The new service of “delivering personalized granola based on gut flora analysis” has been a continuous process of trial and error. We needed to clearly communicate two key messages to customers: what can be learned from gut flora testing, and how that information allows them to create their own personalized granola.

To deepen their understanding of Body Granola, the TAM team even joined our advertising operation meetings. Since then, we’ve been holding weekly meetings to improve creative materials. They also propose new ideas and expressions from an external perspective.

As this business is still in its early stages, we are aiming to create a better service by working together—not only in reaching new customers but also in continuing communication with our existing users, with TAM providing ongoing support alongside us.

Body Granola has entered its third year since launch, and the number of subscribers has exceeded 40,000 ( As of September 2025 ). Although the service has a distinctive feature—“analyzing your gut flora and delivering personalized granola”—the TAM team always prioritized customer understanding and convenience in their proposals, drawing from various data-driven perspectives such as the messaging in web ad creatives and user flow on the e-commerce site.

Even after implementing improvements for each initiative, they never settle for the status quo. Their ability to quickly iterate through PDCA cycles together with us and think beyond the immediate scope makes them a truly valuable partner.

We are especially grateful for their flexibility in adapting to the changing needs of the business. Going forward, we aim to further enhance the service so that even more customers will be satisfied with what we offer.

As health consciousness rises rapidly in Japan and more companies enter the D2C market, competition is becoming increasingly fierce. In such a market environment, we have approached this project by thinking fundamentally about how to encourage end users to continue choosing Body Granola, while flexibly adjusting the scope of support according to the situation.

In the initial phase, we prioritized speed—focusing on mass production of ad creatives and improvements to the landing page to boost brand awareness and user acquisition. As the brand matured, we shifted toward initiatives centered on “empathy.” This included developing content based on user and developer interviews, as well as enhancing the Electronic Commerce site’s functionality and overall user experience based on real customer feedback—helping to strengthen the brand foundation.

Currently, we are exploring strategies for long-term brand growth, such as redesigning CRM scenarios to improve LTV. We believe our role is to continuously propose optimal solutions and provide support tailored to the situation at each stage.

We remain committed to fully supporting Body Granola so that it becomes a beloved brand for even more people and plays a role in supporting their everyday health.

Ms. Fujii, Ms. Taguchi—thank you for your continued partnership!