Oyatsu

What Oyatsu does

Oyatsu Company, Ltd. (株式会社おやつカンパニー) is a privately held Japanese snack food manufacturer founded on September 3, 1948, and headquartered in Tsu, Mie Prefecture, Japan. The company is best known for its flagship Baby-Star Ramen Snack brand, launched in 1959, which is a crispy, hand-held ramen-flavored snack produced by an upcycling manufacturing process that transforms ramen production byproducts into finished snack products. Oyatsu operates a 251-500 employee organization with seven branch offices across Japan (Sapporo, Sendai, Tokyo, Nagoya, Osaka, Okayama, Fukuoka) and a main production facility in Mie Prefecture, generating revenue exclusively from the Japanese domestic market.

The product portfolio spans four main categories: (1) the Baby-Star brand family (Baby-Star Ramen, Dodekai Ramen, Ramen Maru cup-style snack, Ramen Otosami drinking-occasion variant, and regional specialty flavors); (2) the Butamen pork-bone ramen snack brand; (3) pan-snack products (French Rusk, France Bread Workshop, Taku Bar); and (4) other snacks (Potato Maru, Sakumaro). A growing Wellness Series includes BODY STAR protein snacks, 'Power of Snacks' wellness messaging, and the Sozai Ichiba seafood snack line built on underutilized fish species, the last of which has been recognized with a Ministry of Agriculture, Forestry and Fisheries (MAFF) FOOD SHIFT Selection Excellent Award. Distribution is national, covering 7-Eleven, FamilyMart, and Lawson convenience stores, supermarket chains, highway service areas, tourist attractions, and owned Rakuten/Amazon e-commerce storefronts, with no disclosed foreign revenue.

The business model is high-volume, low-price consumer packaged goods, with revenue derived from wholesale and direct-to-consumer product sales at unstated price points. Oyatsu pursues a character-and-IP-led GTM motion, running continuous limited-edition collaborations with major Japanese IPs (Chiikawa, Pokemon, Detective Conan, Sanrio) and regional restaurant brands, supplemented by proof-of-purchase campaigns, social media presence across Facebook, X, Instagram, and YouTube, and a proprietary 'Baby-Star Company' fan community. In December 2025, the company entered a capital and business partnership with fellow snack manufacturer Yama Yosh Seika, marking its first disclosed equity-style strategic alliance. The company is led by President & CEO Yokoyama Masashi (横山正志), with no disclosed parent company, external investors, or public listing.

Name

Oyatsu

Legal name

株式会社おやつカンパニー

Website

https://oyatsu.co.jp

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

251–500 employees

Short description

Oyatsu Company is a privately held Japanese snack food manufacturer (founded 1948, HQ Tsu, Mie) best known for its flagship Baby-Star Ramen Snack brand launched in 1959, producing crispy upcycled ramen-style snacks distributed nationwide through convenience stores, supermarkets, and e-commerce to mass-market Japanese consumers.

Ownership category

akta.pro rank

Product category

Snack Food Manufacturing

NAICS

Other Snack Food Manufacturing (311919), Cookie, Cracker, and Pasta Manufacturing (31182)

SIC

Cookies & Crackers (2052), Food And Kindred Products (2000)

akta.pro primary industry

Pretzels & Savory Baked Snacks Manufacturing (AFAKAIAD)

akta.pro secondary industries

Noodle Manufacturing (instant, ramen, rice noodles) (AFAKABAC), Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG)

Keywords

• Snack food manufacturing
• Ramen-style snacks
• Upcycled food products
• Regional flavor snacks
• Protein snack products

