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{{Infobox company
{{nihongo|'''Tohato Inc.'''|株式会社東ハト|Kabushiki Gaisha Tōhato''}} is a [[Japan]]ese food company specialising in [[Japanese snack food|snack food]].
| name = Tohato Inc.
| native_name = {{Infobox Japanese
| kanji = 株式会社東ハト
| revhep = Kabushiki-gaisha Tōhato
}}
| website = {{url|tohato.jp}}
}}

{{nihongo|'''Tohato Inc.'''|株式会社東ハト|Kabushiki-gaisha Tōhato}} is a Japanese food company that specializes in [[List of Japanese snacks|snack food]].<ref>{{cite web|url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=5561548|title=Company Overview of Tohato Inc.|website=bloomberg.com|publisher=Bloomberg|access-date=August 18, 2016}}</ref> They are known for their variety of the [[caramel corn]] snack, manufactured since 1971.<ref name="choi">{{cite web |last1=Choi |first1=Mary H.K. |title=Gluttony, with Mary HK Choi: Tohato Caramel Corn |url=https://www.theawl.com/2009/12/gluttony-with-mary-hk-choi-tohato-caramel-corn/ |website=theawl.com |publisher=The Awl |date=7 December 2009 |access-date=14 December 2019}}</ref><ref name="tokyocreative">{{cite web |title=Snacking through Japan: Tohato Caramel Corn |url=https://www.tokyocreative.com/articles/19316-snacking-through-japan-tohato-caramel-corn |website=tokyocreative.com |publisher=Tokyo Creative |access-date=14 December 2019}}</ref><ref name="dulik">{{cite web |last1=Dulik |first1=Gracie |title=Japanese Snacks: Tohato's Caramel Corn, a Different Kind of Caramel Corn |url=https://sweets.seriouseats.com/2012/08/japanese-snacks-tohatos-choco-crunch-caramel-corn-review.html |website=seriouseats.com |publisher=Serious Eats |access-date=14 December 2019}}</ref><ref name="thejapantimes"/>

==Company history==
In March 2003, Tohato applied for court protection from creditors after the failed operation of a golf course started during the asset-inflated [[Japanese asset price bubble|bubble period]]. Following that, Unison Capital and [[Bandai]] acquired Tohato's confectionary business and set up a new company under the name of Tohato to turn its operations around.<ref name="thejapantimes">{{cite news |title=Yamazaki Baking to acquire over 60% stake in Tohato |url=https://www.japantimes.co.jp/news/2006/07/03/national/yamazaki-baking-to-acquire-over-60-stake-in-tohato/ |access-date=14 December 2019 |publisher=The Japan Times |date=6 July 2006}}</ref>

===Advertisement campaign===

Tohato launched two new snacks brands, "Tyrant Habanero Burning [[Hell]] Hot" and "[[Satan]] Jorquia Bazooka Deadly Hot" in 2007 in an [[engagement marketing]] campaign, by combining multiplayer online gaming with advertising on a mobile phone. Customers were encouraged to join nightly battles at 4AM in a virtual game, on behalf of either snack brand, to determine the winner of the "World's Worst War". The campaign was designed by Japanese ad agency Hakuhodo and won the Yellow Pencil award at the annual D&AD advertising awards ceremony where mobile ads were recognized for the first time in May 2008.<ref>{{cite magazine|url=https://www.wired.com/2008/05/spicy-snack-gam/|magazine=Wired|title=Snack Armies Wage War in Mobile Game|last1=Snow|first1=Jean|access-date=August 18, 2016}}</ref>


==Products==
==Products==


*[[All Raisin (Cookie)|All Raisin]]<ref>{{Cite web|url=http://gigazine.net/news/20130917-tohato-all-raisin-granola/|title=レーズン・マンゴー・クランベリー・パイン入りの「オールレーズングラノーラ」を食べてみた|date=17 September 2013 }}</ref>
*[[All Raisin (Cookie)| All Raisin]]
*[[Beano (Japanese snack)|Beano]]<ref>{{Cite web | url=http://makernews.biz/201606036552-27/ | title=東ハト／期間限定「ビーノ　あらびき黒胡椒味」 | trans-title=Tohato/Limited time “Vino Arabiki Black Pepper Flavor” | archive-url=https://web.archive.org/web/20160604220151/http://makernews.biz/201606036552-27/ | archive-date=2016-06-04 | language=ja |website=makernews.biz}}</ref>
*[[Beano (Japanese snack)|Beano]]
*[[Bōkun Habanero]]
*[[Bōkun Habanero]]
*[[Caramel corn]]<ref>{{Cite web|url=http://archives.sfweekly.com/foodie/2009/04/20/snacktion-tohatos-caramel-corn|title = Snacktion: Tohato's Caramel Corn}}</ref><ref>{{Cite web|url=http://www.goodfood.com.au/eat-out/news/just-open-eat-asia-at-daiso-sydney-cbd-20151119-gkzuvy.html|title=Just Open: Eat Asia at Daiso, Sydney CBD|date=16 November 2015}}</ref><ref>{{Cite web|url=http://sweets.seriouseats.com/2012/08/japanese-snacks-tohatos-choco-crunch-caramel-corn-review.html|title=Dessert Recipes}}</ref>
*[[Caramel Corn]]
*ふわ丸 ([[Fuwamaru]]) [[Ninja]] snack<ref>{{Cite web|url=http://gigazine.net/news/20080310_ninjya_snack/|title = ふわっと消える「忍者スナック ふわ丸」を食べてみたでござるの巻| date=10 March 2008 }}</ref>
*[[Harvest (Cookie)|Harvest]]
*[[Harvest (Cookie)|Harvest]]<ref>{{Cite web|url=http://www.nikkei.com/article/DGXLASFL20H5U_Y6A720C1000000/|title = スイートポテト風味の薄焼きビスケット 東ハト|date = 28 July 2016}}</ref>
*[[Poteco]]
*[[Poteco]]<ref>{{Cite web|url=https://news.nissyoku.co.jp/news/detail/?id=TREND20160729112527164&cc=08&ic=060|title = 「ポテコ しおバター味」発売（東ハト）}}</ref>
*[[Chokobi]] (チョコビ)<ref>{{Cite web|url=http://www.j-cast.com/2007/11/02012842.html|title = 「チョコビ」かじって「噛まれたら負け」のゲーム バンダイ|date = 2 November 2007}}</ref>

