Nestle Japan

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Selected Nestle advertising

Nestlé has a long history in Japan, having opened its first office here, in Yokohama, in 1913, although local manufacturing didn't commence until 1960. Its biggest business now is coffee and tea, which together contribute almost two-thirds of local sales. The main Nescafe brand extends to a broad range of whole bean, soluble and ready-to-drink coffees, including many that are not available elsewhere, as well as the Nespresso, Dolce Gusto and Japan-only Barista coffee machines and Special T tea-maker. Nestle markets matcha green tea capsules for Dolce Gusto as well as coffee. Other beverages include Brite creamers, Krematop syrups, Nestea, Milo and a selection of local drinks, as well as bottled waters. However, the company's most widely known brand in Japan is arguably Kit Kat, something of a local icon, marketed in a vast range of distinctively Japanese flavours, and a good luck charm among students. [See also Kit Kat snapshot]. Nestlé's non-confectionery food business is comparatively small in Japan compared to other markets, funnelled primarily through the Maggi brand. The local selection of soups, sauces and ingredients has been adapted quite dramatically to suit Japanese tastes. Nestle also markets Purina petfoods here as well as various infant and adult nutrition products. Kohzoh Takaoka is local CEO. Adbrands no longer profiles this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Who are the competitors of Nestle? See Food Sector index for other companies

Capsule checked 5th January 2018

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