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1. Granola in Global Emerging Markets:
1.4 Competitor Overview – Calbee Japan
Origin : Japanese Company established in 1949
Company NSV : US$ 2.3 b mainly in salty snacks
Cereal Portfolio : Cereal is15% of business, 80% granola (launched in 1988)
Key variants : Fruit variants account for 87% of their granola sales
Keys to success : Strong food delivery with fruit variants that cater to the Asian
pallet
Calbee has focussed their efforts on driving sampling
campaigns and celebrity endorsement
Their focus has been on all family consumption within
households with working women
Investment : Only started advertising recently (2016) using celebrity
endorsement. Majority of investment has been on category
development through extensive sampling and trial
generation supported by strong trade promotions
Expansion Plans : Investing in additional production capacity in order to
expand into China market in 2018
