Pioneers in the Japanese market

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.

A new recipe for success

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.

The right package

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.

The right results

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.

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