Myplate

What Myplate does

MYPLATE is a Tokyo-based food and healthcare company founded in February 2021 by registered dietitian Shiki Kawabata (Shiki Kawabata / 川端史紀), operating from Shibuya, Tokyo. The company develops, produces, and distributes nutritionist-supervised frozen meals under the proprietary 'Herishii' (delicious + fun + healthy) concept, applying a Convenience-Attractive-Normative (CAN) behavioral framework to engineer healthy eating defaults. Its core offerings span four product lines: 'Mama no Kyushoku,' a direct-to-consumer home delivery meal service targeting pregnant women, postpartum mothers, and families; 'MYPLATE for office,' a corporate employee benefit service placing frozen meal freezers in workplaces with QR-code micropayment settlement; a food development consulting service providing end-to-end private label and OEM production support to restaurants, retailers, and regional producers; and 'MYPLATE for Biz,' a 2025-launched B2B franchise and OEM model enabling third parties to sell MYPLATE-branded or their own branded frozen meals. The company holds regulatory designations including Specified Health Guidance institution status (code 1322400217) and Silver Health Excellence Company certification (December 2025).

MYPLATE's technology stack is centered on recipe development, food science, and factory-scale production rather than software or AI. Products are formulated by in-house management nutritionists and supported by a multidisciplinary team that includes a former pâtissier product development manager and a 30+ year food industry veteran advisor with prior senior roles at FamilyMart and Kappa Create. The company has shipped a cumulative 200,000+ frozen meals across its distribution channels and operates a 25,000+ follower mother community (Mama no Kyushoku) that serves as a consumer insight feedback loop for product development.

MYPLATE generates revenue through four diversified streams: subscription/recurring direct-to-consumer meal delivery (Mama no Kyushoku via shop.mamakyu.com); corporate subscription contracts with monthly fixed fees plus per-delivery variable charges (MYPLATE for office, minimum 6-month terms, individual meals from 500 JPY); project-based and royalty-based food development consulting with multi-year contract structures; and franchise/OEM plans (MYPLATE for Biz, zero-royalty franchise option). Distribution channels span D2C e-commerce, corporate workplace freezers, hospital and maternity clinic meal provision, dispensing pharmacy retail, postpartum care hotels, and regional academic-government-industry partnerships (e.g., Toto University/Fukaya City). The company operates as a privately held, founder-controlled entity with no disclosed external funding rounds.

Name

Myplate

Legal name

株式会社MYPLATE

Website

https://myplate.co.jp

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

MYPLATE is a Tokyo-based food and healthcare company founded in 2021 that develops and distributes nutritionist-supervised frozen meals to pregnant women, families, corporate employees, medical institutions, and food businesses across Japan via D2C, B2B workplace, and OEM channels.

Ownership category

akta.pro rank

Product category

Frozen Prepared Meals

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Bread and Bakery Product Manufacturing (31181)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Bakery Products (2050)

akta.pro industry

PRIMARYAFAKAHAA

Frozen prepared meals & entrées manufacturing

Agriculture & Food Production/Food Processing & Manufacturing/Prepared Meals, Ready-to-Eat & Convenience Foods Manufacturing

SECONDARYAFAKACAH

Frozen Prepared Foods & Meals Manufacturing

Agriculture & Food Production/Food Processing & Manufacturing/Canned, Frozen & Preserved Foods Manufacturing

SECONDARYCRADADAC

Frozen Breakfast Foods

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Frozen & Prepared Meals

SECONDARYAFAIAHAA

Frozen Foods Wholesale (Packaged & Private Label)

Agriculture & Food Production/Food Distribution & Wholesale/Frozen & Refrigerated Foods Wholesale

SECONDARYCRADADAD

Frozen Snacks & Appetizers

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Frozen & Prepared Meals

Keywords

• Frozen meal delivery
• Corporate meal benefits
• Food development consulting
• Maternal nutrition services
• Healthy frozen bento

