The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Meiji Co is set to launch a new product, 'Hello Panda Pretzel,' in the US market this October, as part of its aim to bolster its presence in the competitive snack sector.

The introduction of this pretzel-infused biscuit marks an expansion of the popular Hello Panda brand, which has seen substantial growth since its introduction in the US in the 1990s.

The company plans to invest approximately $28 million (around 4.1 billion yen) into its US subsidiary, Meiji America, to enhance production capabilities and meet the increasing demand for its products.

This investment is expected to ramp up production of Hello Panda biscuits, which have tripled in sales since 2017, reflecting the brand's growing recognition and popularity among US consumers.

The Hello Panda brand, characterised by its panda-shaped biscuits filled with chocolate cream, has been manufactured in the US since 2015.

The new Hello Panda Pretzel combines the classic biscuit with a sweet and salty pretzel flavour, tapping into a US pretzel market valued at approximately 420 billion yen (approx. $2.7 billion).

Meiji’s commitment to increasing production capacity underscores its ambition to establish itself as a global brand. The company’s strategic vision, outlined in its 'Meiji Group 2026 Vision,' emphasises the importance of enhancing corporate value through growth in overseas markets. By strengthening its production infrastructure, Meiji aims to increase its overseas sales ratio to over 10% by fiscal 2026.

The initial production of the Hello Panda Pretzel will take place in Japan, with plans for export to the U.S. as the brand seeks to expand its sales channels.

This aligns with Meiji's broader strategy to leverage its biscuit manufacturing expertise gained from operations in various countries, thereby enhancing product availability and customer engagement in the global market.