Company Website
http://global.glico.com.cn/
Company Introduction
Ezaki Glico Co., Ltd. was officially established in 1922, and operates in various fields including snacks, ice cream, diary products, processed foods, etc. In 1995 Shanghai Ezaki Glico Food Co. LTD was founded, and brings well-known products to Chinese consumers, such as Pocky, Pejoy, Pretz, Almond Koka, Bisco, etc.
Glico always adheres to the corporate philosophy of “Healthier days, Wellbing for life” and is dedicated to the achievement of ever-greater products that contributes to this and future generations in all the nations around the globe.
Product concept, highlights and added value
Since Pretz Butter Flavor was first introduced into China in 2004, it has been deeply favored by local consumers. Even though it has been off the shelves for years, it still remains as a classic childhood snack in the hearts of those born in the 1980s and 1990s. Riding on the wave of the current retro and nostalgic trend, Pretz newly relaunches Retro-Butter flavor biscuits. While referring to the butter flavor formula from years ago, it has also conducted a comprehensive renewal and upgrade, paying homage to the classic and going beyond it.
1. Flavor Renewal:
With the addition of ≥ 2% imported butter from New Zealand, the mellow and rich butter is added into the crispy biscuit sticks, making each bite filled with a milky flavor that is salty and sweet intertwined.
2. Health Upgrade:
① Whole wheat flour is added, which contains dietary fiber and is helpful for maintaining normal intestinal functions.
② It contains zero trans fatty acids, bringing a light burden to health.
3. Packaging Upgrade:
① Through the combination of elements and colors, the retro and nostalgic style is presented to the fullest, in line with the product concept.
② The considerate design of the back pocket packaging enables consumers to take out the biscuits conveniently, freeing their hands and allowing them to have more fun while eating and playing!
Product Images
Please briefly describe how your product communicates with consumers
Products — Gain insights into the needs of young consumers and market trends to enhance product competitiveness:
1. Combine deliciousness with health: As the need for healthy snacks is growing day by day, Pretz uses ≥2% New Zealand butter, higher-quality raw materials to bring a more delicious enjoyment. Meanwhile, it emphasizes healthy claims such as zero trans fatty acids and whole wheat being rich in dietary fiber, allowing consumers to enjoy deliciousness without any burden.
2. Make the packaging younger and more interactive: Flatter illustrations and bright colors are chosen to vividly display a retro style. Meanwhile, the pocket design on the back is convenient for consumers to take out biscuits, freeing their hands and enabling them to have more fun while eating and playing.
Marketing — Conduct multi-dimensional marketing across different circles to create a blockbuster product image:
1. The return of classics triggers nostalgic resonance and quickly recalling old customers and attracts new ones: Well-known KOLs in Jiangsu, Zhejiang and Shanghai took the lead in promoting the return of flavors and cooperated with multi-scenario and multi-circle content to strongly recommend the product, rapidly expanding the exposure, arousing the interest of those who love butter flavor and facilitating sales conversion.
2. Collaborate with "Butter Bear" IP to attract young consumers: Capitalizing on the popularity of the IP in China, Pretz took the lead in collaborating with Butter Bear and launching nearly 15 co-branded gift box, triggering heated discussions on UGC social topics and achieving a double explosion in both popularity and sales volume.
Product Images
Ingredients List Photograph
Launch Date
2024-7
Target Consumer
18-34 y.o. Male/Female with need for mood change
Weight/Volume per Pack
41g/盒
Price per Item
5.3元/盒
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
China Mainland
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Market Performance
【Transaction GMV】The total transaction GMV of the brand reached over 20 million yuan, achieving 240% more than expected.
【Brand Ranking List】The brand topped the list of TOP1 new snacks/hot-selling products on various e-commerce platforms.
【Audience Assets】The total assets of the brand's audience grew by over 7.5 million.
【Communication Data】During the event, the cumulative exposure exceeded 34 million.
【Content Seeding】Nearly 50 KOLs/KOCs jointly released creative content for extensive circle seeding. The brand and IP official accounts simultaneously released promotional KV and other materials, helping the event to break out comprehensively. Its influence radiated to Southeast Asia and triggered topics on overseas social media such as TikTok.