History of
Europe
It started with a joint venture in Japan
To strengthen its biscuit business in Japan, Ezaki Glico established Glico Generale Biscuit Co., Ltd. in 1980, as a joint venture with Generale Biscuit Europe, a major French manufacturer of biscuits. The venture was ultimately unsuccessful and was dissolved in 1987, but it led to new developments in Europe.
1982
Establishing a joint venture in France
During its involvement with Glico Generale Biscuit Co., Ltd., Generale Biscuit Europe was impressed by Pocky. After a French market survey returned positive results, the company decided to produce and sell Pocky in the European market, and Ezaki Glico and Generale Biscuit Europe proceeded to establish Generale Biscuit Glico France S.A., a joint venture.
1982
MIKADO (Pocky) production and sales begin in France
It was decided to use the name MIKADO for Pocky in Europe, and production commenced near Bordeaux, at a plant built at the Generale Biscuit Cestas Factory. Sales activity was launched in Belgium, with expansion to France, the Netherlands, Italy, and Spain.
Origin of MIKADO
Mikado is the name of a popular European game in which players release a bundle of slender sticks, then take turns picking them up one by one without moving or touching any of the other sticks. The European product name for Pocky came from the resemblance of the product to the game sticks.
1982
MIKADO receives the Prize for Innovation at SIAL, one of Europe’s largest food industry exhibitions
MIKADO was highly acclaimed, receiving industry awards. Sales expanded steadily, and production capacity expanded progressively.
1989
MIKADO transit ad
Principal products around 1992
1990
Paris Representative Office opens
Ezaki Glico’s Paris Representative Office served as the Japanese liaison with Generale Biscuit Glico France. It gathered European market intelligence, carried out surveys, and reported on trade fairs.
1995
Large-scale renewal sparks sales recovery
MIKADO sales reached a peak in 1990, but afterward began to decline. To meet this challenge, market research was implemented. Based on the results, the amount of chocolate in MIKADO was increased by around 40%. Packaging and other product aspects were also thoroughly reformed. In addition, original products meeting local tastes were launched successively, leading to a rapid sales recovery.
1996
Launch of MIKADO TRIO, a caramel-flavored MIKADO
1997
Introduction of packaging automation equipment into the production process
The Cestas Factory’s use of standardized equipment boosted efficiency and lowered costs.
1998-2002
Marketing activities in Spain and Italy
Significant effort was invested in marketing. During this period, Spain was opened as a full-fledged market, followed by Italy.
Products on sale in Italy in 2000
Successive new product launches from 2003 to 2010
Ezaki Glico invested effort in introducing and expanding new product sales, mainly in France, with MIKADO Milk (2003), MIKADO Hazelnut (2006), and MIKADO Daim (2010).
MIKADO becomes established as a popular confection in the European market
Now available in 12 countries, MIKADO has become established as a part of everyday life in the European market, with triple the level of sales achieved in 2000.
