Pokka Sapporo Food & Beverage Co., Ltd. (President: Hiroshi Tokimatsu, Headquarters: Nagoya, Aichi Prefecture) has been working together with Kagome Co., Ltd. (President: Satoshi Yamaguchi, Headquarters: Nagoya, Aichi Prefecture) since June 2024 to promote the awareness and consumption of a drink called “Kiretoma®,” which combines Pokka Sapporo’s “Kireto Lemon” and Kagome’s “Kagome Tomato Juice” in a 1:1 ratio.
In their second joint initiative, the two companies will focus on promoting a new way to enjoy “Tomaremo®” (a combination of “Kagome Tomato Juice” and “Pokka Lemon 100”), this time as a hot beverage for the upcoming autumn and winter seasons. To support this, they will launch a social media campaign on October 5 (“Lemon Day”) and October 10 (“Tomato Day”).
In recent years, saunas have gained attention for their health and relaxation benefits, leading to increased interest in “sauna drinks” since the sauna boom of 2019. Against this backdrop, the two companies began sharing information on the combination of “Kireto Lemon” and “Kagome Tomato Juice” (Kiretoma) and “Kagome Tomato Juice” with “Pokka Lemon 100” (Tomaremo) from 2022.
Initially, the combination of lemon and tomato was introduced through e-commerce channels, and starting in 2023, the companies expanded their efforts through social media campaigns and in-store promotions to increase awareness of both “Kiretoma” and “Tomaremo.” By June 2024, they further strengthened their in-store recommendations, focusing on “Kiretoma” as their preferred way to enjoy the drinks.
Now, with the cooler weather approaching, the companies have developed a plan to encourage more customers to enjoy “Tomaremo” by promoting it as a hot beverage.
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