A new sugar-free tea drink, "Hokkaido Azuki Tea," is launching exclusively in Hokkaido on March 23 (Monday). Developed by a project team centered on staff at Hokkaido Ito En, the beverage is made with 100% Hokkaido-grown azuki beans and follows an "all-Hokkaido" philosophy — from raw ingredients and roasting to sales.
Hokkaido ranks first in Japan for azuki bean production, and growing interest in local sourcing and regional branding has boosted demand for products using Hokkaido ingredients. At the same time, the azuki tea leaf market has grown approximately 17 times over the past five years (based on INTAGE SRI+ estimated sales volume, all retail channels, 2020–2025 comparison), reflecting rising consumer interest in sugar-free teas that highlight the natural flavor of their ingredients.
Against this backdrop, a cross-departmental project team — spanning marketing, design, sales promotion, and branch staff from Hokkaido Ito En — was launched in 2024 with the goal of delivering a product made from Hokkaido ingredients to people living in Hokkaido.
Product Overview
"Hokkaido Azuki Tea" features the gentle sweetness and subtle aroma characteristic of azuki beans grown in Hokkaido's cool climate and fertile fields. The beans are roasted at a factory within Hokkaido, and a blend of different roasting intensities is used to achieve a careful balance of sweetness and fragrance. With zero caffeine and zero calories, the drink is suitable for any time of day.
| Item | Details |
|---|---|
| Product Name | Hokkaido Azuki Tea |
| Category | Soft drink |
| Volume / Container | 500 ml PET bottle |
| Suggested Retail Price | ¥216 (tax included) / ¥200 (tax excluded) |
| Release Date | March 23 (Monday) |
| Sales Area | Hokkaido only |
Development Background
The project traces its origins partly to "Hokkaido Corn Tea," a sugar-free tea developed by a Hokkaido-area project team in 2012. Building on that legacy, the new azuki tea project set out to maximize the appeal of Hokkaido-grown azuki while keeping every step of production — raw material selection, roasting, and distribution — within Hokkaido.
During development, team members visited azuki fields to assess raw material conditions firsthand and attended sessions at the regional roasting factory to evaluate ingredient characteristics and optimal roasting levels. Sensory evaluations involving Hokkaido Ito En staff and associates guided the final flavor profile, which aims to offer a gentle sweetness and pleasant aroma that fits naturally into everyday moments such as mealtimes or breaks.
"Hokkaido Azuki Tea" will be sold through Hokkaido Ito En, established in May 2024, and is available exclusively within Hokkaido.
