Mintia's strategy led to record sales in 2025 after a 40% drop during COVID-19, worth a closer look.
Mintia's Comeback: Behind the Brand Strategy for Recovery
Original: コロナ禍の売上4割減を乗り越え、過去最高を更新！「ミンティア」V字回復の裏側とブランドとしての“軸”
Importance: ブランド戦略の成功事例として参考になるから
Summary
Mintia, a tablet candy by Asahi Group Foods, celebrates its 30th anniversary in 2026. After facing a 40% drop in sales due to COVID-19, it rebounded to record sales in 2025. This article features an interview with brand manager Kawaguchi about the strategies that supported this recovery and how they aimed to restore lost eating habits, along with redefining the value of 'refreshment' in line with changing times.
Key Points
- Sales dropped by 40% during COVID-19
- Achieved record sales in 2025
- Restoration of lost eating habits
- Redefining the value of refreshment
- A success story of brand strategy
View developer summary
Mintia, facing a 40% sales decline during the COVID-19 pandemic, recovered to record sales in 2025 through strategic initiatives. This article highlights an interview with brand lead Kawaguchi, discussing methods to restore consumer eating habits and redefine refreshment for contemporary audiences.
Source: https://markezine.jp/article/detail/50683
Outlet: MarkeZine
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