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.
