Craft cola has taken Japan by storm, with over 1,000 different varieties featuring specialty ingredients, fruits, spices, and medicinal herbs. In a market dominated by big players, Umami Cola is hoping to make a name for itself with its unique formulation and packaging.
At the recent Food and Beverage Innovation Forum (FBIF) 2024, Umami Cola Founder Yamada Takahisa shared the company’s strategy to stand out in a crowded market. He emphasized the need to be completely different and change consumers‘ perspective on what cola can be. One of the most radical changes Umami Cola has made is turning the can design upside down, with the tab to open it located at the bottom of the can instead of the top. This unconventional approach is aimed at grabbing consumers‘ attention and sparking curiosity.
In addition to the innovative packaging, Umami Cola also differentiates itself by prominently displaying its ingredients list on the front of the pack in large font. This transparency showcases the brand’s confidence in the quality of ingredients used to make Umami Cola. The company also encourages consumers to shake the can before consumption, as it contains real herbs and spices that may settle at the bottom. This unique feature sets Umami Cola apart from traditional soft drinks and highlights its commitment to using real, high-quality ingredients.
Umami Cola positions itself as a healthier alternative to traditional colas, touting the benefits of using koji as a natural sweetener. Koji, made from fermented rice, is rich in nutrients and naturally sweet, making it a popular choice for health-conscious consumers. With over 350 beneficial components, koji is known for its positive effects on gut health and overall well-being. By replacing cane sugar with koji, Umami Cola offers a natural energy drink option that appeals to health-conscious consumers.
The company is targeting specific occasions to find its niche market, such as e-sports and health-focused activities like saunas, yoga, and marathons. E-sports players, in particular, are seeking natural energy drink alternatives that won’t compromise their health. Umami Cola’s use of koji and other beneficial ingredients makes it an attractive option for this demographic. Additionally, athletes in Japan already consume koji for its fatigue-reducing properties, making Umami Cola a natural fit for individuals looking for a healthier cola option.
Overall, Umami Cola’s innovative approach to formulation, packaging, and marketing sets it apart in Japan’s competitive craft cola market. By focusing on quality ingredients, transparency, and health benefits, the company is carving out a unique space for itself in the beverage industry.