According to the Consumer Affairs Agency of Japan, “Foods with Functional Claims” are defined as “foods that are labeled with functional claims based on scientific evidence at the responsibility of the business.”

Following guidelines set by the government, the business operator must notify the Commissioner of the Consumer Affairs Agency of all necessary items, including the scientific basis for the food's safety and effects on the body (functionality), at least 60 days prior to release.

For consumers to easily understand and receive accurate information, the “Foods with Functional Claims System” was enacted in 2015. The period from April 2020 to March 2021 saw the most applications in history, demonstrating the growing demand for these types of health products.

“Functionality” refers to the health effect on one’s body. Examples include effects like “reduces the rise of blood sugar after eating,” “helps digestion,” “reduces body fat,” or “lowers stress.”

Only designated “Health Foods,” such as “Foods with Functional Claims,” “Food for Specified Health Uses,” or “Functional Nutritional Food,” are allowed to advertise these health effects.

No matter how many effects they possess, products that are not applicable are not permitted to make claims during their sales pitches.

While Food for Specified Health Uses and Functional Nutritional Food are both “Health Foods” permitted to display health benefits for advertising, they have some differences.

・Food for Specified Health Uses
The effectiveness of Food for Specified Health Uses is examined by the government and approved by the Consumer Affairs Agency Commissioner. Approved products bear the mark pictured above.

Foods with Functional Claims also undergo judgment from the government; however, Food for Specified Health Uses is examined much more rigorously.

・Functional Nutritional Food
According to the Consumer Affairs Agency, Functional Nutritional Food is defined as “food products used for supplementation of specific nutrients, with the function of the nutrients labeled.”

This includes vitamins, minerals, calcium, and more. If they already include the “standard amount of daily intake” as defined by the government, then the effects of nutrients can be displayed without government approval or application.

Foods with Functional Claims will display the Japanese phrasing “機能性表示食品” somewhere on the main side of the package, along with the application number.

The package will also show the health effects (reduces fat, blood sugar, etc.), and the components that form these effects (epigallocatechin gallate, lactobacillus gasseri CP2305, GABA, etc.). Be sure to check these before purchasing!

In addition, the “standard amount of daily intake and intake method,” and “precautions when consuming” are also written. Eating and drinking as much of the product as you can will not necessarily lead to better health, and amounts/methods need to be respected.

Keep in mind that these products are not pharmaceuticals. At the most, they are simply intended to help preserve and promote health. They were not created to heal ailments or defend against illness and should never be treated as a cure.

Let’s look at some popular health foods stocked at Japanese convenience stores and supermarkets!

(Tea) Ito En Oi Ocha Bold Green Tea: Reduce Body Fat with Japan’s Most Popular Functional Health Drink

Ito En is one of Japan’s leading tea makers. According to a study by Ito En, their brand “Oi Ocha Bold Green Tea” was Japan’s best-selling Drink with Functional Claims in 2020/2021 (according to a study by Ito En).

The subtle astringency in green tea comes from “catechin,” of which 8 different types are present in tea. One of these is “epigallocatechin gallate,” which can help stop the body from absorbing fat.

Oi Ocha Bold Green Tea has twice as much as regular Ito En green tea, making it ideal for those watching their weight.

As per the name, this tea is rich and heavy. With a helping of matcha, the intrinsic astringency and sweetness are much more pronounced than usual.

The bottle suggests drinking two per day with a meal. While it would obviously go well with dinner and lunch, it’s also a great match for sweets, making the taste more refreshing and sharp. The bottle is 600ml, giving a significant yield for your yen!

(Candy) UHA Mikakuto Tokuno Milk 8.2 Adzuki Milk: For Those with High Blood Pressure

The internationally renowned Tokuno Milk 8.2 series celebrated 30 years of sales in 2019. Within these delightful candies are finely crushed adzuki beans, forming the titular “adzuki milk,” which is then mixed with γ-Aminobutyric acid, or “GABA.”

GABA is a kind of amino acid that also exists within our bodies. GABA has been reported to help reduce and maintain normal blood pressure.

Tokuno Milk boasts a delightful flavor that spreads across the mouth and intensifies with each bite. The adzuki milk is gentle and relaxing, providing a satisfying kick of delicate sweetness to scratch that itch for sugar.

The series also now has a café au lait flavor with GABA, making it an even better pick-me-up to reduce stress and fatigue.

Along with the unbeatable taste of milk, the café au lait Tokuno Milk is enhanced by the fragrant bitterness of coffee, ideal for an afternoon treat.

(Cookies) Asahi Group Foods Cream Genmai Bran: Bettering the Digestive Environment

Cream Genmai Bran is a long-selling Japanese breakfast substitute and snack with over 20 years of history. In March 2021, the series released its first Food with Functional Claims, dubbed the “Cream Genmai Bran Plus.”

These healthier versions come in the flavors of “Soy Milk and Custard” and “Sesame and Salt Butter.” They were designed to help build a better environment in the digestive system.

They are designed to supplement several vital components often lacking in the modern diet. This includes dietary fiber, calcium, iron, ten kinds of vitamins, and the bacteria “lactobacillus gasseri CP2305,” which is particularly known for its digestive benefits.

Each pack comes with four pieces wrapped in pairs.

The biscuit is made from brown rice and wheat bran, giving it a firm, crunchy bite and pleasant fragrance.

The sandwich-style Sesame and Salt Butter is packed with cream flavored with sesame, salt, and butter in the middle, culminating in a salty-sweet bite with a distinctly Japanese taste.

Soy Milk and Custard has a lighter character, offering a pleasant creaminess born from the custard balanced by soy milk. No matter which flavor you choose, both are absolutely scrumptious! Who knew being healthy tasted this good!

(Chocolate) GABA Series: For Deep Sleep and Less Stress

While health products aiming to lower things like fat, blood sugar, and more, are plentiful, there are few that focus on the mental health side of things, like stress and sleep quality.

One snack that assists with these equally important fundamentals is the “GABA Series,” the go-to for stress reduction and sleep support in Japan.

The product name, GABA, refers to γ-Aminobutyric acid, as mentioned before. It is also dubbed the “Mental Balance® Chocolate.”

The γ-Aminobutyric acid in GABA is reported to have temporary psychological stress reduction effects caused by things like work and study.

GABA Milk Chocolates are small and bite-sized, with a special outside coating to prevent hands from getting dirty. The package can also be sealed, making them easy to store and eat at work or outside. Despite the size, they pack a milky-sweet punch - even just one is very satisfying!

We also recommend checking out the “for Sleep” series, which aims to help improve sleep quality. Being a “before sleep” chocolate, the two flavors of “Mellow Milk” and “Bitter, Reduced Sweetness” are more mild and refined than regular chocolate.

Eating three pieces after dinner or before bed will help you wake up feeling refreshed and raring to go the following morning.

The Mellow Milk has a soft, delicate sweetness that melts deliciously in the mouth.

The Bitter, Reduced Sweetness, which was just released in February 2022, has even less sweetness than its counterpart with a well-balanced bitterness, making for a suitable late-night dessert.

The era of unhealthy sweets and tasteless health foods is over in Japan! Nowadays, the shelves are stocked with delicious, nourishing snacks and more brimming with benefits for the body, ensuring peak performance.

Next time you’re in Japan, try out some of these exciting Foods with Functional Claims and discover what they bring to your lifestyle!

References (Consumer Affairs Agency, Japanese):
About Foods with Functional Claims
About Food for Specified Health Uses
About Functional Nutritional Food