Pocky, the iconic Japanese snack consisting of biscuit sticks coated in chocolate (or other flavors), enjoys global popularity. But its name isn’t always consistent across different regions. So, what’s the story in the United Kingdom? Does Pocky go by its original moniker, or does it have a different identity?
Pocky in the UK: A Name Game
The answer isn’t as straightforward as you might think. While “Pocky” is indeed available in the UK, it’s not the primary name you’ll find on store shelves. Instead, the dominant name is Mikado.
This name change isn’t arbitrary. It’s rooted in the historical and marketing decisions of the manufacturer, Ezaki Glico. Understanding why Pocky became Mikado in the UK requires a dive into the snack’s international journey.
The Global Reach of Pocky
Pocky’s success story began in Japan in 1966. The snack quickly captivated the Japanese market with its simple yet satisfying combination of a crispy biscuit and smooth chocolate. From there, its popularity spread across Asia and eventually to the rest of the world.
However, as Pocky ventured into new territories, Glico faced the challenge of adapting the brand to suit local tastes and cultural sensitivities. This sometimes involved changing the name.
Why the Name Change? The Mikado Connection
So, why Mikado in the UK? The reasons are multifaceted, potentially involving trademark considerations, existing brand names, and marketing strategies specific to the UK market.
One plausible explanation revolves around the existing trademark landscape. It’s possible that the name “Pocky” was already trademarked or closely resembled an existing trademark in the UK, prompting Glico to seek an alternative.
Another factor could be marketing. “Mikado” might have been deemed more appealing or easier to pronounce for the UK consumer base at the time of its introduction. There might have been a perceived better fit with the snacking habits and preferences of the British public.
Understanding the Impact of Branding
Branding is crucial for any product’s success. A well-chosen name can significantly impact consumer perception and brand recognition. Glico likely conducted market research and analysis before settling on “Mikado” for the UK market.
Other Names Around the World
It’s worth noting that the UK isn’t the only region where Pocky goes by a different name. In some European countries, particularly in parts of continental Europe, you might also find it sold as Mikado. This suggests a broader European marketing strategy behind the name change.
Finding Pocky (or Mikado) in the UK
If you’re in the UK and craving a chocolate-covered biscuit stick, you’ll likely find it under the Mikado label. You can find Mikado in most major supermarkets, convenience stores, and online retailers. Both original chocolate and other flavor variations are usually available.
However, it’s not uncommon to find Pocky also sold, especially in Asian supermarkets or online specialty stores. This reflects the growing globalization and increasing availability of international snacks.
Where to Buy: A Quick Guide
Look for Mikado in the biscuit or confectionery aisle of your local supermarket. Major retailers like Tesco, Sainsbury’s, Asda, and Morrisons typically stock Mikado. Online retailers like Amazon and Ocado also offer a wide selection.
If you’re specifically looking for Pocky, check out Asian supermarkets or online stores specializing in Japanese and other international foods.
The Taste Test: Is There a Difference?
While the name differs, the actual product is essentially the same. Both Pocky and Mikado are manufactured by Ezaki Glico and feature the same signature biscuit stick and chocolate coating.
The recipe, ingredients, and manufacturing process are generally consistent, so you can expect the same familiar taste and texture regardless of the name on the package. Any perceived differences are likely due to variations in regional distribution or individual batches rather than inherent differences between Pocky and Mikado.
Popular Flavors and Varieties
Whether you call it Pocky or Mikado, the snack comes in a wide array of flavors and varieties. While the classic chocolate flavor remains the most popular, you can also find strawberry, cookies and cream, almond, matcha (green tea), and many other exciting options.
Beyond Chocolate: Exploring the Flavor Spectrum
The range of flavors reflects Glico’s commitment to innovation and catering to diverse consumer preferences. Seasonal and limited-edition flavors are also frequently introduced, adding to the excitement and variety.
Pocky/Mikado in Pop Culture
Pocky (and Mikado) has transcended its status as a simple snack and has become a cultural phenomenon. It appears in anime, manga, video games, and other forms of media, often as a symbol of friendship, sharing, and fun.
The Pocky Game: A Social Connection
The “Pocky Game,” where two people simultaneously eat a stick of Pocky from opposite ends, is a popular social activity, especially among younger generations. This playful interaction has further cemented Pocky’s place in popular culture.
The Future of Pocky/Mikado in the UK
The future of Pocky/Mikado in the UK appears bright. The snack’s enduring popularity and Glico’s continued innovation suggest that it will remain a beloved treat for years to come.
Whether it continues to be primarily known as Mikado or whether Pocky gains more prominence in the UK market remains to be seen. However, one thing is certain: the delicious combination of biscuit and chocolate will continue to delight snack enthusiasts across the country.
