CREMIA Revolutionizing the Ice Cream Industry in Japan and Beyond

The Genesis of a Market Leader

Japan, a nation with an annual consumption of over 500 million ice cream bars, is home to an industry titan: Nissei Company. Unique in its capability to produce ice cream machines, ingredients, and cones all under one roof, Nissei dominates the Japanese ice cream industry with a market share exceeding 60% in each category. Initially known more among businesses than consumers, Nissei’s creation of the premium ice cream brand CREMIA in 2013 marked its grand entrance into the consumer market, boasting about 1,700 outlets across Japan and 17 in Taiwan.

Unintentional Success: The Birth of CREMIA

The inception of CREMIA was a serendipitous error rooted in a strategic pivot during 2010 when consumer surveys revealed a surprising disinterest in ice cream among young professional women aged 20 to 30. Challenged by this insight, Nissei opted to innovate a high-quality, premium ice cream, contrary to the trend of generic flavors and qualities. This decision led to a meticulous development process, where the team experimented over 400 times in three years to perfect CREMIA’s recipe.

Raising the Bar: CREMIA’s Unique Composition

CREMIA set a new standard with its rich flavor profile, elevating the fat content to 12.5% from the typical 8%, a daring move that required balancing richness with a refreshing aftertaste. This involved an exhaustive search for the perfect sugar among 20 different types to complement the increased fat content without compromising the ice cream’s delicate balance.

Innovation in Cones: The Crispy Delight

Beyond the ice cream itself, CREMIA’s crispy cone became a signature feature. The initial attempts using traditional waffle batter failed to achieve the desired crispiness, prompting a radical shift to baking cookie cones instead. This required significant investment in production line modifications and the installation of large baking ovens to produce…