In a nod to its Japanese heritage, leading soy sauce brand Kikkoman is launching a limited-edition design to its 150ml flagship dispenser bottle for the first time ever. A picture of Mount Fuji will appear alongside an image of cherry blossom and Japanese characters spelling out ‘Spring Flower 2020’.
There will be 300,000 limited edition bottles produced and expected on shelf availability in all the retailers from February through to April when the stock is predicted to sell through.
Commenting on the launch, Kikkoman UK’s general manager, Bing-yu Lee said: “We’re very proud of Kikkoman’s iconic 150ml dispenser. It is a unique bottle with a strong and loyal following. This new design is printed on the bottle itself and it’s the first time we’ve done this so it’s very special. We’re confident that our new limited-edition bottle will be very popular with consumers and a great keep-sake for our most avid fans.”
The soy sauce market returned to growth in 2019, currently worth around £26M and up 4.4% year on year. The Kikkoman brand has performed strongest in the market over the last two years, adding an additional £1M in value to the category over the period and up 9.5% year on year.
In terms of bottle format research shows that 150ml is the preferred bottle size and is driving category value growth, with 71.6% share of the market and adding £684k in revenue year on year. It is also clear that Japanese style soy sauce (shoyu) is driving category growth over Chinese style soy sauces with shoyu up 10.4% and Tamari up 11.8%, driven by Kikkoman.