Pocky, Mikado and Global Branding
The Pocky/Mikado story is a compelling example of how global brands adapt to different markets. It demonstrates the importance of understanding local preferences, navigating trademark issues, and crafting effective marketing strategies.
Learning from International Expansion
Glico’s experience with Pocky provides valuable lessons for other companies seeking to expand their reach internationally. It highlights the need for flexibility, cultural sensitivity, and a willingness to adapt the brand to resonate with local consumers.
While the name may change depending on where you are, the appeal of this snack is undeniable.
Conclusion: The UK’s Chocolate Biscuit Stick
So, to reiterate, in the UK, Pocky is primarily known as Mikado. While Pocky-branded products are available, Mikado is the more prevalent name you’ll encounter in most stores. Regardless of the name, the product remains the same delightful combination of a crisp biscuit stick and a smooth chocolate coating. Whether you’re a long-time fan or a newcomer to the world of chocolate-covered biscuit sticks, be sure to give Pocky (or Mikado) a try! You might just discover your new favorite snack. Remember to look for the Mikado branding when shopping in most UK supermarkets.
What is Pocky called in the UK?
In the United Kingdom, Pocky is typically sold under the same name, “Pocky.” You will find it labelled as “Pocky” in most stores that stock it, including Asian supermarkets, import shops, and occasionally larger supermarkets that have sections dedicated to international snacks.
However, there’s a subtle difference in consumer perception. While officially called “Pocky,” some British consumers, especially those less familiar with Asian confectionery, might generically refer to similar products as “chocolate sticks” or “biscuit sticks with chocolate.” This is because there are also other brands that offer similar products, contributing to the general descriptive term rather than the specific brand name recognition.
Why isn’t Pocky more widely known in the UK under a different name?
Pocky’s parent company, Glico, chose to maintain the established brand name “Pocky” globally to leverage its existing brand recognition and avoid the costs associated with creating and marketing a completely new brand identity for the UK market. This strategy aims for consistency and allows the brand to benefit from its existing reputation.
Furthermore, the UK market, while receptive to new products, already has established biscuit and confectionery brands. Introducing a new name would require significant marketing efforts to build awareness and preference, which could be less efficient than simply introducing “Pocky” with minimal rebranding. They likely focus on targeted marketing through specific retailers and online channels to reach their core consumer base.
Where can I buy Pocky in the UK?
Pocky is primarily found in Asian supermarkets and import shops located throughout the UK. These stores often specialize in international foods and snacks, and they are the most reliable places to find a variety of Pocky flavors and sizes. Many large cities, such as London, Manchester, and Birmingham, have numerous such stores.
Increasingly, Pocky is also available in the international sections of larger supermarkets, such as Tesco, Sainsbury’s, and Waitrose. Additionally, online retailers like Amazon and specialist confectionery websites offer a wide selection of Pocky, often with the added benefit of home delivery. Checking online availability before visiting a physical store is always a good idea.
Are there UK-specific Pocky flavors available?
While Glico maintains core Pocky flavors available globally, including chocolate and strawberry, they sometimes release limited edition or regional variations. However, there isn’t a consistent stream of Pocky flavors specifically tailored and exclusive to the UK market in the same way that might happen in Japan or other Asian countries.
You might occasionally find limited-time promotions or variations specifically targeted at the European market, which would include the UK. The best way to stay informed about these limited releases is to follow Asian supermarket social media accounts or check online confectionery news sites that cover international snacks.
Is there a UK-made version of Pocky, or is it all imported?
As of now, Pocky sold in the UK is generally imported, primarily from countries in Asia where Glico has established production facilities. The UK doesn’t currently have a dedicated Pocky manufacturing plant.
The packaging will usually indicate the country of origin. While it’s conceivable that Glico might consider establishing a production facility in the UK in the future if demand significantly increases, there are no public announcements or indications of such plans at present. Importing the product remains the most cost-effective strategy for the company.
Are there any popular Pocky alternatives sold in the UK?
Yes, several similar products are available in the UK market that can be considered alternatives to Pocky. These include Mikado, which is perhaps the most well-known, and other own-brand chocolate-covered biscuit sticks sold in supermarkets.
Mikado is produced by LU (a brand of Mondelez International) and is readily available in most supermarkets and convenience stores. While the concept is similar, there are differences in the biscuit texture, chocolate quality, and overall sweetness. The best alternative will depend on individual preferences.
Is Pocky considered an everyday snack in the UK?
While Pocky is certainly available in the UK, it wouldn’t generally be considered an “everyday snack” in the same way as a Kit Kat or a bag of crisps. Its primary market penetration is within specific demographics interested in international foods, or those who have encountered it through travel or cultural exchange.
Its accessibility is primarily limited to specialized retailers or the international sections of larger supermarkets. This limited availability and relatively higher price point compared to domestically produced snacks contributes to it being seen as a more niche or occasional treat rather than a staple item for many British consumers.