Moon Treats

Name

Moon Treats

Legal name

株式会社eminess

Website

https://moontreats.jp

Company type

Private

Founded year

2021

Operating status

Operating

Ownership category

akta.pro rank

Product category

Functional Confectionery

NAICS

Cookie and Cracker Manufacturing (311821), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Cookies & Crackers (2052)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industry

Baby Nutrition for Special Diets (Gluten-Free, Kosher/Halal, Allergen-Controlled) (CRADAEAO)

Keywords

• Plant-based confectionery
• Gluten-free sweets
• Functional foods
• Women's wellness nutrition
• Subscription snack boxes

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce product sales (one-time purchases): Direct sales of cookies, donuts, muffins, scones boxes through official website. Individual items and gift packaging available. Prices range from ¥2,600 to ¥3,900 per box.
2. MOON CLUB subscription (Monthly Sweets BOX): Regular monthly delivery of customized sweets boxes aligned with customer's menstrual cycle. Members receive 6 sweets per box at discounted price of ¥3,110 (vs ¥3,300 regular). Includes member-exclusive products and events.
3. Corporate welfare plans (企業向け福利厚生): B2B sales to companies for employee benefits. Includes regular sweets BOX delivery, nutrition information emails, and access to consulting with supervising physicians.
4. Retail wholesale (Natural Lawson): Wholesale distribution to Natural Lawson convenience stores (¥594 per item). Products include Dates & Cacao Scokie, UMAMO Pizza Cracker, and Amazake Galette.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Moon Treats manufactures and sells gluten-free, plant-based (vegan) confectionery — cookie, scone, donut, muffin, and bar boxes — formulated with functional ingredients (soy isoflavones, iron, magnesium, folate, DHA algae) to address female hormonal health needs across the menstrual cycle, pregnancy, and menopause. Products are sold direct-to-consumer via moontreats.jp, through a monthly MOON CLUB subscription, at Natural Lawson retail stores, and via B2B corporate welfare plans, with an optional hair mineral testing kit for personalized nutrition recommendations.

Product overview

MOON TREATS is a Japanese femtech confectionery brand offering a portfolio of gluten-free, plant-based (vegan) sweets designed to address female nutritional needs across life stages (menstruation, pregnancy, menopause). The core product line consists of six boxed product lines — クッキーBOX (Cookie BOX), スコーンBOX (Scone BOX), ドーナツBOX (Donut BOX), マタニティBOX (Maternity BOX), マフィン＆ドーナツBOX (Muffin & Donut BOX), and MOON TREATS BOX — each delivering 3–6 varieties of nutritionist-formulated sweets in a subscription or one-time purchase model. Seasonal offerings include the limited クッキー缶 (Cookie Tin) and collaborative products. Gift wrapping add-ons (For You / Thank You) are available for 100 JPY per order. The company also operates a hair mineral testing kit service to personalize nutritional recommendations. All products are free from dairy, white sugar, preservatives, colorings, and flavorings.

