Beleaguered dairy giant Snow Brand Milk Products (SBMP) is embarking on an unusual move to win back consumer loyalty.
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Thousands of Japanese consumers have turned their back on the group after a mass food poisoning incident was traced to poor hygiene at a Snow Brand plant in the summer of 2000. And in January of this year a mislabelling scandal came to light at meat processing subsidiary Snow Brand Foods. Home delivery orders of the company’s products have plummeted.
Now, however, company officials are confident that consumers will be won over by the promise of at least ¥30,000 (US$225.4) “consolation” money if they, or their family members, happen to break any bones.
To be eligible for the money, customers must receive home delivery of at least two Snow Brand milk products from the company’s 3,000 or so milk delivery agents.
SBMP revealed yesterday [Monday] that it is teaming up with three non-life insurers to offer the new service, for one year only starting next Monday.
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By GlobalData
