After Overcoming Unexpected Challenges, Aiming for a Further Leap Forward

After two oil shocks, Japan entered an era of low growth. In response, the nation transformed its industrial structure and started down the path to becoming an economic superpower. The strong yen subsequently brought on a recession, but the economic climate shifted drastically as interest rate cuts by the Bank of Japan triggered an economic bubble.

During this period, Ezaki Glico experienced its own series of major events and challenges, including the passing of founder EZAKI Ri-ichi (1980), the appointment of Vice President EZAKI Katsuhisa as the company’s third president (1982), and Metropolitan Designated Case 114 (1984) (a series of threats and a kidnapping directed at food companies). In the retail industry, the emergence of supermarkets was followed by the rapid growth of convenience stores, and the distribution industry entered an era of unprecedented change.

In July 1985, the company adopted a three-division structure—Confectionery, Ice Cream, and Processed Foods—to streamline and accelerate business operations by unifying development, research, and sales. It also enhanced the added value of principal products such as Pretz and Pocky, while offering product variations.

While responding to the rapid growth of supermarkets and convenience stores, it adopted measures in response to the maturing of its markets, including the confectionery market, by cultivating gift demand and developing its vending machine business. To strengthen basic research, the Research and Development Department opened its Biochemistry Research Laboratory in 1986.

In the late 1980s, with the bubble economy in full swing, consumer interest turned increasingly to luxury and authenticity. Ezaki Glico was already looking ahead to the company’s 70th anniversary, which would take place in 1992, and beyond that to the advent of the 21st century. In October 1989, young employees launched the 21st Century Project. The company-wide reform movement, Take On 21, began in August 1990, and in June 1991, in response to the resulting project report, the company announced its 10-Year Basic Concept with eyes on the next generation.