Calbee expands global footprint with new snack brands and data initiatives

Calbee is implementing several strategic initiatives to transform its business model and expand its global footprint. In Japan, the company has established a Retail Science Department to shift from a manufacturer-centric approach to a customer-centric one. By utilizing big data and machine learning, the department aims to deepen consumer understanding and optimize product communication, noting that traditional advertising may have diminishing returns for existing customers.

On the international front, Calbee is launching ‘POP LAYERS’, a multi-layered corn snack brand, in Thailand starting October 8, 2026. This brand is based on the ‘GuriBee’ product developed through Calbee’s Indonesian joint venture, PT. Calbee-Wings Food. The expansion leverages production expertise from Indonesia to target the growing snack market in the Asia-Oceania region.

Additionally, the company is promoting ‘Body Granola’, a personalized health service that uses intestinal environment testing to provide customized granola subscriptions. To increase accessibility, Calbee is launching a special discount campaign for the service in October 2026, supported by a new promotional video featuring the comedy duo Cotton.