Founded in 1949, Calbee is one of Japan's largest snack food companies, and its cereal products are very popular in Japan, accounting for 53% of the Japanese market share in 2016. In the early days, Calbee was familiar to consumers in the Chinese market through daigou, and after the rise of cross-border e-commerce, it became all the rage. Among the cereal products on the e-commerce platform, Calbee sales accounted for 13.4%.
 
Fuguole is a mixed fruit oatmeal, which uses puffed oats, rye flour, wheat flour, etc., with a very crispy and delicious taste, containing a variety of dried fruits, but the total proportion of dried fruits is relatively low, not as high as ICA. The sugar content of Fuguole is very high, up to 31.6g/50g, positioning is more inclined to snacks, due to its crispy taste and high sweetness after puffing, it is easy to eat a lot unconsciously, affecting health, it is recommended to control the amount when eating.
 
Calbee and ICA are both representative of snack cereals, but Calbee is more snacky. ICA uses whole cereal, which is chewy and not easy to eat a lot at once, while Calbee uses puffed cereal, which is crispy and easy to eat, and the blood sugar response will be very obvious after eating. We think ICA cereals already have a high level of added sugar, with about 20g of sugar in 100g, but Calbee is three times as high. At present, Calbee has launched a reduced sugar version, with a sugar content of 18.9g/50g, which is still very high.
 
Calbee, which sells mainly casual snacks in Japan, has made a healthy transformation after launching its cereal products, defining its cereal as a healthy and convenient breakfast, but it is still a true snack in terms of product substance. If you replace breakfast with Calbee cereal, the weight loss goal is unlikely to be achieved.
 
In 2017, CCTV 315 reported that there was nuclear radiation contamination in Tochigi County, the origin of Calbee, and was urgently removed from the shelves by e-commerce platforms. But at the end of the same year, Calbee re-entered the Chinese market by adjusting its production line to sell cereal from its unpolluted Hokkaido factory to China.
 
Calbee not only has the popular Ricanale fruit cereal, but also introduces two new flavors, chocolate chip cookies and apple duoduo, the former with chocolate chip cookies for more crispy sweetness, and the latter with 4 times the amount of dried apples, which is richer in taste, both of which are very suitable for dry snacks or sugar-free yogurt.