Soyabean flour has surged in popularity thanks to health-conscious consumers seeking out dishes made with the ingredient, which has a much lower calorie count than other flours yet is still relatively nutritious.
Since May, Mei Bao, a restaurant that offers healthy Chinese food in Tokyo's Shimbashi district, started serving deep-fried noodles made from 100 percent soybean flour which contain only 10 grams of sugar, about 75 percent less than those made from wheat flour.
"The dish is particularly popular among young women and male company employees who are conscious of their health," a restaurant worker said.
"The noodles are almost sold out every day. Soybean flour is made by grinding without adding heat unlike the "kinako" flour made from toasted soybeans.
It has much lower sugar content than wheat flour, yet is high in protein and fibre, making it desirable for those seeking to maintain or reduce their body fat levels.
Many food manufacturers and restaurants are highly interested in using soybean flour in their products, and soybean flour has become the "third flour" after wheat and rice, according to industry observers.
Among such companies, Kuriyamabeika Co in Niigata launched in September a low-calorie snack made from rice, soybean flour and soy pulp for the popular lineup it has developed with a Tokyo restaurant run by Tanita Corp, a body fat scale maker known for its healthy office cafeteria food.
Noting that more than half of the snacks in Japan are made mainly from potatoes, an Otsuka Pharmaceutical official said, "We believe our years of research on soybeans have finally born fruit and we will continue to expand this business by improving the taste and nutrition balance.
" Soybean flour has also advanced into household kitchens as a number of books that introduce recipes using the flour were published this year.
Sweets ingredients maker Mitake Shokuhin Kogyo Co. In Toda, Saitama Prefecture, said this fall's online sales of soybean flour for ordinary customers have surged about eight times from the same period last year.
The company said it is considering increasing its production as many food makers have also made an inquiry about the flour.
Aeon Co., a major supermarket chain, also started selling soybean flour at many of its group stores a year ago in response to growing demand from customers.
