Glico diversifies confectionery line; new health, wellness products coming soon
The multistory LED sign of a Glico runner with his arms raised in victory is one of the most popular tourist spots at the ultrabusy Dotonbori shopping, food and entertainment district in Osaka, Japan.
And not all of the droves of Filipinos who have had their picture taken in front of the brightly lit billboard realize that one of the inspirations for the iconic image was Filipino champion runner Fortunato Catalon.
Indeed, the runner was the model for the second iteration of the iconic Glico man, appearing on boxes of the energy-boosting, heart-shaped caramel candy that became the foundation for the Glico Group, one of the world’s largest producers of confectionery, processed foods, ice cream and dairy products that was founded in 1922 by Ri-ichi Ezaki.
Glico, however, does not want to relegate that relationship with the Philippines to the past, but rather make it a starting point of a conversation on building a strong commercial partnership as part of Glico’s larger growth ambitions in Southeast Asia.
Indeed, the Osaka-based Ezaki Glico Co. Ltd., maker of the globally popular Pretz and Pocky snacks, is gearing up for a more aggressive expansion in Southeast Asia, with a particular focus on addressing the dynamic region’s growing need for healthier food choices.
Kazumi Hasegawa, general manager and head of group communications at Glico, tells a group of journalists visiting the Glico headquarters in Japan that the Association of Southeast Asian Nations (Asean) is deemed a growth area for the company, which last year saw 21.4 percent of its consolidated 2023 sales of $2.19 billion coming from overseas, including the Asean member-countries.
Hasegawa stresses that Glico considers Asean a source of growth and a priority market, which is why Glico had established an Asia-Pacific base in Singapore in 2017, and established manufacturing facilities in Thailand and Indonesia.
For the Philippines where Glico has an office, Hasegawa says that the group is looking to launch this month a wider array of products under the Almond Koka line introduced in 2022 in response to consumers’ growing desire for health and wellness products.
Almond Koka is a line of almond milk products in a variety of flavors, including chocolate, strawberry, caramel and coffee that Glico is confident will find a market in the Philippines, one of its younger markets in the region where it sees continued growth with its large, young and still-growing population.
Glico is banking on almond-based products to bump up sales, as scientific research had demonstrated that almonds, which are rich in dietary fiber, oleic acid and vitamin E, have numerous health benefits and can, among others, help delay aging.
But as it seeks to grow the Almond Koka line, Hasegawa stresses that Glico will continue to push for the sales of its flagship products—Pocky— deemed the world’s first stick chocolate confectionery introduced in 1966—and Pretz, which have been in the market since 1963.
She says Glico wants to respond to the varied tastes of customers. There are those who put more value on health and wellness, thus the Almond Koka products, while there are those who just want a quick snack that brings joy and happiness such as the ubiquitous Pocky and Pretz that come in an ever-increasing number of flavors.
What is important, she says, is for Glico to make its products part of its target customers’ everyday life, to ensure the sustained growth of its revenue and profit.
This is also in keeping with the 102-year-old company’s promise to provide customers around the world with “great taste and good health” so that people can live “satisfying lives.” INQ
