ANIMAL SHAPES TURN CUSTOMERS INTO FANS

The daily victories in our lives aren't punctuated with ceremony or fanfare; rather, they are acknowledged with small rewards and simple pleasures. Sweets typify the prize for these small triumphs with a moment of delight that compliments the sense of accomplishment. Ginbis Co., Ltd., are a manufacturer of sweets that company President Shuji Miyamoto says delivers joy and vitality to people around the world. “We want to be known as a company that delivers sweets that are memorable in one’s lifetime,” he says.

- By Daniel de Bomford, Cian O'Niell and Paul Mannion

One of Ginbis’ iconic products, Tabekko Doubutsu, are animal shaped biscuits that come in an impressive variety of shapes and flavors. With over 46 unique shapes for the thin, crisp biscuits, Mr. Miyamoto says that no other baking company can offer as many shapes as Ginbis. Great care has been taken in formulating the taste and aesthetic of the biscuits. “Our biscuits are brimming with originality, and we use a lot of high-quality ingredients,” Mr. Miyamoto says. Because biscuits don’t have the same association with Japan that other food exports have, Ginbis is extremely considerate of its competitive advantage, opting for quality flavor and novel presentation to succeed in a competitive global market. “I would say that the flavor profile is very nuanced, and I think this is