==References==
{{Reflist}}

⚫
==External links==
⚫
* {{in lang|ja}} [http://tohato.jp/ Tohato official site]


{{Authority control}}
⚫
==External link==
⚫
* {{ja icon}} [http://tohato.jp/ Tohato official site]


[[Category:Food companies of Japan]]
[[Category:Food and drink companies based in Tokyo]]
[[Category:Food and drink companies established in 2003]]
[[ja:東ハト]]
[[Category:Japanese companies established in 2003]]
[[Category:Confectionery companies of Japan]]




Latest revision as of 19:01, 2 April 2024

Tohato Inc.
Native name
Japanese name
Kanji株式会社東ハト
Transcriptions
Revised HepburnKabushiki-gaisha Tōhato
Websitetohato.jp

Tohato Inc. (株式会社東ハト, Kabushiki-gaisha Tōhato) is a Japanese food company that specializes in snack food.[1] They are known for their variety of the caramel corn snack, manufactured since 1971.[2][3][4][5]

Company history

[edit]

In March 2003, Tohato applied for court protection from creditors after the failed operation of a golf course started during the asset-inflated bubble period. Following that, Unison Capital and Bandai acquired Tohato's confectionary business and set up a new company under the name of Tohato to turn its operations around.[5]

[edit]

Tohato launched two new snacks brands, "Tyrant Habanero Burning Hell Hot" and "Satan Jorquia Bazooka Deadly Hot" in 2007 in an engagement marketing campaign, by combining multiplayer online gaming with advertising on a mobile phone. Customers were encouraged to join nightly battles at 4AM in a virtual game, on behalf of either snack brand, to determine the winner of the "World's Worst War". The campaign was designed by Japanese ad agency Hakuhodo and won the Yellow Pencil award at the annual D&AD advertising awards ceremony where mobile ads were recognized for the first time in May 2008.[6]

Products

[edit]

References

[edit]
  1. ^ "Company Overview of Tohato Inc". bloomberg.com. Bloomberg. Retrieved August 18, 2016.
  2. ^ Choi, Mary H.K. (7 December 2009). "Gluttony, with Mary HK Choi: Tohato Caramel Corn". theawl.com. The Awl. Retrieved 14 December 2019.
  3. ^ "Snacking through Japan: Tohato Caramel Corn". tokyocreative.com. Tokyo Creative. Retrieved 14 December 2019.
  4. ^ Dulik, Gracie. "Japanese Snacks: Tohato's Caramel Corn, a Different Kind of Caramel Corn". seriouseats.com. Serious Eats. Retrieved 14 December 2019.
  5. ^ a b "Yamazaki Baking to acquire over 60% stake in Tohato". The Japan Times. 6 July 2006. Retrieved 14 December 2019.
  6. ^ Snow, Jean. "Snack Armies Wage War in Mobile Game". Wired. Retrieved August 18, 2016.
  7. ^ "レーズン・マンゴー・クランベリー・パイン入りの「オールレーズングラノーラ」を食べてみた". 17 September 2013.
  8. ^ "東ハト／期間限定「ビーノ　あらびき黒胡椒味」" [Tohato/Limited time “Vino Arabiki Black Pepper Flavor”]. makernews.biz (in Japanese). Archived from the original on 2016-06-04.
  9. ^ "Snacktion: Tohato's Caramel Corn".
  10. ^ "Just Open: Eat Asia at Daiso, Sydney CBD". 16 November 2015.
  11. ^ "Dessert Recipes".
  12. ^ "ふわっと消える「忍者スナック ふわ丸」を食べてみたでござるの巻". 10 March 2008.
  13. ^ "スイートポテト風味の薄焼きビスケット 東ハト". 28 July 2016.
  14. ^ "「ポテコ しおバター味」発売（東ハト）".
  15. ^ "「チョコビ」かじって「噛まれたら負け」のゲーム バンダイ". 2 November 2007.
[edit]


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