MEIJI: 40 years of a Japanese macadamia icon

2016 marks 40 years since 明治 launched its iconic macadamia chocolate in Japan. Throughout this period, Meiji has used macadamias consistently in both core and seasonal lines, and the brand dominates the chocolate macadamia segment in Japan, with estimated share of 60-70%.

Meiji Pack Shot copy

According to a Meiji spokesperson, it’s the unique attributes of the macadamia chocolate combination that have enabled the product to succeed long term, in a market characterised by fast-paced innovation. “Macadamias have that soft yet crunchy texture. They’re full of good fats and have a rich flavour. It’s this texture and flavour that matches so well with chocolate,” they said. 

Meiji has an array of 40th birthday celebration activities planned. A TV ad campaign has launched, focusing on the ‘knock-out and luxurious’ flavour of Meiji Macadamia.

A consumer promotion is currently running, entitled “Luxury, with just one piece” with messaging focused on the ‘healing and luxurious’ qualities of macadamia chocolate. Consumers are invited to enter for the chance to win a daily prize of a beauty or kitchen appliance.

Meiji Cookie Balls

The Meiji Almond & Macadamia chocolate brand website has been upgraded to include more in-depth information on the macadamia story, including how long it takes after harvesting to become a “good” macadamia, the traditional roasting process and why they are such a precious nut.

Finally, a new limited edition macadamia product has launched called Macadamia Cookie Balls. Described as a roasted macadamia covered with crumbled cookie and caramel flavoured chocolate, they have a rich flavour similar to that of typical western confectionery and have proven very popular.

Happy 40th birthday Meiji!

月間 Eニュースレター

「マカダミア・レビュー」に登録

  • このフォームを送信は、貴様にご連絡させていただくための個人情報収集であることに同意されたとみなします。詳しくは、プライバシーポリシーをご覧ください。 privacy policy

ニュース&レポート

See more news

食品、健康、スナッキングの鼓動: 消費者の新鮮なインサイトが明らかに

消費者の食品、健康、スナッキングに対する考え方は、ライフスタイルの変化、健康志向、文化的影響により常に変化しています。オーストラリアのマカダミア業界にとっても、このような変化を先取りすることで、マカダミアが現代の食生活にどのようにマッチしているかを理解することができます。また、進化する消費者の期待に応えるべく、イノベーションを起こしたい食品・飲料ブランドにとっても、マカダミアがもたらす戦略的な価値を理解することは不可欠と言えます。

India opens the door wider for Australian macadamias with improved technical market access

The Australian macadamia industry welcomes a major development in trade access, with the Government of India officially gazetting an amendment to its Plant Quarantine (Regulation of Import into India) for Australian macadamia nuts. This change significantly improves technical market access, reducing barriers for Australian-grown macadamias to enter one of the world’s fastest-growing economies.

SUBSCRIBE TO THE MACADAMIA REVIEW

and be the first to know about the latest news from the Australian macadamia industry.

  • このフォームを送信は、貴様にご連絡させていただくための個人情報収集であることに同意されたとみなします。詳しくは、プライバシーポリシーをご覧ください。 privacy policy