How we did it
In 2012, Kikkoman partnered with Acosta to achieve a clear goal: expand its distribution from regional to national status at Whole Foods Market (WFM). Despite its strong brand in Asian condiments, Kikkoman faced limited reach, with promotions often yielding negative ROI due to high trade promotion rebate (TPR) fees. For over seven years, they were unable to secure a category review meeting, hindering their ability to expand distribution.
The turning point came when Acosta leveraged custom Nielsen data to build a compelling case for Kikkoman’s national expansion. Armed with data-driven insights, we demonstrated the brand’s potential to drive category growth at Whole Foods, a highly competitive and premium retail environment.
Our team held four annual meetings with the Category Merchant, working diligently to build relationships and keep Kikkoman top of mind. Our persistence paid off, securing Kikkoman’s national distribution across Whole Foods’ 510 stores.
Kikkoman now boasts six SKUs in national distribution at Whole Foods Market. In one year, it experienced double-digit growth, with a +95% increase in dollar sales and +76% in units. Its promotion calendar expanded to four to five TPR promotions per year, further cementing its presence at WFM.
Kikkoman is now the #2 best-selling soy sauce brand at Whole Foods Market and ranks #1 in unit sales per point of distribution (PPD) performance. Kikkoman is the #2 best-selling Asian brand at Whole Foods, excluding private label products.
Kikkoman’s journey highlights the power of persistence, relationship-building, and data-driven strategy. Through our decade-long partnership, Acosta helped Kikkoman overcome years of limited distribution, turning them into a national player with growing market share at Whole Foods Market.
“Kikkoman has seen double digit growth at Whole Foods with impeccable leadership and support from the Acosta Impact team. We look forward to continued success!”
Dave Vollebregt
VP and National Sales Manager, Kikkoman
