Asahi Group Foods Ltd. Marketing Department 1 Producer (Mintia Product Development) Naoko Kanda / Marketing Department 1 Producer (Mintia Advertising & Promotion) Teru Egawa

We want to add Mintia to everyone's daily life.

Naoko Kanda, Producer (Mintia Product Development), Marketing Department 1, Asahi Group Foods Co., Ltd.

Teru Egawa, Producer (Mintia advertising and sales promotion), Marketing Department 1, Asahi Group Foods Co., Ltd.

Mintia tablets have become an integral part of many people's daily lives. This year marks the 30th anniversary of their creation in 1996, and they are beloved by many. This time, we spoke with Naoko Kaneda and Teru Egawa from the marketing department about what led them to join the company, what they keep in mind while working, and their passionate feelings towards Mintia.

■Reasons for joining the company

Naoko Kaneda:
Eating is an essential and very familiar part of life. As someone who has always loved food, my attention naturally gravitated towards the food industry during my job search. Among the various types of food, I felt that baby food and food for the elderly are the very foundation of "food for living," and that they fundamentally support people's lives, which greatly appealed to me. It was with this feeling that I joined my current company, which develops the Wakodo brand.

Teru Egawa: My family runs a restaurant, so I grew up seeing people smile because they were eating delicious food. I wanted to be involved in a job where I could make people smile through my work, so I decided to pursue a career in the food industry. Among the various companies in the industry, I was drawn to this company because it handles a wide range of products, from sweets to balanced nutritional foods, and I decided to join it.

■Transforming an idea into a product

Kanda: I feel a great sense of accomplishment when the image I envisioned takes shape as an actual product or package. I develop products with the goal of "I want to create this kind of product," and I'm very happy when that product reaches the customers I intended after its release. I find the appeal of product development in the cycle of turning ideas into reality, selling them, finding challenges and hints for growth, making improvements, and refining the product. I'm also equally happy when people say "it's delicious" or when I see positive comments on social media. I feel a sense of fulfillment when I see people I know enjoying the product in their daily lives.

Egawa: I feel a deep sense of satisfaction when I can see the products I've worked on being used by consumers in their daily lives. The moment I realize that my message has truly reached consumers is what makes advertising so interesting. As the word "advertising" literally means "to announce widely," the target audience is broad, and depending on the approach, it's possible to make many people like a brand or pick up a product. I feel that the magnitude of that influence is both the appeal and the responsibility of advertising work. Also, when I see results such as increased favorability or a rise in the number of purchases in surveys of brand image and purchase intent, it's one indicator that what I created has moved the hearts of consumers, which gives me a sense of fulfillment and motivates me.

■The value delivered through Mintia

Kaneda: I believe Mintia's strengths lie in its portability and the ease with which you can eat it whenever you want. Another characteristic is that it can be eaten without hesitation in various situations, such as in the office. Furthermore, the fact that it disappears quickly when chewed and doesn't get in the way when you have it in your mouth, allowing you to talk, is a value that other candies don't have. It's also appealing because it can refresh your mood, such as when you eat it to change your mood when you're feeling a little down during work. Currently, its main roles are etiquette and mood enhancement, but we want to go beyond that and further expand the value that we can offer as a tablet product. As part of that, we are working on products that are specifically for etiquette and products that are designed to be eaten before speaking.

Egawa: What we are conscious of is communication that conveys the brand image of "Mintia as a product that can refresh your mood." When you ask people, "Why do you eat Mintia?", I think many will answer that it is for bad breath care or to freshen their mouths. Of course, that need is important, but we are conscious of communication that conveys the refreshing feeling that comes from the elimination of anxiety and discomfort, and we believe that such emotional engagement with consumers will create goodwill towards the brand and lead to long-term brand growth. Also, this year we are particularly particular about the music used in our advertisements. We feel that music has a great effect on delivering Mintia as an item that can lighten your mood a little. Just as listening to music can lighten your heart, we want to create a brand image where holding a Mintia can lighten your mood a little.

Kaneda: Mintia's brand slogan is "A good day, in your pocket." As an embodiment of this slogan, we want to expand Mintia not just as a tablet, but as something that accompanies people in their daily lives. Something that people naturally reach for when they want to change their mood or calm their minds a little. As a result, we want to create a situation where as many people as possible have Mintia in their pockets. We will continue to work every day with the goal of achieving this.

■Message to university students

Kaneda: University is a special time when you can wholeheartedly study what you love and immerse yourself in your passions in your free time. I think university is probably the only time of year when you can dedicate yourself completely to yourself. Whether you work hard on something or relax, every day is important. I hope you will wholeheartedly pursue what you enjoy and have a student life without regrets. I would be happy if Mintia could be there for you during that time.

Egawa: In the world, there is a lot of information and a lot to think about, but at the same time there are many things you want to do, so I think we are in a very hectic environment. University life is a time when you can fully dedicate yourself to yourself. While being exposed to various kinds of information, I would like you to think about "what do I really want to do?" and firmly establish your mindset. Then, I think that your life will become richer when you go through job hunting or continue to learn after you enter society.

Interview with Student Newspaper Online on November 1, 2026, Haruna Shoji, a second-year student at Tokyo University of Pharmacy and Life Sciences

Mio Ozawa (2nd year, Seijo University) / Haruna Shoji (4th year, Tokyo University of Pharmacy and Life Sciences) / Haruka Tsukamoto (3rd year, Rikkyo University) / Chiharu Yamada (2nd year, Information Management Innovation Professional University) / Reina Inomoto (1st year, Kyoto University of the Arts)