Headquarters

HQ city

Tsu

HQ country

Japan

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Snack Food Manufacturing and Sales: Oyatsu manufactures and sells a wide range of snack products including Baby-Star Ramen Snacks, Butamen cup noodles, French bread snacks, and wellness products. Revenue comes from wholesale distribution to convenience stores, supermarkets, and specialty retailers across Japan.
2. E-commerce Direct Sales: The company operates online shops through Rakuten and Amazon marketplaces, selling products including online-exclusive larger sizes and specialty items not available in retail stores.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Oyatsu Company (おやつカンパニー) is a Japanese snack food manufacturer that produces and sells ready-to-eat ramen-style crispy snacks. Its flagship Baby-Star Ramen brand, launched in 1959, was originally created by upcycling ramen production byproducts into affordable, hand-held savory snacks. The company also markets Butamen, French Rusk, France Bread Workshop, Taku Bar, Potato Maru, Sakumaro, and a wellness series including protein and seafood-based snacks, distributing through convenience stores, supermarkets, e-commerce, and tourist venues across Japan.

Product overview

Oyatsu Company (おやつカンパニー) is a Japanese snack food manufacturer founded in 1948, specializing in ready-to-eat ramen-style crispy snacks. The core product line centers on the Baby-Star Ramen (ベビースターラーメン) brand, a long-selling snack since 1959 that transformed ramen production byproducts into popular snacks. The portfolio is organized into four main categories: (1) Baby-Star Brand featuring the original ramen snack, Dodekai Ramen (extra-crispy wider noodles), Ramen Maru (cup-style bite-sized pieces), and regional specialty flavors; (2) Butamen (pork bone ramen snack brand); (3) Pan Snack products including French Rusk, France Bread Workshop, and Taku Bar brands; and (4) Other snacks such as Potato Maru and Sakumaro. Additionally, the company offers a Wellness Series (ウェルネスシリーズ) including BODY STAR/PROTEIN SNACK for protein-enriched snacking, 'Power of Snacks' wellness messaging, and the Sozai Ichiba (Ingredient Market) line featuring healthy seafood-based snacks. Products are primarily distributed through convenience stores, supermarkets, and e-commerce channels.

Differentiator

Problem solved

Functional benefit

Brands

• Baby-Star: The flagship brand featuring ramen-style snack products including Baby-Star Ramen Snack, launched in 1959. Multiple product variations including regular, big, regional flavors, and limited editions.
• Butamen
• French Rusk
• French Bread Workshop
• Potato Maru
• Sakumaro
• BODY STAR / Protein Snack
• Power of Snacks
• Ingredient Market

Products and services

• Baby-Star Ramen (ベビースターラーメン) The flagship crispy ramen-flavored snack since 1959, featuring chicken and soy sauce flavors in various sizes from mini to big packs. Available in multiple varieties including original, yakisoba, and regional specialty flavors. Targeted at general consumers across Japan for everyday snacking, drinking occasions, and travel.
• Dodekai Ramen (ドデカイラーメン) Extra-crispy, wider noodle snack with a more substantial bite compared to standard Baby-Star, featuring thicker noodles with chicken soup infused into the dough. For general consumers seeking a heartier snack format.
• Ramen Maru (ラーメン丸) Cup-style ramen snack with three-stage texture (crunchy-crispy-puffy) achieved by compressing flavored noodles into bite-sized pieces, featuring various regional ramen flavors. For general consumers.
• Ramen Otosami (ラーメンおつまみ) Ramen snack designed for pairing with alcoholic beverages, combining noodles with peanuts or other toppings for a drinking companion experience. For adult consumers.
• Regional Baby-Star (ご当地ベビースター) Regional specialty flavor line featuring local ramen and culinary themes from various Japanese prefectures including Sapporo miso, Kobe beef, Matsusaka beef, Sanuki udon, and highway service area exclusive varieties. For regional souvenir and travel snack consumption.
• Butamen (ブタメン) Pork bone (tonkotsu) ramen-flavored snack brand with its own dedicated website and product line, offering standard and cup-style varieties. For general consumers.
• French Rusk (フレンチラスク) French bread-based crunchy snack in the pan snack category, featuring sweet and buttery rusk flavors. For general consumers.
• France Bread Workshop (フランスパン工房) Brand featuring snacks made from French bread, including rusks and chips with various seasonal and regular flavors like butter and lemon. For general consumers.
• Taku Bar (宅バル) Pan snack brand positioned for home drinking occasions, aligning with casual at-home dining culture. For adult consumers.
• Potato Maru (ポテト丸) Potato-based crispy snack featuring melt-in-mouth texture, with regular flavors like butter and limited seasonal varieties. For general consumers.
• Sakumaro (サクまろ)
• BODY STAR / PROTEIN SNACK Protein-enriched snack line under the wellness series targeting health-conscious consumers, addressing aging population and health maintenance needs.
• Power of Snacks (おやつのチカラ) Wellness-oriented snack product line emphasizing the positive aspects of snacking for health and energy. For health-conscious consumers.
• Sozai Ichiba / Ingredient Market (素材市場) Healthy seafood snack series featuring fish-based products like sardine, mackerel, shrimp, and tuna snacks, often developed with fishing industry collaborations, promoting sustainability and upcycling. For health-conscious consumers.

