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August 17, 2015

Meiji in McVitie’s Japan relaunch

Japanese food manufacturer Meiji Holdings has announced the relaunch of McVitie's biscuits in the country.

Japanese food manufacturer Meiji Holdings has announced the relaunch of McVitie's biscuits in the country.

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Available from 18 August, the McVitie's portfolio will feature McVitie's Digestive, McVitie's Chocolate and McVitie's Vanilla Cream.

McVitie's Digestives will now feature additional rye "to up the crunch feeling".

"By adding the rye flour to be feel more texture of the grain…we have extended the handmade feeling," Meiji said.

The company has also added the British flag to the packaging to convey "tradition".

"Through the renewal of this product, we will strive to brand activation and new customer acquisition," Meiji added. The product has an RSP of JPY238 (US$1.91).

In 2007, United Biscuits licensed the McVitie's brand to Meiji for biscuit production in Japan.

Related Companies

Free Report
img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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