What Hethstia does

Hethstia is a privately held Chinese food processing company headquartered in Leshan, Sichuan, specializing in konjac (glucomannan)-based products. The company operates as a brand subsidiary of Sentaiyuan Biotechnology Co Ltd and runs what it describes as the largest konjac plantation in Asia, comprising 33+ million square meters of conventional farmland and 250,000+ square meters of organic farmland, supplying 10 manufacturing lines and an in-house packaging materials factory. Its product portfolio spans six categories: wet konjac noodles (Original, Oat, and Organic SKUs in eight shapes), dry konjac pasta and shirataki rice, instant konjac cup noodles and ready salads, high-protein ramen and udon noodles (with pea and chickpea protein), drinkable konjac jelly with Vitamin C and collagen variants, and konjac glucomannan powder offered in food-additive and direct-consumption grades.

The company's core technology centers on vertical-integration-driven konjac processing, including proprietary odor-free methods and an in-house R&D capability that has reduced calorie content from 9 to 6 calories per serving in its high-protein noodle line. Products are positioned for weight management, diabetic-friendly, keto, gluten-free, and fitness-oriented consumers, with regulatory certifications including IFS, BRC, KOSHER, HALAL, and HACCP.

Hethstia's business model combines B2B distribution (a low-MOQ distributor program targeting store owners, e-commerce sellers, and business starters, plus bulk wholesale to foodservice) with direct-to-consumer retail through its own e-commerce storefront and dedicated Amazon marketplace presence. Products are exported to over 100 countries across Europe, the Americas, Asia, and Africa. Pricing is quote-based and not publicly disclosed; the company emphasizes flexible MOQs and customization services for partners, and brand-level testimonials cite long-tenured distributor relationships in the US and Canada. The company was founded in 1985 and operates with 101–250 employees; the founder is Liu Lei.

Name

Hethstia

Legal name

Hethstia

Website

https://hethstia.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Hethstia is a Chinese food processor producing konjac-based noodles, rice, pasta, jelly, and glucomannan powder. The company serves global distributors, e-commerce sellers, and health-conscious consumers across 100+ countries, leveraging vertical integration from its 33+ million square meter farm in Sichuan.

Ownership category

akta.pro rank

Product category

Konjac Food Manufacturing

NAICS

Food Manufacturing (311), Cookie, Cracker, and Pasta Manufacturing (31182), Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Konjac Glucomannan (Tubers; High-Viscosity/Gelling) (AFAJABAI)

akta.pro secondary industries

Pasta Manufacturing (dry, fresh, filled) (AFAKABAB), Noodle Manufacturing (instant, ramen, rice noodles) (AFAKABAC), Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK), Kombucha & Other Fermented Non-Alcoholic Beverages (AFAFABAK)

Keywords

• Konjac noodles
• Shirataki pasta
• Low-carb food
• Glucomannan powder
• High-protein ramen

Headquarters

HQ city

Leshan

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Konjac Food Products Wholesale: Bulk wholesale orders of konjac noodles, rice, pasta, and konjac powder to distributors and business customers. Flexible pricing for small orders with low MOQs and large bulk orders with significant discounts. Production can begin within 3 days of order.
2. Retail E-commerce Sales: Direct retail sales through company website and Amazon marketplace to end consumers. Products include wet konjac noodles, dry products, instant konjac series, high-protein instant ramen, drinkable konjac jelly.
3. Distributor Program: Partnership model where distributors receive brand reputation, marketing support, package design, and low MOQ benefits. Distributors include store owners, e-commerce business owners, and business starters.
4. Customized Product Manufacturing: Custom Konjac food manufacturing services where partners provide insights and specifications. Hethstia develops and produces customized products based on partner requirements.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Hethstia manufactures and sells konjac-based food products, including wet konjac noodles (spaghetti, fettuccine, rice, udon, lasagna), dry konjac pasta, high-protein pasta, dried shirataki rice, instant cup noodles, high-protein ramen, drinkable konjac jelly, and konjac glucomannan powder (food-additive and direct-consumption grades). Products are sold wholesale to distributors, restaurants, and food manufacturers, and directly to consumers via the company website and Amazon.

Product overview

Hethstia is a healthy food brand specializing in konjac-based and high-protein products for weight management and dietary nutrition. The product portfolio centers on Wet Konjac Noodles (Original, Oat, and Organic varieties in shapes including Angel Hair, Spaghetti, Fettuccine, Lasagna, Rice, Knot, Udon, and Pearl) and extends to Dry Konjac Products (Dry Pasta, High Protein Pasta, Dried Shirataki Rice), Instant Konjac Noodles (Cup Noodles, Instant Rice, Ready Salads), High Protein Ramen (bag and cup formats in multiple Asian flavors), Konjac Jelly (drinkable snacks in nine fruit flavors with Vitamin C), and Konjac Flour (both food additive grade and direct consumption grade glucomannan powder). All products emphasize low-calorie, low-carb, gluten-free, and fiber-rich nutritional profiles derived from konjac root (glucomannan) and plant-based proteins.

