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2コメント2件"Curry Meshi" Sales 100 million meals to the 3rd generation of a hit.
Nissin foods, secrets of strength
"Curry meshi", a Nissin Foods, which is quickly completed just by pouring hot water and stirring. When it was released in 2014, it was a popular product due to its unique advertising strategy, and it is now a standard product. In December last year, it exceeded 100 million meals sold. It is a rice product that was hit by "Noodle Nissin". Now there are more than 10 rice products. "Hayashimeshi" boasts a demiglace sauce with plenty of onion and tomato flavor. "Afiri -Meshi" is addictive with the sourness of pepper and yuzu. When I visited Nippon Foods Tokyo headquarters in Shinjuku -ku, Tokyo, rice teams were in the midst of the next product development. There are only five members. "Nissin Foods is the only rice" rice "(brand manager Yohei Tsuchioka) The new product that aims for the next hit that five people came up with is the first" Oshiri Meshi "targeting women. "Women eat one cup soup and one rice ball at lunch, so I think it's the perfect size for women."
The third president who ended the bitter history
In fact, instant rice was a genre that could be said to be a demon in Nissin. Four years after the launch of "Cup Noodle", the founder, Momofuku Ando, asked the world about the instant rice "Cup Rice", which returns rice with hot water. He challenged the next treasure mountain with a huge amount of money, but did not sell at all, and quickly withdrew. After that, he challenged instant rice several times during the second generation, Hiroki Ando (now Nissin Food Holdings CEO). However, it was not a hit product and continued to withdraw. It is Tokutaka Ando (44 years old), president of Nissin Foods, who ended such bitter history. He is the third generation of the founder and the grandchild of Hyakufuku. Under the umbrella of Nissin Foods Holdings, he is assigned to the largest business company that has jurisdiction over "cup noodles", "donbei", and "curry meshi". When he became president in 2015, he led the "Cup Noodle" to the highest sales for the fourth consecutive year, and also shows rice businesses on track. On this day, a meeting on the commercial of the new product "Oshimeshi" was held. Along with Ando, he has worked on curry rice, Kazashi Sato, a creative director known for its brand strategies such as UNIQLO. Ando always believes that there is a new expression to grasp consumers. Such Ando says that Kashiwa Sato is a "unprecedented manager." "I think it's a creator. I'm a very new type of manager, I always want to do something new, such as innovation, destructive creation, and I have a sense of mission to create a new food future. It's really exciting to think together "(Kashiwa Sato)
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