The UK’s leading soy sauce brand, Kikkoman, is to roll out a new limited edition of its iconic 150ml dispenser bottle.
Around 200,000 of the new bottle design will be made available and will appear in supermarkets and independents from November 2024.
Following the success of its last five creatives the latest one carries an osechi-ryori motif on the glass.
In Japan osechi-ryori is an array of colourful little dishes which are traditionally eaten on the first three days of January to welcome in the new year gods. Special stacking boxes are filled with symbolic foods said to bring you a healthy and long life, coupled with joy and devotion. These tasty snacks are usually served with umami-rich Kikkoman Naturally Brewed Soy Sauce.
“All our creatives aim to give consumers a little flavour of Japanese culture and our latest one is no exception," said Bing-yu Lee, General Manager, Kikkoman UK. "New year in Japan is the biggest celebration of the year and is a time for a big traditional osechi or feast.
“Consumers have come to expect our collectable bottles, but this is the first time we have scheduled two limited editions in one year. Our previous Spring edition sold out in record time.”
Kikkoman is an authentic soy sauce and still made to the same Japanese recipe created over 300 years ago. Kikkoman’s popularity stems from its clean label as it is made with only four pure ingredients – soybeans, wheat, salt, and water and, its natural brewing process which lasts several months, resulting in its unique complex umami rich taste and aroma.
Kikkoman Naturally Brewed Soy Sauce is the brand leader in the soy sauce market with a 30.9% value share. It’s iconic 150ml dispenser bottle is the top selling sku accounting for 13% of all soy sauce value sales, up 12.4% in the last three months.
The soy sauce category worth £39.01M is buoyant, increasing in both value and volume over the past year and reflecting rising consumer demand for soy sauce usage.
Kikkoman’s new limited-edition will be on shelf at the same time as its digital advertising winter recipe campaign. With its combined activity it represents the biggest investment from the brand during the festive period.
