LU Mikado & Go! Chocolat au Lait

Mikado is a popular snack consisting of thin, crunchy biscuit sticks dipped in chocolate, known internationally as Pocky. The product was first introduced to the European market in 1982 through a joint venture between the Japanese company Ezaki Glico and the French company LU (Lefèvre-Utile). While the concept originated in Japan with the 1966 invention of Pocky, the 'Mikado' name was chosen specifically for Europe, inspired by the stick-throwing game of the same name.

Currently, the brand is managed under a licensing agreement where Mondelez International (which acquired LU's biscuit business from Danone in 2007) manufactures and distributes the product across Europe. Production is primarily centered in France, notably at the Cestas plant in the Gironde region, which produces billions of sticks annually to satisfy demand across the continent. Although the brand has a Japanese heart, it has become a staple of French and European snacking culture.