Differentiator

Problem solved

Functional benefit

Products and services

• Wet Konjac Noodles Pre-cooked, ready-to-heat konjac noodles in shapes including Angel Hair, Spaghetti, Fettuccine, Lasagna, Rice, Knot, Udon, and Pearl. Made from konjac flour with 6 calories per serving, gluten-free, and fiber-rich; sold to distributors, retailers, and end consumers.
• Dry Konjac Pasta Dehydrated konjac pasta available in Original, Carrot, Oat, and Seaweed flavors. Shelf-stable with 24-month shelf life; requires cooking before consumption.
• High Protein Pasta Protein-enriched pasta made from pea protein and chickpea for fitness enthusiasts and low-carb consumers, with higher protein and lower carbs than traditional pasta.
• Dried Shirataki Rice Dehydrated rice substitute made from konjac flour, available in Red Rice, Corn Rice, Black Rice, and standard Dry Konjac Rice varieties.
• Instant Cup Noodles Ready-to-eat cup noodle format with Asian flavors including Tom Yum, Red Curry, Miso, Kimchi, and multiple Pho varieties (Chicken, Beef, Spicy Curry, Laksa, Miso). Contains konjac noodles with sauce and vegetables.
• Instant Dry Konjac Rice Quick-prepare rice substitute in Japanese Soy Sauce, Sesame Teriyaki, and Singapore Curry Paste flavors, ready in minutes with hot water.
• Ready Salad Pre-prepared konjac noodle salads in Vinaigrette, Wasabi, and Sesame flavors in a ready-to-eat convenience format.
• High Protein Ramen (Bag and Cup) Instant ramen with enhanced protein content in Chicken, Beef, Pork Tonkotsu, Spicy Kimchi, and Spicy Curry flavors, available in bag and single-serve cup formats with lower calories than traditional instant ramen and added plant protein.
• High-Protein Udon Noodles Thick, protein-enriched udon-style noodles in Plain, Beef, Chicken, Tonkotsu, and Curry flavors, combining konjac with enhanced protein for a heartier noodle experience.
• Konjac Jelly Drinkable fiber-rich jelly snacks in nine flavors (Peach, Orange, Mango, Lychee, Strawberry, Grape, Apple, Passion Fruit, Blueberry) with added Vitamin C and collagen peptide variants; 5 calories per pouch.
• Konjac Glucomannan Powder (Food Additive Grade) Industrial-grade konjac flour used by food manufacturers as thickener, stabilizer, and gelling agent in sauces, gravies, dairy products, and vegan gelatin alternatives. Available in food and pharmaceutical grades with IFS, BRC, KOSHER, HALAL, and HACCP certifications.
• Konjac Glucomannan Powder (Direct Consumption Grade) Consumer-grade konjac powder for direct consumption as meal replacement or dietary supplement, available in Original, Matcha, Mango, Blueberry, and Peach flavors; used in health foods, beverages, and cosmetics.

Quantifiable outcome

• Only 6 calories per serving for original konjac products
• +4 more outcomes

Named customers4 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Sentaiyuan Biotechnology Co. LtdcoreOthersParent company of Hethstia brand. LinkedIn profile shows this as the company entity behind the Hethstia brand. Located in Sichuan, China.
• AmazoncoreChannel Partner/ Reseller/ DistributorHethstia maintains a dedicated Amazon store page (Hethstia Amazon Store) for retail sales. Products sold include konjac noodles, pasta, and rice. Amazon reviews and customer testimonials featured prominently.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Miracle Noodle: US-based direct-to-consumer shirataki/konjac noodle and rice brand. Closely comparable to Hethstia in core product (konjac noodles, pasta, rice) and target customer (low-carb, keto, gluten-free). Both sell wet shirataki SKUs through e-commerce and retail channels.
• Better Than Foods (Better Than Noodles / Better Than Rice): Australia/US shirataki noodle and rice brand. Competes head-to-head with Hethstia in konjac-based low-carb pasta substitutes sold through grocery and online.
• Eat Water Pasta: UK-based shirataki noodle brand with broad retail distribution in Europe. Directly comparable as a konjac-noodle consumer brand targeting weight-management and diabetic consumers.
• Slendier: Australian-owned konjac pasta, rice, and noodle brand with global distribution. Direct competitor in the same shirataki/low-carb category as Hethstia, including supermarket listings in Europe and Asia.
• Zeroodle (Skinny Food Company): UK low-calorie konjac noodle and pasta brand under The Skinny Food Company. Comparable to Hethstia's wet konjac noodle SKUs and same diabetic/keto/low-carb target customer.
• Hubei Yongan Konjac Co. Chinese konjac product exporter producing glucomannan powder, konjac noodles, and rice. Directly comparable vertically integrated Asian konjac manufacturer serving B2B and B2B2C channels.
• Konjac Foods (Imported): Canada-based shirataki/konjac product distributor and importer selling noodles, rice, and tofu under multiple SKUs. Comparable consumer-facing konjac brand serving the North American market like Hethstia.

Emerging players

• Hunan Huarui Konjac (Huarui): Hunan-based Chinese konjac food manufacturer producing konjac noodles, rice, and ingredients. Comparable to Hethstia as a domestic Chinese konjac producer targeting both domestic and export markets.
• Yorkshire Pasta (Low-Carb Pasta Range): UK pasta maker with a low-carb/chickpea pasta range. Compares to Hethstia's high-protein pasta and dry konjac pasta as adjacent low-carb, high-fibre pasta substitution options.
• Banza (Chickpea Pasta): US chickpea-based pasta and rice brand. Adjacent competitor in the low-carb/high-protein pasta category where Hethstia is expanding with high-protein pasta and konjac-based lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hethstia
• YouTubeyoutube.com/@Hethstia
• Facebookfacebook.com/HethstiaKonjacfood
• LinkedInlinkedin.com/company/sentaiyuan-biotechnology-co-ltd
• Instagraminstagram.com/hethstiastore

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hethstia