyday products, always easy and affordable.” The expansion into frozen food reflects a strategic product launch aimed at balancing convenience, time-saving, and price-conscious consumer needs.

Japanese Retailers Strengthen Private Brand Strategies Amid Rising Food Prices

Major Japanese retailers are accelerating their private brand (PB) initiatives as a strategic response to ongoing price hikes in national brand products. With over 4,200 items, including cooking oils, beer, and processed meats, expected to see price increases in April 2025 (according to Teikoku Databank), retailers are turning to affordable PB offerings to attract price-sensitive consumers and support household budgets.

PB products, typically developed in collaboration with manufacturers under retailer leadership, can be priced lower due to reduced advertising and sales expenses. This cost advantage is driving a renewed focus on PB development across the retail sector.

AEON, for example, launched three new frozen one-plate meals on April 2 at an accessible price point of 321 yen each, including “Peperoncino with Tomato Sauce Hamburger Steak.” Additionally, the company will reduce prices on 75 “TOPVALU” food items by 4–21% starting April 9. Popular staples like salad oil (900g) will drop from 257 yen to 246 yen.

Ito-Yokado is expanding its budget-focused PB line “Seven The Price” by 10%. Innovative cost-saving approaches include using vegetable trimmings and leftover dumpling wrappers for its 20-piece gyoza (321 yen), and simplified packaging for its 750g dashi seasoning (645 yen), offering prices 10–20% lower than comparable national brands.

Lawson is refreshing its PB strategy for the first time in five years with the launch of the “Mitsuboshi Lawson” line. New packaging and branding are being rolled out across products like rice balls and desserts to boost PB visibility and market share. A product manager noted, “As the consumer price index rises, so does the PB ratio. We anticipate even greater expectations for PBs in the future.”

Looking Ahead: PB as a Core Retail Strategy for 2025

These developments mark a significant shift in how Japanese retailers are positioning PBs—not just as low-cost alternatives, but as central pillars of their value proposition. In 2025, retailers like AEON are leveraging scale, speed, and consumer trust to reinforce PB offerings, aiming to balance quality, affordability, and innovation in an inflationary market. As price sensitivity deepens, PBs are becoming indispensable tools in both customer acquisition and long-term brand loyalty strategies.