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From Pocky and Pretz to almond milk
Glico has a long history of more than a century, and nostalgia is an important factor in its success.
“If we provide consumers with a good moment, it becomes a good memory,” Nagahisa said. “Good memories encourage people to buy Pocky.”
But as they’ve shown over the years, the company isn’t one to rest on its laurels. For example, Pocky originally only produced chocolate. Now there are a variety of flavors, from strawberry, green tea, banana, and even sakura, to name a few.
Mr. Changjiu mentioned that he even received requests from friends when he was a kid: “Some of my friends would ask for different flavors, like peach or pineapple.”
They are also known for adapting to different markets outside of Japan. “Recently, we launched a Singapore-exclusive product – Ya Kun Kaya Toast,” he says of the seasonal product that people have been asking them to bring back.
It’s not just about taste. “The younger generation … cares about sustainability. They also want healthier products and really authentic ingredients,” he added.
This is one of the reasons why they changed the Pocky recipe three years ago. “Now, there’s whole grains in the bar, and there’s fibre. Not only is it healthier, but it’s also crunchier,” said Nagahisa, who revealed that they plan to launch more flavours in Singapore, such as ‘crushed almond’ and ‘crushed fruit’ Pocky, which will be coated with real nuts and fruits. But before that, they’ve also launched a limited edition baked cheesecake flavour.
For Pocky and Pretz lovers in Singapore, perhaps the most surprising thing about this little-known company is that they do much more than just lolly snacks.
If you think almond milk is new, you’d be wrong. Glico has owned the Almond Koka brand since 2014, though it’s only just entering the region, launching in Thailand in 2022. It launched in the Philippines in May and will be available in Singapore and Malaysia by the end of the year.
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