Shanghai Ezaki Glico Foods Co., Ltd., a subsidiary of the renowned Japanese food giant Ezaki Glico Co., Ltd., is a major player in the Chinese confectionery market. Located in Shanghai, the company operates as a key manufacturing and export base, supporting Glico’s expansive presence across Asia. The company is widely known for producing popular snack brands such as Pocky, Pretz, Pejoy, and Sinky, which are now household names in multiple regions.
Core Business
Shanghai Ezaki Glico is primarily engaged in the manufacture and export of confectionery and snack foods. The facility in Shanghai serves both the domestic Chinese market and international destinations, focusing on brand localization, market-specific packaging, and strict quality control measures aligned with Japanese standards.
Product and Service Offerings
The company offers a diverse portfolio of high-quality snacks and sweets, including:
- Pocky: Biscuit sticks coated with various flavored creams like chocolate, strawberry, matcha, and more.
- Pretz: Flavored biscuit sticks available in savory variants such as spicy shrimp and tomato.
- Pejoy: Filled biscuit sticks offering cream inside for a richer taste.
- Sinky: A newer brand targeting younger demographics with unique flavor profiles.
These products are manufactured with cutting-edge food processing technology and distributed through modern trade, convenience stores, e-commerce platforms, and export channels.
Specialisation and Core USP
Shanghai Ezaki Glico's unique strength lies in its ability to merge Japanese food innovation with local consumer preferences. Its USPs include:
- Proprietary technology in snack coating and flavor infusion.
- Strong brand recognition supported by decades of Japanese heritage.
- Cultural adaptability in flavor development and packaging.
- Commitment to health and wellness in product development, aligned with the company’s founding principle of nutritious enjoyment.
Financial Insights
While Shanghai-specific figures are not independently disclosed, the parent company Ezaki Glico reported consolidated revenues of approximately ¥338.7 billion (approx. USD 2.4 billion) for FY2023. China represents a significant growth market within Glico’s Asia strategy, contributing to the international sales segment which accounts for over 15% of overall revenue.
Shipment Records
Shanghai Ezaki Glico is an active exporter, particularly in the Asia-Pacific region and North America. Shipment records from trade data platforms indicate:
- Estimated Export Volume: 100+ international shipments annually.
- Top Destinations: Vietnam, Thailand, Indonesia, the United States, and Canada.
- Primary Products: Pocky and Pretz in various localized flavors.
Target Market
The company’s products cater to:
- Young adults and teenagers seeking trendy and Instagrammable snacks.
- Health-conscious consumers looking for portion-controlled treats.
- International markets with a taste for Japanese-inspired confectionery.
Retail channels include:
- Supermarkets and hypermarkets
- E-commerce platforms (e.g., JD.com, Tmall, Amazon)
- Convenience store chains across China and Southeast Asia
Capabilities
Shanghai Ezaki Glico possesses robust capabilities including:
- High-volume automated production lines for biscuits and snack sticks.
- In-house R&D for flavor innovation.
- Regional distribution networks with cold chain integration.
- Compliance with Japanese and Chinese food safety standards.
Certifications and Compliance
The company adheres to global food safety practices, with certifications likely including:
- ISO 22000 (Food Safety Management)
- HACCP-compliant manufacturing processes
- Regular audits by Japanese headquarters to ensure standardization
It also publishes annual CSR reports, indicating a strong commitment to sustainable practices and social responsibility.
Customer Testimonials
Though specific consumer reviews are generally posted on retail sites, Glico’s brands maintain high satisfaction ratings across platforms such as Tmall and Amazon. Pocky, in particular, is frequently highlighted for its quality, packaging, and unique flavors.
Major Achievements
- Successfully established “Pocky Day” (Nov 11) as a major marketing event in China and Japan.
- Expanded production capacity in China to meet rising regional demand.
- Introduced health-forward product lines such as low-sugar and high-fiber variants.
- Recognized as one of the most beloved Japanese brands in China for confectionery products.