Kikkoman wears a Santa Hat for Christmas

Soy sauce brand Kikkoman is putting major investment into its festive promotional programme. For the first time consumers will see Kikkoman’s unique150ml dispenser sporting a Santa Hat this Christmas.

At the same time visually prominent aisle fins will carry the headline Soy Sesame Sprouts? with a QR code which will point consumers to a dedicated Kikkoman festive recipe site.

“We feel the time is right to up our presence in store at Christmas," said K General Manager, Bing-yu Lee. "Consumers are looking to add more interest to their festive menu and while traditional fayre is important, we know that adding an umami rich soy sauce, like Kikkoman, gives depth of flavour and lifts the taste of all kinds of foods. That’s why we recommend consumers brush our versatile soy sauce over their turkey and ham before roasting and add it to gravy for that extra richness. And to transform the taste of brussels sprouts on the big day we’re promoting our Soy Sesame Sprouts recipe, which is quick, easy and very tasty.”

150,000 Santa Hat Kikkoman Soy Sauce bottles will appear in store from end of November 2024.

“We are confident our promotional bottles will sell through quickly.”

Kikkoman Naturally Brewed Soy Sauce is the brand leader in the soy sauce market with a 30.9 per cent value share. Its 150ml dispenser bottle is the top selling sku accounting for 13 per cent of all soy sauce value sales, up 12.4 per cent in the last three months.

The soy sauce category, worth £39.01 million, is buoyant and increasing in both value and volume over the past year, reflecting rising consumer demand for soy sauce.