Based on the brand concept of “proposing a lifestyle centered around umami,” ON THE UMAMI aims at supporting its customers lead an enriched life filled with delicious food by proposing a lifestyle that goes beyond just food. Its mainstay broth pack series was developed to let anyone easily enjoy authentic Japanese broth. Made using a variety of ingredients, it also conveys the hope of the company to offer an opportunity to learn difference in food culture by regions as well as enjoy selecting broth depending on the dish. In order to keep the product quality consistent to deliver the same flavor at all times, the broths are produced based on scientific analysis as well as sensory analysis by experienced craftsmen. Umami flavor of each ingredient is brough out and illustrated on a tongue map, or taste map that shows different sections of the tongue responsible exclusively for each taste, so that the customers can easily understand. In addition to making soup stock, the products provide recipes that use the content of the pack itself in the dish allowing users enjoy the delicious taste at ease. Vegetable and tomato dashi have acquired the first vegan certification in Japan for broth packs. In addition, all products are made from domestic ingredients and no chemical seasonings or preservatives are used so that they can be used safely by people of all ages from children to the elderly.