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TOKYO – Published reports here say that Seven & I, this nation’s largest convenience store chain, plans to create a new private label line that will include beverages, ramen noodles, baked goods and other packaged foods, in a strategy aimed at differentiation in the increasingly competitive Japanese market.

According to the stories, the line will carry a single own-brand name, and will be used throughout the chain’s more than 12,000 stores. The goal is to generate the equivalent of more than $400 million (US) in sales the first year with about 100 SKUs, and quickly increase the line to about 1,200 SKUs and $3 billion (US) in annual sales within three years.

No name for the private label has been announced.
KC's View:
We’ve only been here a few hours, but our sense of the marketplace is that this is a scrappy competitive climate in which some very tough-minded marketers are looking for every advantage. This is no place for the faint of heart.

We are very impressed.