Revolutionary Gluten-Free Soy Sauce "Hidamari Shoyu" from by age 18 Now Available to the Public

Hidamari Shoyu gluten-free soy sauce

Wheat flour and iriko dashi (anchovy stock) are essential ingredients for Sanuki udon. However, these very ingredients prevent many people from enjoying this beloved dish. by age 18 opened as a udon restaurant that developed plant-based, gluten-free Sanuki udon so that people from all over the world could enjoy it. The restaurant has been warmly welcomed by locals and tourists alike in Kagawa Prefecture, the holy land of udon, thanks to the delicious taste of its plant-based and gluten-free udon and dishes that rival conventional fare. One of the key ingredients supporting the deliciousness of their cuisine is soy sauce.

The restaurant has decided to sell "Hidamari Shoyu," the gluten-free soy sauce actually used in the restaurant, as a private brand product of by age 18. Now you can enjoy the taste of by age 18 at home.

Hidamari Shoyu bottle close-up

Hidamari Shoyu product display

Our Mission

The primary reason for this product launch is the recent increase in allergy populations and growing demand for gluten-free products. Just serving it in the restaurant was not enough to reach those who need it. The team thought, "If we can deliver this delicious soy sauce that we use in our restaurant to the general public, we can help solve dietary problems starting from everyday dining tables." With the cooperation of Takesan Co., Ltd., a soy sauce manufacturer on Shodoshima Island in Kagawa Prefecture, they developed this gluten-free soy sauce as a collaborative product between Takesan and by age 18.

About Hidamari Shoyu

Traditional wooden barrel fermentation

Hidamari Shoyu packaging

Wheat, typically used in soy sauce, is essential for taste and aroma. However, after three years of research, Takesan Co., Ltd. established a production method using rice that maintains umami and aroma without loss. In 2022, they created new wooden barrels and began fermentation using Shodoshima's traditional natural brewing method.

This is a rich umami tamari soy sauce that can be used safely by people with wheat allergies, their families, and health-conscious individuals following gluten-free diets.

It pairs excellently with Japanese cuisine such as sushi, cold tofu, and natto. Use it just like your regular soy sauce.

Product Details

Product Name: Tamari Shoyu (Honjozo)
Price: 1,300 yen per bottle (tax included)
Contents: 360ml
Ingredients: Soybeans (imported), salt, rice
Storage: Store at room temperature, away from direct sunlight
Seller: Jinsei wa Jojoda Co., Ltd.
261-2 Mure, Mure-cho, Takamatsu City, Kagawa Prefecture
Manufacturer: Takesan Co., Ltd.
103-1 Ko, Yasuda, Shodoshima-cho, Shozu-gun, Kagawa Prefecture

Branding and Creative by Jinsei wa Jojoda Co., Ltd.

The branding, design, and naming of Hidamari Shoyu were handled by Jinsei wa Jojoda Co., Ltd., the same company that handles all branding and creative work for by age 18.

Focusing on the commonalities between by age 18 and this soy sauce—"gluten-free specifications with a global perspective," "diverse food approaches," and "pursuit of deliciousness"—the product was created to reach people with food allergies, as well as health-conscious and quality-focused consumers.

The yellow color in the package design represents new light shining on the world, while the background illustration abstractly expresses the long-inherited tradition and the appearance of accumulated rice. The product name "Hidamari" (sunlight) was chosen from the combination of light and tamari soy sauce.