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

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

Revenue model

1. Direct-to-consumer frozen meal delivery (Mama no Kyushoku): Subscription or one-time purchase of nutritionist-supervised frozen bento, soups, donuts, and selected products sold via shop.mamakyu.com to pregnant women and families. Products include 20+ bento varieties, frozen stews, and functional items.
2. Corporate employee benefits (MYPLATE for office): Monthly fixed fee plus per-delivery variable charges to corporate clients. Companies pay for freezer placement, delivery, and per-meal consumption via QR code payment (PayPay, LINE Pay, cash). Also includes health seminar and reporting services as bundled benefits.
3. Food development consulting and OEM manufacturing (食品開発支援サービス): Project-based food development services covering planning, recipe design, manufacturing setup, quality control, packaging, and post-launch improvement. Two models offered: full project-based and royalty-based (low upfront, revenue share from manufacturing). Supports private brand and OEM production.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

MYPLATE develops, manufactures, and sells nutritionist-supervised frozen bento meals under the Mama no Kyushoku consumer brand and the MYPLATE for office corporate benefit service. It also provides end-to-end food development consulting, OEM manufacturing, and a B2B franchise/OEM program (MYPLATE for Biz) that helps other businesses launch or scale frozen food products.

Product overview

MYPLATE operates as a food×healthcare company offering a portfolio of frozen meal delivery and food development services. The core offerings include: (1) ' Mama no Kyushoku' - a consumer-focused home delivery meal service for mothers and families featuring frozen bento, soup, and donuts; (2) 'MYPLATE for office' - a corporate employee benefit service placing frozen meal freezers in workplaces; (3) '食品開発支援サービス' - an external food development and production support service; and (4) 'MYPLATE for Biz' - a B2B franchise/OEM model for frozen food businesses. All services emphasize nutrition, convenience, and health benefits under the ' health without effort' philosophy.

Differentiator

Problem solved

Functional benefit

Brands

• ママの休食: ママとご家族に休養と栄養を届ける宅食サービス。オリジナル商品の冷凍弁当や发酵スープ、ドーナツなどを販売。
• MYPLATE for office
• MYPLATE for Biz
• MYPLATE for office

Products and services

• Mama no Kyushoku (ママの休食) Home Meal Delivery D2C home delivery service selling nutritionist-supervised frozen bento (5 balanced items per meal, approximately 500 kcal each), fermented soup, donuts, and staff-selected products to pregnant women, postpartum mothers, and families. Operated via shop.mamakyu.com with subscription and one-time purchase options and nationwide delivery in Japan.
• MYPLATE for office Corporate employee benefit service that places compact freezers in workplaces and provides nutritionist-supervised frozen bento meals that employees can purchase and microwave. Includes health seminar and impact reporting services, supports health management certification applications, and has a minimum 6-month contract term.
• Food Development Support Service (食品開発支援サービス) End-to-end B2B food development consulting covering concept planning, recipe development for factory-scale production, manufacturing partner selection, quality assurance, packaging design, and post-launch improvement. Available as full project-based consulting or a royalty-based model with low upfront cost. Supports private brand and OEM production.
• MYPLATE for Biz B2B business model for restaurants, takeaways, retailers, and facilities to generate new revenue from frozen food products. Includes a franchise plan using the MYPLATE brand and an OEM plan for original brand development.
• Health Management Certification Acquisition Support Service (健康経営優良法人認定取得支援サービス) Advisory service supporting companies in obtaining the Health Management Excellence Corporation certification under Japan's Health Company Declaration initiative. Includes practical implementation measures such as workplace meal programs, employee nutrition education, and certification document preparation.
• Athlete Nutrition Support Service (アスリートへの栄養サポート) Nutrition support service for athletes built on the Mama no Kyushoku frozen meal delivery brand, with menu development supported by dietitians and obstetricians.

