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Japanese Rice Vermicelli Maker Hopes To Ride Gluten-Free Wave In U.S.

July 5, 2019: 12:00 AM EST
Japanese rice vermicelli maker Kenmin (Kobe) has spent a year modifying its product to comply with U.S. import regulations and is now ready to launch here. The decision to export to the U.S. was based on the continuing popularity of the gluten-free diet craze. The company’s rice vermicelli is produced by steaming and drying mashed rice, and seasoning with pork and chicken extract. The U.S. imposes import restrictions on food containing meat extract, so the firm has not been able to sell the same product there as in Japan. The company plans to sell its Yaki Be-fun brand at supermarkets for about $2 a bag, and aims to sell a million packages in fiscal 2020.[Image Credit: © Picdream from Pixabay]
"Kenmin’s rice vermicelli to enter U.S. market", The Japan News by The Yomiuri Shimbun, July 05, 2019, © The Yomiuri Shimbun
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