KAMEDA SEIKA's new Infinite Shrimp brand sold more than 1 million bags in its first week, reaching 1.2 times the initial shipment plan. Social media and packaging buzz, along with favorable evaluations of the flavor, are said to have contributed to sales.
Infinite Shrimp, launched by KAMEDA SEIKA in February 2021, achieved shipments and sales of 1 million bags just one week after launch. The initial shipment plan was 840,000 bags, but the product became scarce and the plan was revised upward, with final shipments reaching approximately 1.2 times the plan.
Factors behind its sales included pre-launch momentum generated through social media communications and the use of a character called the “Shrimp God.” Purchasers spread comments such as “delicious” and “can’t stop eating it,” particularly on social media, and the resulting buzz is said to have supported sales.
The product's flavor profile includes a production method that delivers a savory shrimp flavor and light texture, with Goto-nada salt used for the salt flavoring as part of the attention paid to the product's formulation. The individual wrappers also feature messages from the Shrimp God, presenting the product as an enjoyable addition to family snack time.
The sales strategy is expected to continue building the KAMEDA SEIKA brand through ongoing communications at points of sale and on social media. Future developments, new product development and promotions will be watched closely.