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ヤマサキ「ランチパック」売れまくり

日経8/26朝刊35面(消費)より、ヒットの舞台裏、ヤマサキ製パン「ランチパック」より。

  • 山崎製パンの「ランチパック」シリーズが売れている
  • 1984年発売のロングセラー
  • 今年4月から店頭での品揃えを増やした
  • 7月にはシリーズ全体で24億円を売り上げた
  • 一番人気は発売以来の長寿商品「ピーナッツ」
  • 次いで人気は「たまごサラダ」
  • 現在は19工場で毎日80万-88万個のランチパックを生産
  • 体制を増強し来春には一日100万個体制を整える計画

実は私もこの記事のとおりに最近はランチパック率が高まっています。普通のサンドイッチと違って手が汚れないのもいいです。甘い具からお惣菜的な具までカバーしているので、ご飯とおやつの両方がランチパックでカバーできます。6月にパンを改良して具材が染み出さない工夫をしたことで、具材の選択肢が広がったようです。

ランチパックには思い出があります。神戸の震災の時には、ランチパックをはじめて食べるおじいちゃんも居ます。食料は援助物資として自動的に届くので。「このパンおいしいでぇ」「納豆が入ってる」とおじいちゃんが私に勧めてくれたのが、ランチパックの「ピーナッツ」でした。

改めて山崎製パンを見ると、パンという切り口からですが駅売店やコンビニなどの販路をがっちり押さえていて、侮れないです。パンじゃなくてお饅頭だって思ったらこれもやっぱりヤマサキだったりする。

山崎製パン | BRAND PAGE[ランチパック]←ここみると完全に思うつぼで買ってることが分かる。

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