What Yorisou does

Yorisou (株式会社YORISOU) is a Japan-based, privately held direct-to-consumer e-commerce company founded in September 2021 with initial capital of ¥1,000,000. The company develops, manufactures, and sells powdered nutritional supplements for infants and young children under the NikoNiko (にこにこ) brand, with a portfolio that includes にこにこ鉄分 (iron), にこにこカルシウム (calcium), にこにこせんい (fiber), and にこにこDHAだし (DHA). Its core technical differentiators are SunActive Fe, a micro-encapsulated iron ingredient claimed to provide 124% higher absorption than heme iron, and a patented Nano-unical (ナノユニカル) calcium formulation with 1.35x higher absorption than milk calcium. All products share a uniform format philosophy — tasteless, odorless, heat-stable powders that can be mixed into everyday Japanese family meals — and are produced in domestic GMP-certified factories with per-lot radioactivity and heavy-metal testing.

The company serves Japanese parents of children aged 6 months to 6 years (its primary segment), with secondary segments in expecting and nursing mothers and broader family households. Distribution runs through four parallel channels: the owned YORISOU SHOP e-commerce site (yorisou.shop), Amazon Japan, Rakuten, and physical retail in Akachan Honpo and Babies R Us nationwide stores. Products are sold both as one-time purchases and via recurring 定期購入 (regular-purchase) subscription plans, with an introductory ¥980 first-purchase price versus a ¥4,980 regular price. Yorisou is bootstrapped, with no external institutional investment disclosed, and is led by representative director Miyashita Harumitsu from its Shinagawa-ku, Tokyo headquarters. The company has accumulated sales of over 1 million units across its product line since inception.

Name

Yorisou

Legal name

株式会社YORISOU

Website

https://yorisou.shop

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Yorisou is a Japan-based, privately held e-commerce company that develops and sells the NikoNiko brand of powdered nutritional supplements — including iron, calcium, fiber, and DHA — for Japanese parents of infants and young children aged 6 months to 6 years.

Ownership category

akta.pro rank

Product category

Children's Nutritional Supplements

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Baby Feeding Supplements & Fortifiers (Probiotics, DHA/ARA, Vitamins) (CRADAEAI)

akta.pro secondary industries

Children’s Vitamins & Supplements (CRADAGAJ), Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition) (AFAKAJAJ), Toddler & Pediatric Nutritional Powder Manufacturing (Milk-Based) (AFAHAHAH)

Keywords

• Children nutritional supplements
• Pediatric iron supplements
• Kids calcium powder
• Baby food supplements
• DHA supplements children

Headquarters

HQ city

Higashi-shinagawa

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of children's nutritional supplement products (にこにこ鉄分, にこにこカルシウム, にこにこせんい, にこにこDHAだし) through company e-commerce website, Amazon, Rakuten, and physical retail stores. Products sold as single purchases or through subscription (定期購入) plans with recurring delivery.
2. E-commerce Sales: Revenue generated from online sales through company-owned website and marketplace platforms with standard pricing and promotional discounts for first-time buyers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Yorisou manufactures and sells powdered nutritional supplements for children under the niko niko (にこにこ) brand, with formulations for iron, calcium, fiber, and DHA. Products are designed for infants and young children, using proprietary micro-encapsulation and nano-calcium technologies to improve bioavailability and palatability. Distribution is carried out through the company's own e-commerce site, major Japanese marketplaces, and specialty baby retailers.

Product overview

Yorisou operates as a unified brand portfolio (にこにこ brand) of powder-type nutritional supplements for infants and children. The core products include にこにこ鉄分 (iron supplement), にこにこカルシウム (calcium supplement), にこにこせんい (dietary fiber supplement), and にこにこDHAだし (DHA seasoning). All products share a common formulation philosophy: tasteless/odorless powders that mix seamlessly into food, made with domestic ingredients, 6 types of additive-free, and manufactured in GMP-certified factories. The products are designed as a coordinated nutritional support system where にこにこ鉄分 and にこにこカルシウム can be used together for comprehensive nutrition.

Differentiator

Problem solved

Functional benefit

Brands

• にこにこ鉄分: Iron supplement powder for children, containing 4.5mg of iron per packet, designed to be mixed into food without affecting taste.
• にこにこカルシウム
• にこにこせんい
• にこにこDHAだし

