Mandarin Pulp Drink “Zeitaku Mikan” Taking the Asian Market by Storm

“Hōbaru Kajitsu Tsubu Tappuri Zeitaku Mikan” by Pokka Sapporo is gaining traction in Asian markets for its rich mandarin pulp and 40% mixed fruit juice content.

Pokka Sapporo Food & Beverage’s canned drink, “Hōbaru Kajitsu Tsubu Tappuri Zeitaku Mikan” (400g), is gaining popularity in neighboring Asian countries as a “Japanese-made product packed with fruit pulp.” The drink contains the juice and pulp of two mandarins, making up 40% of mixed fruit juice, and has evolved since its launch in 2004 under the name “Tsubu Tappuri Unshū Mikan.”

The product’s unique selling point lies in its proprietary technology that incorporates a generous amount of resilient mandarin pulp (referred to as sanou), enhancing its distinct chunky texture. The flavor emphasizes a balance of sweetness and acidity for a refreshing taste. In September, the packaging was revamped with a black background to highlight the luxurious appeal, featuring a larger “Tsubu” (pulp) label and emphasizing “juice from two mandarins.”

The target demographic is men and women in their 30s and 40s, appealing to their health-conscious and self-reward needs. Additionally, women aged 30–50 with children are anticipated as proxy buyers. Domestically, the drink is positioned as a convenient alternative to fresh fruit or orange juice amid rising prices and supply shortages, catering to increasing demand for time-saving and easy-to-consume products.

Source: The Japan food journal December 28th 2024