Quantifiable outcome

• Series cumulative sales exceeding 500 million units for select collaborations
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Yama Yosh Seika Co., Ltd. (山芳製菓株式会社)coreStrategic or Co-development Partner · 26 December 2025Capital and business partnership announced in December 2025. The partnership involves collaboration on product supply and operational matters following Yama Yosh Seika's factory operational resumption. This represents a significant strategic alliance between two Japanese snack companies.
• Japan Red Cross (日本赤十字社)minorStrategic or Co-development PartnerOyatsu donated proceeds from Noto Peninsula Earthquake Relief Project product sales to Japan Red Cross for disaster recovery support.
• WFP (World Food Programme) - Japan Association (国連WFP日本事務所)minorStrategic or Co-development PartnerParticipation in the WFP 'Red Cup Campaign' supporting school meal programs for children in developing countries. Baby-Star products contribute to this global food assistance initiative.
• Arashiden Railway (嵐電)minorStrategic or Co-development PartnerCollaboration producing limited edition Baby-Star products themed around the Arashiden Railway, promoting tourism along the Randen train line in Kyoto.
• Sapporo Sumire (札幌すみれ)minorStrategic or Co-development PartnerHokkaido Sapporo ramen famous shop 'Sumire' collaborated to create Baby-Star Miso Ramen flavor, approved by the restaurant.
• Ichirin (一幻)minorStrategic or Co-development PartnerPopular Hokkaido ramen chain 'Ichirin' collaborated on Baby-Star Ebi Miso flavor representing the restaurant's signature ebisu soup.
• Sakon (作)minorStrategic or Co-development PartnerNagoya chain 'Sakon' collaborated on Tokusa Men (特濃メン) products.
• Kaneko Hanosuke (金子半之助)minorStrategic or Co-development PartnerEdomae tempura restaurant chain headquartered in Nihonbashi, Tokyo. Collaboration on Baby-Star Ramen-Maru products inspired by the restaurant's signature flavors.
• Curry House CoCo Ichibanya (CoCo壱番屋)minorStrategic or Co-development PartnerCollaboration using CoCo Ichibanya's signature 'Tobi Spices' for limited edition Baby-Star Ramen Otoshi snacks.
• Aoki's Pizza (アオキーズ・Pizza)minorStrategic or Co-development PartnerTokai region pizza chain collaborated on Baby-Star topped pizza products for the东海地区.
• Various Izakaya Chains (酔虎伝, 八剣伝, etc.)minorStrategic or Co-development PartnerMultiple izakaya chains (醉虎伝, 八剣伝, 居心伝, 餃子食堂マルケン, ハッケン酒場) collaborated on Baby-Star menu items for limited time offerings.
• Jasmac Plaza Hotel (ジャスマックプラザホテル)minorStrategic or Co-development PartnerSapporo Susukino hotel offering Baby-Star concept rooms and collaboration fair featuring Baby-Star menu items.
• Chiikawa (ちいかわ)coreStrategic or Co-development PartnerPopular character IP collaboration on limited edition Baby-Star products featuring Chiikawa characters. Multiple flavor releases including Tan-Shio and Tonkotsu Shoyu Ramen flavors.
• Pokemon (ポケットモンスター)coreStrategic or Co-development PartnerPokemon franchise collaboration celebrating 30th anniversary of Pokemon Red/Green release, featuring partner Pokemon designs on limited edition Baby-Star packaging.
• Detective Conan (名探偵コナン)coreStrategic or Co-development PartnerDetective Conan anime collaboration for 'Detective Conan: Highway Angel' 2026 New Year special, featuring original character packaging.
