Leading Japanese-inspired food provider, Mizkan Euro, conquers the European market one condiment at a time
For centuries, Mizkan has been a powerhouse provider of Japan’s favorite condiments. Over the last decade, the company has expanded its presence across Europe and is now home to a variety of household name brands. Leading the way toward international success is Ichiro Nishikura, Chief Executive Officer of Mizkan Euro. An expert in the global food market, Ichiro brings a wealth of experience to Mizkan’s European division, as he details: “I grew up in Japan, and have worked in the food service industry for some time. This is my third company, and it’s given me the opportunity to work in a range of new markets.
“I’ve got experience working in a variety of different countries. Before I joined Mizkan I lived in Europe for about seven years. I’ve lived in Germany and Belgium, and visited all EU countries, the Middle East, and some African countries, gaining a lot of experiences along the way. With Mizkan, my biggest customer base by far is in the UK.
“I came here in June 2022, as Head of Mizkan’s European operation. The company has a long legacy in Japan, spanning over 220 years, and we’re now focused on expanding our international presence. Ten years ago, we acquired the English legacy brand, Premier Foods, which has helped us put down roots across the UK.
“We’re introducing a range of products, some of which are Mizkan classics, and others are new to our portfolio. Through Premier Foods, we began marketing Branston Sweet Pickle and Sarson’s Malt Vinegar, which has been significant for us when it came to breaking into the UK market. We also manage a range of other condiment brands, such as Haywards, and our latest addition: Osu.
“We’re one of the world’s foremost condiment manufacturers and providers, so it only felt right to bring some of our Japanese heritage to the European market. Osu is a combination of Japanese and UK heritage. We’ve used a traditional Japanese cherry blossom design for the label, as a way of calling back to our roots. The product itself is a deliciously tangy vinegar. It’s based on apple cider vinegar, but slightly milder and softer on the palate. To achieve this taste, we used our own patented technology. The result is very drinkable, and pairs well with fresh foods. We believe Osu offers something unique, and we’re excited to introduce it to the consumer market very soon.”
Manufacturing on such a significant scale requires investment in all the latest tech, as Ichiro reveals: “Technology is central to the way in which we design and create new flavor options for our products. We use culinary technology to perfect our recipes before they go into mass production. In Japan, we’re a major manufacturer, meaning we have the facilities available to generate some complex and interesting new products. Our long history of success in the Japanese condiment market has given us the knowledge and expertise we need to expand on a global scale.”
Customer driven
For Mizkan Euro, innovation is about more than machinery. As Ichiro asserts: “Our research and design team is one of the best in the industry. We use all the information we have to create products that the market actually needs. We look at people’s eating habits, cultural shifts around food, and brand loyalty, to make decisions about what our next product should be. All of this is supported by our close work with the local retailers, who can provide insights into consumer behaviors on a more regional level. 
“We often conduct interviews and focus groups, to gather first-hand information about what people want out of a condiment. We go into any new development stage with a very clear idea of our target customers. We know what they are looking for, and we design our products to suit their needs.
“For example, our vinegar is designed to pair incredibly well with fish-shop chips, as we know this is a staple of English culture and cuisine. Similarly, following the pandemic when home cooking was becoming more popular, we created a product line to suit burgeoning home chefs. Our line of Sarson’s vinegar dip and drizzle provides a simple yet high-end finishing touch to a variety of recipes that people can make in their own kitchen.
“Using market research effectively is one of the reasons Mizkan has been able to branch out and see international success on such a significant scale. It’s helped us adapt our product line to the needs of a variety of markets simultaneously. Food is very regional, it’s dependent on people’s cultures and experiences. Because of this, we’re never going to take a ‘one size fits all’ approach to the products we make.”
Full of flavor
Taking on new markets is just one part of Mizkan Euro’s plan for the future, as Ichiro concludes: “We’re looking to expand our range beyond condiments, and move into even more categories – for example, seasonings and dried foods could be a logical next step for the brand. Additionally, we’re developing our world food range, bringing Japanese flavors to new markets by pairing them with popular national cuisines. In the UK market, we’re considering the addition of some Japanese sauces, as this is one of the booming food categories in the country.
“We also want to remain very focused on creating products with natural, good-for-you ingredients. We’ve been doing some innovative work with yellow peas, using them as a base for one of our latest product concepts, ZENB. Our work is all about giving food that additional hit of saltiness or umami that really brings out all the complexities of the palate. Now and in the future, our products will continue to bring flavor to life.”