Glico Mikado Chocolat Noir

Mikado is the European trade name for the world-famous Japanese snack known as Pocky. These thin, crunchy biscuit sticks dipped in chocolate (leaving a small portion uncoated at the bottom to stay clean) were originally created in Japan by Ezaki Glico in 1966. The name 'Mikado' refers to the traditional European game of pick-up sticks, which the snack closely resembles.

In Europe, the brand is managed through a strategic partnership between the Japanese company Ezaki Glico and the French biscuit brand LU (Lefèvre-Utile). While the core concept and technology are Japanese, the production for the European market is heavily centralized in France to cater to local tastes and distribution logistics. This allows the product to carry both the Glico and LU logos.

Today, the brand's ultimate ownership for the European market falls under Mondelēz International, which acquired the LU brand from Danone in 2007. This makes Mikado a unique blend of Japanese innovation and Western manufacturing and corporate ownership, marketed as a premium chocolate snack across continental Europe.