Strengthening Long-Standing Brands and Developing New Packaging and Materials

「For “ピュアポテト,” the major renewal of its flavor and package design successfully highlighted its “pure deliciousness,” packed with the rich flavor of potatoes made from 100% domestically grown potatoes, making a major contribution to sales growth. For the long-selling corn snack “スコーン,” sales of “絶品焼きとうもろこし” remained strong, significantly increasing sales for the brand as a whole.」

「「ピュアポテト」においては、味覚とパッケージデザインの大幅リニューアルにより、国産芋100％使用で濃い芋の旨みがぎゅっと詰まった「ピュアな美味しさ」を訴求したことが奏功し、売上拡大に大きく寄与しました。」

「During the current interim consolidated period, “ピュアポテト,” whose packaging and flavor were significantly renewed and which strongly highlighted the rich flavor of 100% domestically grown potatoes and their natural texture, made a major contribution to sales growth. Among the long-selling corn snacks, “ドンタコス” was renewed to highlight authentic Mexican tacos, while “ポリンキー” was supported by the launch of the 35th-anniversary product “カリッカリえびポリンキー えび塩,” resulting in successful sales growth for the corn brands.」

「Sales of “湖池屋プライドポテト,” which evolved through the refinement of its proprietary production method into the new “やみつきエンドレス製法” during the previous consolidated fiscal year, and the standard “コイケヤポテトチップス” remained strong, resulting in higher revenue.」

「As part of its product strategy, the company aimed to better meet consumer needs by expanding its lineup of large-bag products, including “Largeサイズ,” “ご褒美サイズ” and “いつでもチャック,” for year-end and New Year demand.」

「In our product strategy, we expanded the lineup of large-bag products such as “Large Size,” “Reward Size,” and “Itsudemo Chack” to pursue sales expansion during the peak demand period around the year-end and New Year holidays. We also pursued sales expansion of higher-value-added products such as “Pure Potato,” which has performed well since its renewal, through new products and concentrated advertising investment. In addition, we are working to develop products based on new concepts to create a new snack market, including “Kanzen Meshi Karamucho Hot Chili Flavor,” which was launched ahead of schedule at convenience stores.」

「As part of its product strategy, the company developed a broad range of large-bag products, including “Largeサイズ,” “ご褒美サイズ” and “いつでもチャック,” creating a lineup to meet growing demand for large bags.」

「The company has continued working to create new markets with products based on new concepts, including expanding “濃いじゃが,” an individually packaged product for eating occasions such as split meals and snacks, from area-limited sales to a nationwide launch.」

「Meanwhile, we are continuing to develop products based on new concepts. We continue our efforts to create a new snack market, including by launching “BECORN,” a plant-based product made from a corn dough blended with soy protein and finished to resemble bacon, and “Koi Jagaimo,” individually packaged for occasions such as split meals and light snacks.」

「In our product strategy, while continuing to expand sales of our higher-value-added product lineup, we are also continuing to develop products based on new concepts. In “The KOIKEYA” series, we sought to grow the brand by launching “KOIKEYA The Shrimp,” while also continuing efforts to create a new snack market, including by launching “BECORN,” a plant-based snack.」

「During the cumulative consolidated first quarter, major renewals of corn products such as “スコーン” and “ドンタコス” were successful, contributing to an increase in the sales mix of corn products.」

「The company carried out sales expansion activities, including advertising investment, centered on highly profitable products, including a major renewal of “スコーン,” which marked its 35th anniversary in March 2022.」

「In addition, from October through November, products such as a comparison range featuring different branded potatoes were launched under “じゃがいも心地.”」

「In our product strategy, we launched “KOIKEYA The Nori-shio” and “KOIKEYA The Koji-shio” in September 2021 to commemorate the 60th anniversary of Koikeya potato chips. Sales have continued to perform well.」

「In particular, as part of our product policy, we continue to pursue the creation of new markets, including by relaunching “Tsumina-ki Karaage” and “Hash Brown Potato” in the “SMART PACK” product lineup for the “With COVID-19” era, and beginning operations at Kanto Plant No. 3, a production base for these products made with new ingredients.」

「In our product strategy, we actively pursued product initiatives toward year-end, including renewing the packaging of the “Mucho” brand to modernize it and attract new customer segments, launching products made with branded potatoes under the “Jagaimo Kokochi” brand, and expanding the “Itsudemo Chack” series, which uses resealable packaging to make large bags more accessible to purchase.」

「In addition, to meet the needs of the “With Corona” era, we are selling “罪なきからあげ,” “HASHED POTATO” and “キャラメル×スコーン,” which we have continued to improve and sell, as “SMART PACK” products designed to propose new eating occasions in addition to trends such as demand for single-person meals and stay-at-home consumption.」

「Sales of standard products such as Koikeya Potato Chips and Karamucho, which had softened temporarily after a price revision last year, began to improve from the second quarter onward. This enabled us to absorb increases in logistics expenses and certain raw material costs.」