• Pan Dorobou (パンどろぼう)minorStrategic or Co-development PartnerCollaboration with popular children's picture book series 'Pan Dorobou' (series cumulative 5 million copies) on Korokoro Rusk products.
• Sanrio Characters (サンリオキャラクター)coreStrategic or Co-development PartnerCollaboration featuring Sanrio characters on Butamen products, bringing together Butamen-kun mascot with Hello Kitty and friends.
• Gocco Land (ごっこランド)minorStrategic or Co-development PartnerChildhood social experience app featuring Oyatsu 'Wakuwaku Tanoshii Oyatsu Jikan' content. App reached over 2 million total plays within one year of launch.
• Sakana Kun (さかなクン)minorStrategic or Co-development PartnerFish expert and TV personality Sakana Kun collaborates on Sozai-Ichiba fish snack product line, appearing in YouTube collaboration videos and providing illustrations for product packaging.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Calbee: Japan's largest snack food manufacturer, producing potato chips, savory snacks, and cereal products distributed through the same convenience-store and supermarket channels as Oyatsu. Directly comparable product mix and distribution footprint.
• Yamayoshi: Specialist Japanese snack maker focused on corn and savory baked snacks, including collaboration-driven flavors. Closely comparable in product format and in-store merchandising approach to Baby-Star's product.
• Yaokin: Producer of dagashi and small-format Japanese snack/confectionery items historically sold through toy stores and supermarkets. Adjacent product category and overlapping heritage brand positioning.
• Tohato: Japanese snack and confectionery company manufacturing savory corn-based snacks and crackers distributed across the same retail channels as Oyatsu. Closely comparable mid-tier domestic competitor.
• Koikeya: Long-established Japanese savory snack maker specializing in corn/vegetable-based snack products sold via convenience stores and supermarkets. Competes head-to-head with Baby-Star in the salty-snack segment.
• Bourbon: Major Japanese manufacturer of cookies, crackers, rusks, and savory snacks including bean-based products. Comparable mid-sized CPG manufacturer with similar nationwide conbini-supermarket distribution.

Broad incumbents

• Ezaki Glico: Major Japanese confectionery and snack manufacturer with extensive domestic and international distribution. Overlaps in savory and baked snack categories; comparable for IP collaboration strategy and brand longevity.
• House Foods: Established Japanese food company producing noodles, snacks, and seasonings. Comparable through shared ramen/noodle product heritage and overlap with Baby-Star on Butamen-style cup noodle snacks.
• Meiji: Diversified Japanese food manufacturer with meaningful snack and confectionery exposure. Comparable as a nationwide CPG brand operator with multi-category portfolio and similar retail channel reach.
• Nissin Foods: Japan's leading instant noodle manufacturer with broad CPG portfolio including snacks and cereals. Comparable through the ramen production platform that supplies Baby-Star's upcycling heritage, but operates at significantly larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BABYSTAR_OYATSU
• YouTubeyoutube.com/channel/UC7ZD-jc5QKzGmueUTb2z3JQ
• Facebookfacebook.com/oyatsu.company
• Instagraminstagram.com/oyatsu.company.official

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 Oyatsu