Talking Retail Grocery and product news for independent retailers
Around 400,000 of the new bottle design will be made available and will appear in supermarkets in February 2023.
Following the success of its last three creatives the latest will feature a “Momiji” theme which will be printed onto the glass.
Momiji means red-tinted maple leaves in Japanese and is synonymous with autumn. A branch of golden Japanese maple leaves over a deep-golden bridge is said to symbolise the binding of cultures, people and tastes while the moon reflected in the water represents the wonder of nature. The autumnal hues harmonise with the orange of the Kikkoman logo and the red-coloured cap.
Bing-yu Lee, general manager, Kikkoman UK, said: “We’re delighted to be rolling out a new Kikkoman Soy Sauce bottle design.
“Scenes around the beautiful changing colours of autumn is hugely popular all over Japan, akin to the famous cherry blossom in the spring. If the feedback from our past limited editions is anything to go by this new one will fly off the shelves.”
Kikkoman Naturally Brewed Soy Sauce is the brand leader with an 34.2% value share of the £33m soy sauce market. It is the driving force behind the long-term success of soy sauce, contributing 73% of value growth over the last five years.
