Kagome to Strip Back Ketchup Packaging Amid Global Ink Shortage

Kagome Co., Ltd. announced on May 14 that it will begin updating the outer packaging design of its flagship product, "Kagome Tomato Ketchup," starting in late May. This decision stems from difficulties in procuring printing ink—particularly the white base ink—as the supply of naphtha becomes increasingly unstable due to heightening tensions in the Middle East.

The redesign affects three product sizes: 500g, 300g, and 180g. While the current packaging features numerous printed tomato illustrations, the new version significantly reduces the printed area, making the outer bag largely transparent. The company clarified that there are no changes to the quality of the squeeze tube or its contents, emphasizing a transition to a simple design with high visibility.

This movement toward packaging simplification is gaining momentum across the Japanese food industry. A similar shift by snack giant Calbee, which recently released potato chips in minimalist black-and-white packaging, drew widespread attention. Kagome's decision further underscores the growing severity of global resource shortages.

On social media, the news has been met with a mix of reactions. Some users praised the move, calling it "stylishly simple" and a positive step for resource conservation. However, others expressed anxiety about the impact of international conflicts on daily life, with some lamenting that "the world feels a bit more drab as colors disappear from store shelves."

Depending on future ink availability, this trend could potentially spread to other food manufacturers and the pharmaceutical industry. All eyes are now on whether these minimalist designs will become the "new standard" for consumers.

The context

Kagome is Japan's most iconic brand for tomato products, holding a dominant market share in the ketchup category. The reliance on naphtha, a petroleum-based product used in printing inks, makes the Japanese food industry particularly vulnerable to fluctuations in the Middle East energy market. This shift follows a pattern where Japanese companies are increasingly forced to pivot their branding strategies not just for environmental reasons, but as a direct response to global supply chain vulnerabilities that affect everything from snacks to household staples.