Products

Developing New Products to Fit Changing Lifestyles

With the increase in single-person households and other life-style changes, more people want to snack whenever they please, even when they are alone. In response, Calbee is establishing a new product category of individual portion snacks. We developed the products by processing technologies that bring out the goodness and delicious taste of the ingredients, such as miino, fried whole broad beans, and Toumoriko, which offers the natural flavor of sweet corn. These products are packaged in moderate quantities for one person in stand-up pouches with reclosable zip closures so that they can be enjoyed later. Moving forward, we plan to expand these product lineups.

Systems to Make Use of Customer Feedback

The Calbee Group considers its Customer Communication Department as a place to create Calbee fans, and makes proactive efforts to deepen communication. Feedback from customers is shared through daily Companywide emails, and we have the opportunity to do monitoring for the management and employees. We are also building a system to respond to inquiries from overseas customers in order to provide the same quality level to non-Japanese customers.

Diversification of products utilizing customer feedback

The customer opinions received by our Customer Service Center are shared throughout the Company and used for product improvement and development. Based on customer comments such as, “Since the usual Frugra has a sweetness, I would like products with reduced sweetness”, new granola brand which features a flavor and deliciousness will be launched in September 2019 (scheduled).

Engagement with Customers

The Calbee Group actively engages in communication with its customers via website, as well as through a potato harvest experience at its farm. Beyond just selling products, as a food manufacturer we want to convey our policy regarding the safety and security encompassing our products, along with our commitment to quality ingredients, in order to be a company with the long-term trust and approval of customers. The feedback from customers we receive through phone calls, email, and SNS are also useful for product development.

“Potato Diary” on Website

Around 80% of the domestically produced potatoes that the Calbee Group uses are grown in Hokkaido. We introduce the current state of these potato fields and information related to potatoes, and the relationship with the contracted farmers, on our website.

“Potato Diary” (in Japanese only)
http://www.calbee.co.jp/diary/

Results in the fiscal year ended March 31, 2019

Brand Japan 2019 “Friendly” division
1st
Number of customer inquiries
27,382
Satisfaction responding to customers pointed out
88.8%
Intention of customers to re-purchase
94.9%
  • *1 Nikkei BP Consulting
    Factor-Specific Assessment “Friendly” of Consumer Markets (BtoC)
  • *2 Proportion of customers who responded “Very Satisfied” or “Satisfied” in a survey of customers who pointed out issues
  • *3 Proportion of customers who responded in the above survey that they would “Buy as before” or “Buy more than before”

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