Products and services

• niko niko SunActive Fe (にこにこ サナアクティブFe) - Children's Iron Supplement Powdered iron nutritional supplement for infants and young children, formulated with SunActive Fe micro-encapsulated iron for improved absorption and reduced gastric irritation. Designed to be mixed into food or beverages and sold through direct e-commerce, Amazon Japan, Rakuten, and specialty baby retailers.
• niko niko Calcium (にこにこ カルシウム) - Children's Calcium Supplement Powdered calcium nutritional supplement for children, formulated with Nano-unical nano-sized calcium for enhanced bioavailability. Positioned as an easy-to-administer, tasteless powder for daily calcium intake in growing children, distributed via direct e-commerce and major Japanese marketplaces.
• niko niko Fiber (にこにこ ファイバー) - Children's Fiber Supplement Powdered dietary fiber supplement for children, sold under the niko niko brand. Marketed to parents seeking to support digestive regularity and balanced nutrition in young children, and distributed through the same multi-channel retail and e-commerce network as other niko niko products.
• niko niko DHA (にこにこ DHA) - Children's DHA Supplement Powdered DHA nutritional supplement for children under the niko niko brand, positioned to support cognitive and visual development. Distributed alongside other niko niko SKUs through direct e-commerce, Amazon Japan, Rakuten, and specialty baby retailers.
• niko niko Subscription Program (にこにこ 定期購入) Recurring subscription (定期購入) program for niko niko children's nutritional supplements, offering scheduled delivery of iron, calcium, fiber, and DHA products to Japanese households. Designed to provide convenience, continuity of use, and typically accompanied by first-purchase introductory discounts.

Quantifiable outcome

• Iron absorption rate 124% higher than heme iron
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• Amazon JapancoreChannel Partner/ Reseller/ DistributorOfficial Amazon seller store for product distribution, offering Prime shipping availability and marketplace visibility to Amazon's extensive customer base in Japan.
• RakutencoreChannel Partner/ Reseller/ DistributorOfficial Rakuten store enabling point accumulation and participation in marketplace campaigns and promotions for customer engagement.
• Akachan Honpo (アカチャンホンポ)majorChannel Partner/ Reseller/ DistributorPhysical retail distribution partnership with major Japanese baby product specialty chain with nationwide store presence.
• Babies R Us (ベビーザらス)majorChannel Partner/ Reseller/ DistributorPhysical retail distribution partnership with national baby product retailer chain.
• Ministry of Health, Labour and Welfare (厚生労働省)minorStrategic or Co-development PartnerCollaboration for maternity mark public awareness campaign promoting iron deficiency awareness among pregnant women. Advertisements displayed in Toei Oedo Line subway stations.

Scale indicators2 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• DHC Corporation: DHC is a leading Japanese mail-order supplements and cosmetics company with a broad nutritional product portfolio distributed via its own e-commerce platform. Its DTC-first model and extensive children's/women's supplement range make it a comparable e-commerce-native supplement competitor.
• Fancl Corporation: Fancl is a major Japanese supplement and personal care company operating direct-to-consumer via mail-order and online channels with subscription offerings. Its DTC supplement model and emphasis on additive-free formulation closely parallel Yorisou's positioning and channel strategy.
• Morinaga Milk Industry: Morinaga manufactures children's milk beverages and nutritional supplements (including the Morinaga Chil-school line) and is sold across Japanese supermarkets, convenience stores, and pharmacies. Its product mix overlaps directly with Yorisou's iron and calcium supplements for children.
• Meiji Holdings (Meiji Hohoemi): Meiji is one of Japan's largest dairy and infant nutrition companies, with the Hohoemi brand covering infant formula and children's nutritional products. Its scale in grocery and drugstore channels makes it the dominant incumbent against whom Yorisou competes for shelf space and parent trust.
• Wakodo Co., Ltd. Wakodo specializes in baby and infant food, including supplements and fortification products, with a strong presence in pediatric channels. As a focused children's nutrition specialist, Wakodo is among the closest direct competitors to Yorisou in Japan.
• Pigeon Corporation: Pigeon is the leading Japanese baby and maternal care brand with deep pediatrician relationships and nationwide retail presence in pharmacies, baby stores, and supermarkets. It sells complementary nutritional products for infants and children and competes directly with Yorisou in the Japanese children's nutrition category.
• Asahi Group (Dear Natura): Asahi's Dear Natura brand sells supplements across broad demographic categories via pharmacy, drugstore, and online channels. It competes with Yorisou in iron and calcium supplements for the women's and family segments, with similar attention to gentle, additive-free formulations.
• Taiko Pharmaceutical (Hanakintoki): Taiko Pharmaceutical markets the Hanakintoki iron supplement and related family nutrition products via DTC and major retail. It competes directly with Yorisou in the Japanese women's and children's iron supplementation category.

Broad incumbents

• Eisai (Chocola BB): Eisai operates the Chocola BB supplement brand and broader consumer healthcare portfolio in Japan, including women's and family nutrition products. It is a broader incumbent that competes in adjacent supplement categories but is not specialized in pediatric nutrition.

Regional players

• Sato Pharmaceutical (Saron de Lion): Sato Pharmaceutical sells nutritional supplements and pediatric OTC products primarily in Japan through drugstores and pharmacies. It overlaps with Yorisou in children's nutritional products but focuses more on OTC pediatric remedies than subscription supplements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCXy8j0_XkAHGA0V_RY3Dq2Q
• Instagraminstagram.com/niconico_seni

Compliance1 record

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 Yorisou