+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)

Meiji The Chocolate - Success Case Study

  • PDF Icon

    Report

  • 18 Pages
  • August 2020
  • Region: Global
  • GlobalData
  • ID: 5180285
1h Free Analyst Time
1h Free Analyst Time

Speak directly to the analyst to clarify any post sales queries you may have.

Summary

Meiji, an established food manufacturer based in Japan, launched a gourmet chocolate bar named Meiji The Chocolate in 2014. However, the product failed to strike a chord with consumers as it lacked a distinct flavor. Subsequently, armed with research, the company revisited its strategy and introduced Meiji The Chocolate in 2016. Meiji offered the product in eight flavors - Brilliant Milk, Comfort Bitter, Elegant Bitter, Framboise, Matcha, Sunny Milk, Velvet Milk, and Vivid Milk - which are segregated into bitter and milk chocolate. The company adopted a "Bean to Bar" concept, procuring cacao beans from select plantations across the globe to create a dark chocolate with a distinct taste. Additionally, each bar of chocolate is fashioned as an assortment of differently shaped and patterned pieces to provide a varied consumption experience.

In September 2016, Meiji, a leading Japanese manufacturer of dairy and food products including confectionaries, introduced Meiji The Chocolate.

The new high-end dark chocolate bars were made available in eight flavors, targeted towards adults.

Within a year of its launch, 30 million Meiji The Chocolate bars were sold.

Scope
  • Meiji took the bold step of formulating Meiji The Chocolate as a dark chocolate, even though the majority of Japanese consumers prefer milk chocolate.
  • Japan is a major consumer of chocolates within Asia and consumption is growing.
  • Sourcing good quality cacao beans that offer a distinct taste has been a key factor for the product's success.
  • The packaging offers the tactile sensation of craft paper, and a foil stamp in the center of the front label is shaped as a cacao pod etched with abstract patterns to reflect different flavors.
  • Meiji used mass production to keep product prices competitive.

Reasons to Buy
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Table of Contents

  • What?
  • Why?
  • Take-Outs
  • COVID-19 Impact
  • Appendix

Companies Mentioned

A selection of companies mentioned in this report includes:

  • Meiji
  • Glico