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Meiji The Chocolate - Success Case Study

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  • 18 Pages
  • August 2020
  • Region: Global
  • GlobalData
  • ID: 5180285
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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.

  • 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