古来からの桃太郎の伝説が残っていることから、そこに紐づけた味の開発から提案。納豆のにおいをおさえる「桃醤油」味を全ての人の味方のヒーロー「桃太郎」の納豆にしました。もう一つ、昔からの「納豆とはこんな味」という伝統を破壊する、「スパイスカレー」味を「鬼」の納豆にしました。また古来からの屏風のように、「桃太郎」と「鬼」のグラフィックがつながる対となったデザインにしました。発売時に興味を持つ人は両方試したくなるアイデアでリピーターをつかみました。
Since the legend of Momotaro has remained from ancient times, we proposed to start with the development of a flavor tied to it. We made "Momo Shoyu" flavor, which suppresses the smell of natto, into natto of "Momotaro," a hero on the side of all people. The "Spice Curry" flavor was made into the natto of "Oni" (ogre), breaking the old tradition of "this is what natto is supposed to taste like. The "Momotaro" and "Oni" graphics were designed as a pair, just like a folding screen from ancient times. The idea was that those who were interested in the product at the time of its launch would want to try both flavors, thus attracting repeat customers.