In a country prone to calamitous natural disasters such as typhoons, earthquakes and tsunami, Japan’s food industry has found an unexpected hit in the form of an emergency ration – canned bread.
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Inspired first by the huge quake that destroyed Kobe in 1995 when victims complained of living on stale bread, one company estimates it will sell over a million tinned loaves this year.
Bought for novelty value and perceived emergencies, the new canned bread boasts a lifespan of three years. Akimoto Pan, which sells its loaves in ring-pull cans for ¥315 (US$2.87), claims the product tastes as good as the real thing.
