Page 16 - Global EM Granola Learning Book - Draft VS 22
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1. Granola in Global Emerging Markets:
1.4 Competitor Overview – Calbee Japan
Source: Calbee International Investor report 2017
Origin : Japanese Company established in 1949
Company NSV : US$ 2.3 b mainly in salty snacks
Cereal Portfolio : Cereal is 15% 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