Differentiator

Problem solved

Functional benefit

Products and services

• Cookie BOX (クッキーボックス) A box of 6 bags of assorted gluten-free, plant-based cookies made with soy flour and oatmeal. Includes signature Peanut Butter MOON Cookie, Dates & Cacao Scockie, and Gorgono Nuts Orange Peel Cookie. Priced at ¥2,600.
• Scone BOX (スコーンボックス) A box of 6 vegetable- and fruit-forward scones (3 varieties) made with soy flour instead of wheat flour. Varieties include Banana & Komatsuna Scone, Ruby Grapefruit & Paprika Scone, and Pumpkin & Cinnamon Scone. Priced at ¥2,600.
• Donut BOX (ドーナツボックス) A box of 6 baked (not fried) donuts in 3 varieties using okara powder instead of wheat flour, all plant-based and gluten-free. Varieties: Lemon & Ginger, Beets & Berry, Matcha & Spinach. Priced at ¥2,700.
• Maternity BOX (マタニティボックス) A curated box of 6 bags of sweets designed for pregnant and breastfeeding women, using ingredients rich in iron, folate, and other nutrients. Free from dairy, caffeine, and cacao. Priced at ¥2,600.
• Muffin & Donut BOX (マフィン＆ドーナツボックス) A frozen-set box with 3 Mild Soy Milk Banana Choco Muffins plus 3 varieties of donuts (6 pieces total). Flour is Niigata rice flour and almond powder for a fluffy texture. Delivered by frozen courier. Priced at ¥3,900.
• MOON TREATS BOX A premium gift box of 9 bags of assorted sweets including donuts, cookies, UMAMO Pizza Crackers, and raisin bars, designed to provide nutrients aligned with female life stages (menstruation, pregnancy, menopause). Priced at ¥3,700.
• Cookie Tin (クッキー缶) A limited-edition seasonal tin box containing 7 varieties of gluten-free, plant-based cookies including Raspberry & Cocoa Smile Sablé, Dates Scone Cookie, Strawberry Snow Ball, and seasonal novelties. Priced at ¥2,900.
• MOON CLUB Subscription (Monthly Sweets BOX) A monthly subscription delivering 6 selected sweets per box, customized to the customer's menstrual cycle via online questionnaire or hair mineral analysis. Member price ¥3,110/box (regular ¥3,300). Includes member-exclusive products and access to exclusive events. No membership or monthly fees.
• Hair Mineral Testing Kit A diagnostic kit measuring 12 essential minerals from hair samples, providing nutrient role explanations, food recommendations, and optional consultation with supervising physician. Priced at ¥11,000 per test.
• Natural Lawson Retail Line (Dates & Cacao Scockie, UMAMO Pizza Cracker, Amazake Galette) Single-serve retail items sold at Natural Lawson convenience stores at ¥594 per item (tax included). Includes Dates & Cacao Scockie (soy flour + dates, maple syrup, sugar-free), UMAMO Pizza Cracker (algae with DHA ~13x blue fish), and Amazake Galette.
• Corporate Welfare Plan (企業向け福利厚生) B2B subscription including regular sweets BOX delivery to employees, nutrition information emails, and access to consulting with supervising physicians. Targeted at companies with significant female workforces.

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

Feature2 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Partake Foods: US-based allergen-free (gluten-free, vegan, non-GMO) cookie and snack brand targeting health-conscious consumers. Closely comparable to MOON TREATS on plant-based/gluten-free formulation, premium gift-style packaging, and direct-to-consumer-plus-retail distribution, though without the femtech hormonal-health positioning.
• Made Good: Canadian manufacturer of allergen-free, gluten-free, vegan cookies, granola bars and crackers sold through major retail (Walmart, Costco, Whole Foods) and DTC. Direct peer to MOON TREATS on clean-label, allergen-controlled baking at retail scale, with similar functional/healthy positioning.
• Nakd (Natural Balance Foods): UK plant-based, gluten-free, refined-sugar-free snack bar and bake brand sold across European grocery and convenience retail. Comparable to MOON TREATS on clean-label plant-based formulation and retail distribution in convenience channels like Natural Lawson.
• Sweet Laurel Bakery: US premium grain-free, refined-sugar-free bakery brand offering cakes, cookies, and gift boxes with a strong wellness/lifestyle positioning. Closely comparable to MOON TREATS on premium-priced bakery gift boxes, clean-label ingredients, and female-skewing wellness branding.
• Hail Merry: US plant-based, gluten-free, refined-sugar-free desserts including tarts, cookies, and snack bars. Direct peer on the intersection of plant-based formulation and indulgent dessert formats, with comparable premium DTC-plus-specialty-retail motion.
• Emmy's Organics: US-based maker of vegan, gluten-free, refined-sugar-free cookies including coconut-based and chocolate varieties. Comparable to MOON TREATS on plant-based, no-white-sugar formulation and premium DTC-plus-retail gifting motion, with similar artisanal product feel.

Broad incumbents

• Bourbon Corporation: Major Japanese confectionery and snack manufacturer with broad distribution across convenience stores including Natural Lawson. Relevant incumbent comparable to MOON TREATS on cookie/snack retail presence in the same Japanese convenience channel, though operating at vastly larger scale and without the femtech positioning.
• Meiji Holdings: Major Japanese food and confectionery group with extensive functional food, dairy alternatives, and wellness product lines (e.g., Meiji R-1, Savas). Comparable as a broad incumbent expanding into functional nutrition and women's health adjacencies that MOON TREATS targets.
• Calbee, Inc. Japan's largest snack manufacturer with leading positions in crackers, cookies, and functional/health snacks. Relevant broad incumbent that competes for the same Japanese female health-conscious consumer wallet through adjacent categories like Frugra and Vegips.

Others

• Clue: Global period and cycle-tracking app with a strong female-health brand and content platform. Not a direct competitor but an adjacent ecosystem peer relevant to MOON TREATS' femtech positioning; MOON TREATS' ninaru app partnership shows similar app-as-distribution mechanics for women's health products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/moontreats_jp
• Instagraminstagram.com/moontreats_jp

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Moon Treats