Accelerating Brand Collaborations: Seven-Eleven Japan Launches First-Ever Chocolate Collaboration with Three Confectionery Makers

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