Tokyo Bound

How it all began

Our story begins a year ago when we were approached by a European importer living in Japan who had seen our success at the 2020 New Zealand Outstanding Food Producers Awards. Since then, we have been working hard on the relationship and products appropriate for the Japanese Market.

Along the way we have had some invaluable help: firstly, from Wanaka-based mentor, Mike Henderson, of Business Mentors New Zealand and who has helped us with strategy and tactics to support PURE New Zealand Ice Cream’s long-term growth; and secondly, from the NZTE team in Dunedin who have connected us with key people and resources and assisted us with the MPI regulatory process.

The Japanese ice cream market

The Japanese market is one of the fastest growing ice cream markets in the world and take home and bulk ice cream lead the way in their market growth. This is largely due to the increasing consumption of ice cream during the winter months – originally seen as a summer dessert and an impulse buy, there is a growing interest in eating ice cream at home, despite the snow falling outside! Japan also has some of the most interesting ice cream flavours. Traditional flavours include matcha, sweet potato, cherry blossom and brown tea, but if you are feeling adventurous you can try mayonnaise, seaweed or even garlic!!

In Japan ice cream is still a luxury product and small is best. Initially, we will be exporting our 500ml pack sizes. The Japanese are eager to try some Kiwi flavours so we will be exporting 5 of our most popular – vanilla bean, salted caramel, roasted white and dark chocolate, boysenberry gelato and berry fusion sorbet.

We can’t wait to see how the Japanese enjoy PURE New Zealand Ice Cream!