Mikado White Chocolate biscuits

Mikado is a popular European brand of chocolate-coated biscuit sticks, representing the regional version of the famous Japanese snack 'Pocky'. The product was originally created by Ezaki Glico in Japan in 1966. Its European journey began in 1982 through a strategic joint venture between the Japanese company Ezaki Glico and the French biscuit brand LU (Lefèvre-Utile). The name 'Mikado' was chosen for the European market, inspired by the traditional pick-up sticks game.

While the original technology and concept are Japanese, manufacturing for the European market is heavily concentrated in France, specifically at the Cestas factory near Bordeaux. This facility produces billions of sticks annually to meet European food standards and consumer demand. In 2007, following the acquisition of the LU brand from Danone, the ultimate ownership and distribution of Mikado in Europe shifted to the American multinational Mondelez International. Today, the brand stands as a unique blend of Japanese innovation and Western corporate management, continuing to expand its variety of flavors including the popular white chocolate variant seen here.