Japan: Koikeya launches Koikeya Pride Potato

Japanese snack maker Koikeya has announced the launch of a new brand called Koikeya Pride Potato as part of a wider review of brand positioning.

The new snack brand will be introducing to consumers in Japan from February 2017 with three different flavours: Hiden Noko Nori Shio (Secret Rich Nori Laver Salt), Matsutake Kaoru Kiwamidashi Shio (Ultimate Stock Salt with Matsutake Mushroom Aroma) and Miwaku no Aburi Wagyu (Fascinating Grilled Japanese Beef), that are all described as featuring classic yet premium Japanese ingredients. In addition, the crisps are promoted as being made with potatoes “100% from Japan”, paying particular attention to the way the potatoes are peeled, washed, fried and sliced, as well as carefully selecting the oil used in frying, to produce “the supreme crisps without compromise”.

The brand launch is described as being part of a revised company strategy to introduce premium, higher quality products with added value, and in particular targeting women over the age of 50.

Source: Koikeya / IT Media