ROKKO BUTTER CO.,LTD.'s QBB Baby Cheese continued to struggle for many years after its launch in 1972, but recognition expanded after the introduction of the Camembert flavor in 2001 and changes to in-store display practices, achieving annual sales of more than 250 million units in 2020.
QBB Baby Cheese is a small cheese product in a vertical four-piece pack launched by ROKKO BUTTER CO.,LTD. in 1972. It was introduced as an individually wrapped product as an alternative to block-type cheese, which assumed that families would adjust portions themselves. However, sales were sluggish immediately after launch, and the product reportedly struggled against the dominant block format.
Recognition did not grow under the existing distribution channels and packaging design, and the product was often placed on upper shelves, making it difficult for consumers to see. The development team promoted the convenience of individual wrapping, but the product made little headway for nearly 30 years after launch.
The turning point in sales came with the addition of the Camembert flavor announced in 2001 and a change in in-store display strategy, including moving the products to lower shelves at supermarkets. This made the range of variations easier to understand, and sales grew sharply. In 2005, the lineup expanded to 6 products and annual sales exceeded 100 million units.
The product continued to expand, exceeding 200 million units annually in 2016 and reaching 250 million units in 2020. It currently holds the No. 1 share of Japan's Baby Cheese market.