Kinmemai brand launches in Singapore
The products will include the Kinmemai Better White and Better Brown which is different from conventional white and brown rice products.
The Kinmemai brand was launched in Japan in 2006 and is considered a specialty in Japan. It is available in Japan’s leading supermarkets, top dining restaurants and even on board all Nippon Airways’ first and business classes. Today, the brand is being shared across the globe, including here in Singapore.
Said Toyo Rice Corp’s president and head of research and development, Keiji Saika, “White rice has always been the staple food in many Asian countries including Singapore, however it has been identified as one of the top concerns in increasing the risk of diseases such as diabetes due to rice starch overloading the body with blood sugar. Healthy eating is increasingly important for consumers than ever before and we are determined to improve what conventional rice has to offer consumers. As a company, we feel that the product category needed a fresh perspective, and that is what led to the development of the Kinmemai Process.”
This process is a state-of-the-art rice buffing technique that is gentler and more precise than the current conventional polishing techniques. It also removes just the water-resistant, indigestible wax layer around the husk of the grain, thereby retaining its beneficial elements, including vitamins B1, B6, E, B3 (niacin) and folic acid (the process varies between the Kinmemai Better Brown and Better White products). The rice products are also tastier and sweeter than conventional rice and has an umami flavour.
Those who find conventional brown rice rough and dry can consider Kinmemai Better Brown, which has a smooth texture and the taste is indistinguishable from white rice. Also through the Kinmemai Process, only the wax layer of the brown rice is removed which results in a fluffier, easier to digest and quicker-to-cook brown rice.
Kinmemai Better White costs S$9.40 for a 1kg bag or S$41.50 for a 5kg bag, and Kinmemai Better Brown costs S$9.80 for a 1kg and S$44 for a 5kg bag. It will be available at Cold Storage, Jason’s Market Place and leading Japanese supermarkets from mid-June 2017.