「As new products for creating a new market, we launched in selected areas “Tsumina-ki Karaage,” a fried-chicken-style snack made with soy protein, and “HASHED POTATO,” a product with a new shape that preserves the flavor of potatoes while keeping consumers’ hands clean.」

「The “Mucho” brand, positioned as an original and distinctive brand that drives the spicy snack market, marked its 35th anniversary. To mark the occasion, we sought to reignite brand growth and stimulate the market, launching “Sea Mucho Rich Seafood,” packed with concentrated seafood umami, in August 2019.」

「In development, we advanced the development of new-concept brands suited to the market’s demand for individually portioned products and introduced the necessary equipment.」

「As an initiative to revitalize existing brands, we carried out a full renewal of “Scone” in February 2019. “Scone,” which has driven the corn snack market since its launch in 1987, was given three new core flavors: “Scone Hearty Barbecue,” “Scone Addictive Rich Corn,” and “Scone Longed-for Quattro Cheese.” We substantially revamped the taste and package design and ran advertising featuring a celebrity to strengthen the brand and expand sales.」

「We renewed the “Slim Bag” series as the “Koikeya Minutes” series to address demand for individually portioned products arising from changes in the social environment. In October, we also launched “One Hand Stick Potato Extra Nori Salt,” a new product in the “One Hand” series of snacks developed around the concept of being easy to eat without getting one’s hands dirty, thereby proposing products that meet new needs arising from the diversification of eating occasions and expanding the market.」

「We rolled out the “Koikeya Minutes” series and worked to expand the market in response to rising demand for individually portioned products associated with smaller household sizes and the increasing female employment rate in Japan.」

「We also developed and introduced equipment for new packaging formats suited to the market’s demand for individually portioned products.」

「For the “Koikeya Potato Chips” series, we implemented a limited-time increased-contents initiative to highlight its recovery following the potato shortage. For the “Mucho” brand, positioned as an original and distinctive brand, we continued to launch new products, including “Mecha Mecha Sour Suppa Mucho: Super Sour Vinegar Flavor,” a product emphasizing sourness that had received strong requests from customers for its return, and also worked to revitalize the existing “Karamucho” and “Suppa Mucho” brands.」

「For the “Koikeya Potato Chips” series, which marked its 55th anniversary, we carried out a renewal in September 2017 and resumed sales of “Koikeya Potato Chips Rich Consommé,” whose sale had been discontinued due to potato shortages in Hokkaido caused by a typhoon that inflicted extensive damage there at the end of August 2016. In corn snacks, we launched “Sugoon Japanese Beef Sukiyaki” as a new product under the “Sugoon” brand, whose focus on ingredients had been upgraded, and worked to expand sales and strengthen the brand.」

「In addition to “KOIKEYA PRIDE POTATO,” the first premium line focused on ingredients and production methods, we launched “Sugoon,” a “Scone” product with upgraded attention to its ingredients, in July 2017, and invested in new TV commercials for each brand to expand sales and strengthen the brands. For the “Koikeya Potato Chips” series, which marked its 55th anniversary, we carried out a renewal involving specification revisions, adding a “100% Japanese-grown potatoes” mark and 55th-anniversary logo to the packaging to clarify the key selling points.」

「In development, we differentiated the products from conventional potato chips through the way the potatoes were washed and fried, and introduced new packaging equipment. We also made repeated improvements to the seasoning ingredients to develop “Sugoon,” a product under the standard “Scone” brand with upgraded attention to its ingredients.」

「As the first phase, we launched three “KOIKEYA PRIDE POTATO” products in February, focusing on the ingredients and production methods. Sales substantially exceeded the initial plan, however, and we were unable to secure sufficient supply, so sales of two products, excluding “KOIKEYA PRIDE POTATO Secret Rich Nori Salt,” were temporarily suspended. We worked to establish a stable supply system to resume sales of “KOIKEYA PRIDE POTATO Matsutake-Scented Premium Dashi Salt” and “KOIKEYA PRIDE POTATO Tempting Seared Wagyu.”」

「In corn snacks, sales exceeded the previous year following the launch of new products and an increased-contents campaign for “Scone” and “Don Tacos.”」

「The “Mucho” brand, positioned as an original and distinctive brand, continued to strengthen “Karamucho” and “Suppa Mucho,” while introducing “Wasa Mucho,” featuring wasabi as a new core product. We also conducted a consumer campaign featuring Ken Shimura, which helped expand sales. Profitability of regular-size Mucho products improved following a specification revision. “Jagaimo Kokochi,” made by frying extra-thick slices of Hokkaido potatoes, entered its second year of nationwide sales. Following a PR event featuring Ken Watabe of Unjash, efforts to generate publicity and propose retail displays resulted in sales substantially exceeding the previous year. In corn snacks, “Don Tacos,” renewed in March, continued to perform well.」

「In addition to strengthening long-selling brands including “Karamucho,” we will also work to develop snacks using new packaging and ingredients. In marketing and development, we will seek to more accurately capture consumer needs while creating products with originality.」