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FOODMAN

FOODMAN

フードマン
Vendor
株式会社シービージャパン
A thin lunch box with a new concept that can be carried upright, making it ideal for commuting to work and school.

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T2011801014763

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About the brand

A thin lunch box with a new concept that can be carried upright, making it ideal for commuting to work and school.
1
This innovative lunch box overturns the conventional "sideways" norm and can be carried smartly upright in a business bag.
2
It has a thin design (35mm) that fits A4 documents, and is safe thanks to the W sealing and 4-point locking structure to prevent leakage.
3
It eliminates the inconvenience of businessmen when commuting and pursues practicality in line with the trend of "men's bento".
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Learn more about this brand

Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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The development of Food Man began with the realization that we wanted to make it possible to carry our daily lunch boxes smarter. Conventional lunch boxes are often two-tiered or bulky, and there were many situations where men felt inconvenient to use. For example, I had to carry a special lunch bag instead of putting it in my business bag, forcing documents into my bag would put pressure on me, and I had to carry it horizontally to worry about leaks. We want to eliminate these daily "small inconveniences" and allow people to enjoy their lunch boxes more freely and smartly. This strong desire became the starting point of product development.
Designer in charge of development: Mr. Tsujita
　
In addition, the term "men's bento" began to attract attention as a background of the times, and the lifestyle of men making and carrying bento boxes themselves was gradually spreading. However, when I looked into the market, I found that there are very few bento boxes that are easy to use for men, and the design is biased towards black or silver, and the two-tier type is large. There was a lack of options that could be used "in your own way" on a daily basis. Therefore, making a "lunch box that workers can neatly fit in their bags" became a challenge to meet the needs of the times.
　
Food Man aims to be a place that provides the experience of "carrying it outside and enjoying food" itself, not just a lunch box. Enjoying lunch on the go is an important refreshing moment in a busy day. In order to make that time more comfortable, Hoodman was born from an idea that was not bound by conventional wisdom.

What are we doing?

Foodman overturns the common sense that "lunch boxes are carried horizontally" and proposes lunch boxes that can be carried smartly even vertically. This unique idea became the core of the brand, bringing a new alternative to the traditional lunch style. The best feature is its slim shape that fits neatly into a business bag. The width matches the short side of A4 documents (about 21 cm) and the thinness of only 35 mm allows you to store them in your bag without adding bulk. This eliminated the need to carry a separate lunch tote and allowed me to change my commuting style to a smarter one.
　
Of course, there were also challenges associated with being able to carry it upright. Concerns such as side dishes collapsing and juice leaking are solved with a unique structure. The integrated middle divider keeps the separation of rice and side dishes firmly maintained, and the W sealing structure and 4-point lock ensure a high seal. It reduces anxiety when carrying it around and is designed to be used with confidence.
　
The product lineup continues to evolve. Starting with a large capacity of 800ml, 400ml is now available, followed by 600ml, which has become a popular standard, and an intermediate 500ml size. In addition, accessories such as rice ball-specific types, special cases, and antibacterial chopsticks tailored to Hoodman are also available to meet a wide range of lifestyles. All of these developments are driven by user feedback and embody the brand's philosophy of "making it more freely and enjoyable to carry your lunch box."

Commitment to the product

Foodman's commitment lies in functionality and design, which have been thoroughly pursued in every detail to support the new concept of "being able to carry it upright". First of all, the size design focuses on the A4 size, which is the mainstream of Japan's business bags, and sets a width that fits 21 cm on the short side. In addition, the 35mm thinner size has increased the space efficiency in the bag to the limit. This smartness makes Hoodman unique.
　
The next thing we focused on was "preventing juice leakage" and "preventing side dishes from crumbling". The integrated inner divider ensures that the contents remain unmixed and maintain a beautiful appearance. In addition, the combination of the W sealing structure and the 4-point lock greatly reduces the risk of juice leakage. It has achieved a seal that can be used with confidence every day.
　
The design is also ingenious. By finishing the inside white, the food looks great and has the effect of enhancing the appetite. In addition, considering ease of washing, the packing is integrated, and the corners are rounded to prevent stains from being left. Because it is used every day, we prioritize usability and cleanliness.
　
In addition, one of the particularities is that it is easy to hold with one hand and eat in a limited space. It does not require a large installation space like a two-tier bento, and can be used comfortably in any situation, such as an office desk or a park bench. The accumulation of these ingenuity is the reason why Hoodman has been loved for a long time, balancing "convenience" and "novelty".

Who are supporting us?

Hoodman is spreading its support not only to businessmen as originally envisioned, but also to a wide range of people. In particular, the feature of "fits neatly in a bag" matched the scene of commuting to work or school, and resonated with many people. Being able to carry a lunch box smartly without blocking your hands on the commuter train has become a great value for busy business people.
　
In addition, there was a lot of support from men who adopted the new culture of "men's bento", and it attracted attention as a product that supplemented the previously few options for men. The hashtag "#フードマン部" naturally appeared on social media, and the photogenic square and rectangular shapes became a hot topic on Instagram. This also made it a major supporting factor for the fun of appearance.
　
In addition, it is becoming popular among women and parents and children. Women have commented, "800ml is too much, but I want a smaller size for myself," and 400ml and 600ml are now available. Improvements such as an easy-to-open lid and weight reduction have been added, and it has become a product that meets the needs of female users. In addition, parents who let their children carry lunch boxes also highly praised it as "safe because it does not leak juice" and "does not become bulky even if you put it in a school bag". It has also gained the support of the child-rearing generation in an unexpected way.
　
As a result, Hoodman has grown into a lunch box that is supported by a wide range of generations, including men, women, and children. The proposal of a new lunch style that combines functionality and design resonates with people across generations and lifestyles.
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