Kikkoman launches 2021 limited-edition bottle

Following hot on the heels of its first ever limited-edition bottle, leading soy sauce brand Kikkoman is launching a second limited-edition design to its iconic 150ml dispenser bottle. A set of classic Japanese images including a crane, a pine branch and a sun symbol will appear alongside Japanese characters spelling TSURUMATSU. TSURU means crane while MATSU means pine.

The crane is said to bring good luck and longevity in Japanese culture, as does the tortoise which is featured in Kikkoman’s hexagonal logo. Cranes are common on Japanese bank notes, appear in old Japanese stories and often created in origami, the art of folding paper.  The matsu pine is very popular in Japanese gardens and often grown for bonsai.

There will be over 400,000 limited edition bottles produced and expected on shelf in all the retailers from now through to April when the stock is predicted to sell through.

Commenting on the launch, Kikkoman UK’s general manager, Bing-yu Lee said: “The first limited edition bottle proved so popular we decided to create another carrying traditional Japanese symbols. The Kikkoman 150ml dispenser is a unique shaped bottle, designed by Kenji Ekuan who later went on to design the world-famous bullet train. We think Mr Ekuan would approve of the designs carried on our limited-edition bottles. We’re confident that it will be very popular with consumers and a great keep-sake for our most loyal followers”.

Soy sauce sales have rocketed during the Covid pandemic and Kikkoman has been in a strong position to capitalise on this. Kikkoman has benefited from consumers cooking from scratch and cooking much more than normal and it is now the No.1 brand in the Total Soy Sauce Market by MAT with 33.6% value share and up 70% yoy. Its famous 150ml red top dispenser is up 67.7% in value terms and Tamari Gluten-Free Soy Sauce is up by a staggering 45.6% by value.  Kikkoman is currently on TV and VOD with a major advertising campaign and is running promotions across the retail trade.