Mikado chocolate biscuit sticks

Mikado is a popular European brand of chocolate-coated biscuit sticks, which is actually the regional version of the famous Japanese snack 'Pocky'. The product was originally created by Ezaki Glico in Japan in 1966. Its European name, Mikado, is inspired by the traditional game of pick-up sticks, which the snack resembles.

In Europe, the brand is managed through a long-standing strategic partnership between the Japanese company Ezaki Glico and the French biscuit brand LU (Lefèvre-Utile). While the original technology and concept are Japanese, the manufacturing for the European market is heavily concentrated in France, specifically at the Cestas factory near Bordeaux. This localization allows the product to satisfy European food standards and logistical requirements.

Following the acquisition of the LU brand from Danone in 2007, the ultimate ownership and distribution of Mikado in Europe consolidated under the American multinational Mondelēz International. This unique arrangement makes Mikado a blend of Japanese innovation and Western corporate management.