Asaichiban Natto / Mamenoka

Asaichiban Co., Ltd. is a manufacturer based in Ibaraki Prefecture — a famous natto production region — performing natto planning, development, and manufacturing. The brand name "Asaichiban (Asaichiban Natto)" carries the thought of "wanting to deliver a nutritionally balanced breakfast suitable for the start of the day" — making it the mission to support healthy living through natto, Japan's traditional food.

On the other hand, with images of "stringy" and "strong smell," natto was also a food unfamiliar outside Japan. So Asaichiban — in cooperation with the Ibaraki Industrial Technology Center — challenged development of "less-stringy natto" using new natto bacteria "IBARAKI lst-1." The "Mamenoka" series of less-stringy natto was born as a food connecting Japan and world food cultures — suppressing fermentation odor while not losing natto's characteristic umami and nutritional value.

In the Mamenoka series, North American organic soybeans and carefully selected small-grain soybeans are used appropriately for each application. "Mamenoka Red" is cup-type natto using North American organic soybeans; "Mamenoka White (Dry)" is dry-type natto with hot-air drying applied after 18 hours of fermentation — designed as a material easy to use not only as-is but also for secondary processing like salads, pasta, and kneading into bread dough.

At exhibitions at the international food trade fair in Lyon, France — original menus using Mamenoka sold out 2,000 meals daily — high interest was also drawn from overseas food professionals and general visitors. The low stringiness, unique aroma, and healthiness as fermented food were evaluated — showing the possibility of spreading to world dining tables as "field cheese."

Asaichiban will continue research and development of natto bacteria, raw material soybeans, and fermentation/drying techniques — proposing new forms of natto to domestic and international audiences — under the concept of "turning natto, Japan's traditional food, into the world's traditional food."

A new option called "less-stringy natto"

The "Mamenoka" series handled by Asaichiban is new natto that — using natto bacteria developed by the Ibaraki Industrial Technology Center — suppresses the stringiness and stickiness characteristic of natto while firmly retaining natto's original nutritional value and umami. Easy to incorporate even for overseas folks unfamiliar with conventional natto, or those who dislike the texture — this is a product aimed at spreading Japan's fermented food culture to the world.

Reframing "fermentation odor" from "smelly" to "aroma" — the thought in the Mamenoka naming

The aroma from natto fermentation tended to be taken negatively overseas. Asaichiban reframed that aroma positively as "an aroma good for the body" — embedding the thought in the brand name "Mamenoka," meaning "bean aroma." While leveraging the fermentation aroma that could be called the essence of Japanese food, the company proposes it as "less-stringy natto" — easier to eat, easier to apply to cooking.

Global-ready products using organic soybeans

Products like "Mamenoka Red" and "Mamenoka White (Dry)" — using North American organic soybeans — are also developed. American and Canadian organic soybeans are fermented with the patented natto bacterium "IBARAKI lst-1," then finished through careful processes like over 18 hours of slow fermentation and hot-air drying. Highly evaluated by organic markets and overseas buyers — this is a lineup conscious of the world market.

Record of 2,000 meals sold out daily at France international food trade fair

At the international food trade fair in Lyon, France — proposed as arranged menus combining "Mamenoka" with French cuisine. Items like "Pool de Natto" — fermented butter with Mamenoka kneaded in — and "Sable de Natto" — combined with foie gras pâté — were offered, and during the period 2,000 meals sold out daily. The possibilities of less-stringy natto were highly evaluated by world's professional chefs and visitors.