“Hōbaru Kajitsu Tsubu Tappuri Zeitaku Mikan” by Pokka Sapporo is gaining traction in Asian markets for its rich mandarin pulp and 40% mixed fruit juice content.
Pokka Sapporo Food & Beverage’s canned drink, “Hōbaru Kajitsu Tsubu Tappuri Zeitaku Mikan” (400g), is gaining popularity in neighboring Asian countries as a “Japanese-made product packed with fruit pulp.” The drink contains the juice and pulp of two mandarins, making up 40% of mixed fruit juice, and has evolved since its launch in 2004 under the name “Tsubu Tappuri Unshū Mikan.”
The product’s unique selling point lies in its proprietary technology that incorporates a generous amount of resilient mandarin pulp (referred to as sanou), enhancing its distinct chunky texture. The flavor emphasizes a balance of sweetness and acidity for a refreshing taste. In September, the packaging was revamped with a black background to highlight the luxurious appeal, featuring a larger “Tsubu” (pulp) label and emphasizing “juice from two mandarins.”
The target demographic is men and women in their 30s and 40s, appealing to their health-conscious and self-reward needs. Additionally, women aged 30–50 with children are anticipated as proxy buyers. Domestically, the drink is positioned as a convenient alternative to fresh fruit or orange juice amid rising prices and supply shortages, catering to increasing demand for time-saving and easy-to-consume products.
Related Articles
Introducing the new “frozen rice balls” that come in packs of two! “Chicken and Burdock” and the popular “Salmon and Bonito Flakes” will be released sequentially from Tuesday, February 10th. ~Healthy rice balls made with glutinous barley and five-grain rice are now available at an affordable price of under 100 yen each (excluding tax)~
Seven-Eleven Japan Co., Ltd. (Head office: Chiyoda-ku, Tokyo; President and CEO: Akutsu Tomohiro) will be releasing new frozen rice products in its lineup, including "Seven Premium 2-Pack Chicken and Burdock Onigiri" and "Seven Premium 2-Pack Salmon and Bonito Flake...
Matsukiyo Cocokara to release functional water “matsukiyo LAB HMPA Water” with visceral fat reduction function on January 31st
On January 31st, Matsumotokiyo Cocokara & Company (Tokyo) will release "matsukiyo LAB HMPA * Formulated Water," a functional food containing ingredients derived from rice bran, from its original healthcare brand "matsukiyo LAB," at Matsumotokiyoshi Group and...
Nissin Foods to release “Complete Meal Mystery Meat Bowl” on December 8th. “Mystery Meat Bowl” recreated as a “Complete Meal.”
Nissin Foods (Tokyo) will release the "Complete Meal Mystery Meat Bowl" nationwide on December 8th. "Kanzen Meshi" is a brand that pursues a balance of deliciousness and 33 types of nutrients *1 , including vitamins and minerals set out in the "Japanese Dietary...