Patties Food Group is stepping up efforts to develop the Japanese market. The company will strengthen promotion and promote meat pies following its appointment as an official FC Tokyo partner.
Patties Food Group, an Australian frozen food company, has announced plans to roll out its Four'N Twenty meat pie brand in the Japanese market and strengthen promotional activities in Japan from this autumn onward. CEO Paul Hitchcock (ポール・ヒッチコック) said the company is targeting long-term growth in the Japanese market. It entered Japan in 2023, and its products are currently sold through retailers including AEON and Costco. ITOCHU Corporation is the import and sales agent.
The company’s main products in Japan are Meat Pie Beef and Meat Pie Beef & Cheese. The pies feature crisp pastry on the outside and a filling made with gravy sauce and 100% Australian beef. Heating them in a toaster after microwaving can recreate the authentic taste.
The company has been strengthening its brand marketing through sports and has previously entered into agreements with organizations including the Australian Football League and the Australian Olympic Team. Its partnership with FC Tokyo is expected to become its largest project to date, aimed at raising brand awareness and expanding sales in the Japanese market.
On official match days, the company plans to display its logo on the right side of the back of FC Tokyo players’ official uniforms, as well as use LED signage inside the stadium and digital media, and operate a collaborative food truck. CEO Paul Hitchcock (ポール・ヒッチコック) also referred to expanding the product lineup in Japan from autumn onward, including consideration of new categories for individual servings and families.
The company has stated that it aims to double both sales value and volume from current levels over the next 1 year, and is also considering expanding its sales channels, including convenience stores, as it develops new routes to market.