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Women, diversity behind Calbee's granola success

Granola, which combines roasted grains with dry fruits, is sold by Calbee under the brand name Frugra.

Ms Aboshi is credited with breathing life into the company's granola sales.


CALBEE Inc's granola snack had been around for 20 years, with no real change to its recipe or sales. Then, a female marketing executive turned things around by pitching the cereal as a time-saver for a growing class of Japanese consumers just like her: working mothers.


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