Kagome was established in 1899 and is considered a pioneer in the Japanese market for its tomato products and vegetable juices. It has around 2,600 employees and is the biggest player in the vegetable & fruit mixed juice market with a 54% share.
The demand for fruit and vegetable juices had been falling for a couple of years, partly due to a lack of clarity among consumers regarding the benefits of drinking juice. With the launch of its range of innovative 100% juice smoothies in Tetra Prisma® Aseptic 330 Square with DreamCap™, Kagome set out to recover category growth, attract new juice drinkers and entice back lapsed users.
Tetra Prisma Aseptic 330 Sq DreamCap was the right choice for several reasons: ideal for on-the-go consumption, the wide cap offered ease of drinking, particularly with a thicker product such as a smoothie, and the package can also be resealed to keep the product fresh and avoid waste. It also offered novelty: this was the first time Tetra Prisma Aseptic 330 Sq DreamCap had been used with a 100% juice product in Japan.
Consumers have embraced the new smoothies and sales have more than doubled, increasing by 124% in just one year. Seen as a healthy snack or meal replacement, the new product has proved extremely popular with young working women – the primary target audience. It has also been a hit with consumers aged 60-plus who find the opening very easy to manage.