Seven-Eleven, Japan’s largest convenience store chain (known locally as “Konbini”), has launched an innovative next-generation service. Introducing “TYPEFOOD,” a personalized nutrition brand that analyzes a user’s nutritional status in just one minute and suggests specific breads or cakes to supplement the nutrients they are lacking. Sales began on March 17, 2026, limited to 85 stores within Tokyo, Japan.
Visualizing Necessary Nutrients in Just 1 Minute
Japanese convenience stores (Konbini) are far more than just places to shop; they serve as essential infrastructure for daily life. The newly introduced “TYPEFOOD” offers an unprecedented healthcare experience by combining a simple urine test kit with a dedicated smartphone app.
For busy modern individuals—especially those working in Tokyo—the ability to “choose with confidence” the meals their bodies actually need based on scientific evidence is a major advantage. The brand has already gained significant support, surpassing 3.5 million meals sold within just one year of its online launch. Now, it becomes even more accessible through local Seven-Eleven locations.
“Conditioning Bread”: A Fusion of Traditional Methods and Nutritional Science
The bread series, designed to be enjoyed as a full meal, utilizes “Panettone sourdough starter,” a traditional yeast from Northern Italy. Natural fermentation by lactic acid bacteria and yeast results in a signature moist texture and rich flavor.
■ Chocolate Cream Bun
- Price: 276 yen (298.08 yen including tax / Approx. $1.99 USD)
- Release Date: Rolling out from March 17
- Sales Area: Select stores in Chiyoda-ku, Edogawa-ku, and Tama City, Tokyo (85 stores)
This bun features an elegant, sweet chocolate cream wrapped in moist dough. While it functions as a nutritional supplement, it is crafted to provide the satisfaction of a regular meal.
■ Red Bean (Anko) Bun
- Price: 260 yen (280.80 yen including tax / Approx. $1.87 USD)
- Release Date: Rolling out from March 17
- Sales Area: Select stores in Chiyoda-ku, Edogawa-ku, and Tama City, Tokyo (85 stores)
“Anko” is a traditional Japanese sweet red bean paste. The combination of flavorful Panettone-style dough and the natural sweetness of the azuki beans creates a timeless taste that is easy to enjoy daily.
“Conditioning Cakes”: Easy Nutrition on the Go
Stick-shaped cakes have also been introduced, making them easy to eat during work breaks or while commuting.
■ Premium Butter Stick Cake
- Price: 204 yen (220.32 yen including tax / Approx. $1.47 USD)
- Release Date: Rolling out from March 17
- Sales Area: Select stores in Chiyoda-ku, Edogawa-ku, and Tama City, Tokyo (85 stores)
This moist stick cake offers a rich aroma of butter and the nutty fragrance of almonds. Its portable shape makes it ideal for office snacking or light nutritional support before or after training.
■ Rich Chocolate Stick Cake
- Price: 213 yen (230.04 yen including tax / Approx. $1.53 USD)
- Release Date: Rolling out from March 17
- Sales Area: Select stores in Chiyoda-ku, Edogawa-ku, and Tama City, Tokyo (85 stores)
This cake features a rich flavor profile combining deep cocoa and butter. It is designed to satisfy sweet cravings while efficiently providing nutrients that are often lacking in modern diets.
Results in Just 1 Minute! How the “MY TYPE” Test Kit Works
The core of this service is the “MY TYPE” simple urine test kit available for purchase in-store. By linking this kit with the dedicated app, users can visualize exactly what their body is missing.
- Test Kit Price: 500 yen per test (including tax / Approx. $3.33 USD)
- Testing Steps:
- Download the dedicated app and enter the required information.
- Collect a sample and dip the test strip.
- Photograph the test strip with the app to check the results.
The analysis is performed by an algorithm designed based on a vast database of over 2,800 nutritional records. Results are classified into five types—N, A, B, C, and D—allowing users to choose the products that best suit their specific nutritional needs.
The 5 Types for Nutritional Improvement
- Type N: Focuses on supplementing multi-vitamins and minerals.
- Type A: Focuses on HMB (protein metabolite) and Niacin.
- Type B: Focuses on Iron and Zinc.
- Type C: Focuses on the Vitamin B group.
- Type D: Focuses on Calcium and Magnesium.
Since the user’s status is displayed as a numerical “Nutrition Score,” it serves as an objective starting point for re-evaluating daily dietary habits.
Innovation Through Collaboration: Seven-Eleven & Startups
The launch of “TYPEFOOD” was born from an open innovation program promoted by Seven-Eleven. It is the result of a partnership between Seven-Eleven, which possesses Japan’s largest retail network, and “Yukashikado,” a startup with advanced nutritional analysis technology.
Through this partnership, personalized healthcare optimized for the individual has become a reality within the flow of daily life.
A New Health Habit: “Choosing with Confidence” at the Konbini
Moving away from choosing something because it “seems healthy” to making a choice based on scientific evidence—”I’m choosing this because my body needs it now.” This sense of confidence may become the new standard for convenience store food in Japan.
Currently, the service is limited to 85 stores in specific areas of Tokyo (Chiyoda-ku, Edogawa-ku, and Tama City), but all eyes are on how this new category of personalized nutritional food will be received. If you visit Tokyo, be sure to experience this futuristic approach to health management.
Nutritional food tailored to you. | TYPE FOOD 🇯🇵
Co-creation program to enhance Seven-Eleven’s value | Seven-Eleven Japan Innovation Program 2024 🇯🇵
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