Leading soy sauce brand Kikkoman has unveiled a new limited-edition design to its iconic 150ml dispenser bottle.
A set of classic Japanese images including koi carp and a lotus flower will appear on the front of the bottle. The koi carp is a traditional symbol of wealth, luck, prosperity, health, and strength in Japan, and its closeness to the lotus flower represents the family gathering at the table and strong family unity.
There will be over 600,000 new limited-edition bottles produced and expected on shelf in all the retailers from February/March.
“Our limited-edition bottles have proved so popular we decided to create another carrying traditional Japanese symbols,” Bing-yu Lee, Kikkoman UK’s general manager, said.
“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’re confident that that this third limited edition will be as sought after as the others and a collectors’ item for our most loyal consumers”.
The brand noted that the retail sales of soy sauce rocketed during the Covid pandemic, with Kikkoman in a strong position to capitalise on this. Kikkoman 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 33.3 per cent value share (IRI to 06.11.2021).
It is also leading the Tamari Gluten-Free Soy Sauce sector and the Less Salt Soy Sauce sector with market shares of 67 per cent and 34 per cent, respectively.
A national radio and digital advertising campaign will be launched mid-January in support of Chinese New Year with strong promotions in place across the retail network.
