Seven-Eleven Japan has launched a collaboration with three confectionery manufacturers to release a total of five chocolate-themed sweets and bread items, starting sequentially from the 17th. This marks SEJ’s first-ever partnership with these three companies. The collaborating manufacturers and their chocolate brands are Meiji’s “Apollo,” Morinaga’s “White DARS,” and Lotte’s “Ghana Milk,” which have been transformed into various sweets and bread products.
Seven-Eleven Japan has collaborated with these three companies in the past, but this is the first time it has partnered simultaneously with competing manufacturers. Regarding the rationale behind this collaboration, Seven-Eleven Japan explained, “Having brands that have been loved by customers for many years come together during a peak season for chocolate allows us to increase opportunities to engage with customers in the chocolate, sweets, and pastry markets.”
Seven-Eleven Japan also aims to respond to a growing trend, particularly among younger generations, of “seeking enjoyment in shopping while maintaining a thrifty lifestyle.”
As part of its strategy to increase store traffic, Seven-Eleven promotes products under its “Ureshii-ne! Value” (“Exciting Deals”) campaigns to appeal to budget-conscious consumers while also focusing on creating novelty and excitement. This three-company collaboration is part of their efforts to generate excitement.
According to a survey, chocolate ranks as the second most desired sweet to enjoy during winter, following cakes. By releasing collaboration products with popular brands, Seven-Eleven aims to generate buzz and increase interest.
Additionally, the brands see this initiative as an excellent opportunity to let customers enjoy chocolate amidst challenging news about raw material costs in the chocolate industry.
Source: Seven Eleven, Meiji, Morinaga, Lotte Pressrelease November 2024
Related Articles
Matsukiyo Cocokara to release functional water “matsukiyo LAB HMPA Water” with visceral fat reduction function on January 31st
On January 31st, Matsumotokiyo Cocokara & Company (Tokyo) will release "matsukiyo LAB HMPA * Formulated Water," a functional food containing ingredients derived from rice bran, from its original healthcare brand "matsukiyo LAB," at Matsumotokiyoshi Group and...
Nissin Foods to release “Complete Meal Mystery Meat Bowl” on December 8th. “Mystery Meat Bowl” recreated as a “Complete Meal.”
Nissin Foods (Tokyo) will release the "Complete Meal Mystery Meat Bowl" nationwide on December 8th. "Kanzen Meshi" is a brand that pursues a balance of deliciousness and 33 types of nutrients *1 , including vitamins and minerals set out in the "Japanese Dietary...
Seaweed snack innovation from Calbee Noriyan , alternative seaweed.
On Wednesday, November 5th, Calbee will launch “Noriyan,” a new seaweed-alternative snack made from upcycled potato starch, exclusively at the Calbee+ Tokyo Station store.Available in two flavors — Dashi Soy Sauce and Wasabi Salt — the product will be sold in limited...