FamilyMart Launches Four Ohtani-Endorsed Rice Balls, Targets 5% Sales Growth
FamilyMart will release four new rice ball products on August 18, including a large size and ingredient-rich varieties, backed by a promotional campaign featuring MLB player Shohei Ohtani. The company aims to boost rice ball sales by 5% compared with 2024, responding to demand for convenient yet satisfying lunch options amid rising prices.
On August 17, convenience store chain FamilyMart announced the development of four new "one-stop complete" rice ball products, with sales scheduled to begin on August 18. The lineup includes a large rice ball 1.5 times the regular size and varieties with generous fillings. The company also launched a promotional campaign featuring Shohei Ohtani, a player for the Los Angeles Dodgers of Major League Baseball, as brand ambassador, aiming to attract demand during the lunchtime rush.
Among the new items, the "Large Rice Ball: Seasoned Egg and Minced Pork Mayonnaise," supervised by Tokyo rice ball specialty shop BonGo, is priced at 348 yen including tax. It features a loose rice texture combined with selected ingredients in an oversized format. The "Generous Fillings! Chicken Nanban" is priced at 268 yen including tax and emphasizes its abundant toppings. At a press event held in Tokyo the same day, Tomoaki Kinouchi, head of the company's deli division, said the products respond to consumer needs for "convenience and taste during busy lunch hours," and specifically noted that the large rice ball was designed to provide "satisfaction from a single rice ball" amid continued price increases.
Since Ohtani became brand ambassador, rice ball sales have remained strong. The company aims to increase sales by 5% compared with 2024 through the four new products. At the event, BonGo owner Yumiko Uchikoshi and entertainer Gyaru Sone also appeared for a discussion session.