Quantifiable outcome

• 96% of regular users report positive health awareness changes (survey at companies with 200-300 meals/month usage)
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Toto University / Fukaya City (東都大学・深谷市)minorStrategic or Co-development Partner · 22 December 2025Industry-government-academia partnership: Toto University students, Fukaya City, and MYPLATE co-developed a regional frozen bento using Fukaya's specialty product (深谷ねぎ green onion). The product 'Fukaya bento' is sold at Toto University's Makuhari campus convenience store.
• Kome Pharmacy (こうめ薬局)minorStrategic or Co-development Partner · 16 December 2025Kome Pharmacy in Shibata-gun, Miyagi Prefecture partnered with MYPLATE to offer '健幸ごはん' (health workplace meals) as a health management support service. This pharmacy-led initiative brings MYPLATE meals to local workers to support preventive healthcare.
• Zelkova Co., Ltd. (株式会社Zelkova)coreStrategic or Co-development Partner · 30 June 2025Zelkova operates dispensing pharmacies in Miyagi Prefecture. MYPLATE's one-plate frozen meals were introduced at Zelkova pharmacies in June 2025 — MYPLATE's first-ever pharmacy channel deployment, integrating frozen meals into community pharmacy health services.
• Okama Electric Co., Ltd. (大鎌電気株式会社)minorChannel Partner/ Reseller/ Distributor · 26 December 2024Hakodate-based electrical equipment contractor introduced MYPLATE for office to support employee health in southern Hokkaido.
• Makishido Hospital (巻石堂病院)coreStrategic or Co-development Partner · 18 December 2024Business partnership and consignment contract for providing inpatient meals. MYPLATE supplies frozen bento to hospitalized patients at Makishido Hospital in Kashiwa, Chiba Prefecture. This represents MYPLATE's entry into hospital meal services.
• iilu Co., Ltd. (Coral Sango Salon postpartum care hotel)coreStrategic or Co-development Partner · 23 October 2024Business partnership with iilu Co., Ltd., operator of the 'Coral Sango Salon' postpartum care hotel in Edogawa, Tokyo. MYPLATE provides frozen meals for postpartum mothers staying at the hotel, supporting maternal nutrition during the recovery period.
• All Smart Co., Ltd. (株式会社オールスマート)minorChannel Partner/ Reseller/ Distributor · 18 June 2024IT/systems development company introduced MYPLATE for office as an employee benefit. All Smart uses MYPLATE's frozen bento service to support employee health and provide affordable meal options for staff, particularly young employees.
• Hatsumomodi Co., Ltd. (株式会社はつもみぢ)minorChannel Partner/ Reseller/ Distributor · 18 June 2024Yamaguchi prefecture sake brewery (founded 1829) introduced MYPLATE for office to support employee health. The brewery values the health of its staff who produce premium sake, making MYPLATE a natural fit for their employee benefits.
• Midori Ladies Clinic Yokohama (みどり女士クリニック横浜)minorStrategic or Co-development Partner · 4 December 2023Business partnership for maternal health support. Patients of Midori Ladies Clinic receive a 500 JPY discount on first purchase of Mama no Kyushoku products, supporting prenatal nutrition as part of the clinic's maternal health program.
• Fujicco Co., Ltd. (フジッコ)minorStrategic or Co-development Partner · 16 October 2023Partnership with Fujicco to use their 'Beanus' brand ダイズライス (soy rice) — a new concept rice alternative — in MYPLATE's frozen bento menu launched October 2023. MYPLATE incorporated ダイズライス as a menu option in its frozen meal offerings.

Scale indicators6 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• テーブルマーク (TableMark): Major Japanese frozen food manufacturer producing bento, noodles, and prepared meals for retail and foodservice. Comparable in frozen-meal manufacturing capability relevant to MYPLATE's B2B and OEM side.
• オイシックス・ラ・大地 (Oisix ra Daichi): Major Japanese food DTC platform (Oisix, Earth Mall, etc.) offering meal kits and prepared foods nationwide. Broader incumbent with overlapping health-positioned home-meal offering versus MYPLATE's DTC business.
• ワタミの宅食 (WATAMI Takushoku): WATAMI Group's nationwide frozen and chilled home-meal delivery service targeting seniors and families. Large incumbent with national logistics, comparable meal-assistance positioning to MYPLATE's DTC channel.
• ヨシケイ (Yoshikei): Long-established Japanese home-meal delivery company (fresh + frozen) with national coverage and broad household reach. Broad incumbent with overlapping meal-delivery value proposition versus MYPLATE's D2C frozen offering.
• FamilyMart (family convenience-store private label): Major Japanese convenience-store chain with extensive private-label frozen-meal development and corporate-health-wellness initiatives. Relevant broad incumbent given MYPLATE advisor Toshinori Honda's FamilyMart background and overlap on corporate wellness meals.

Direct peers

• Fit Food Home (フィットフードホーム): Japanese frozen DTC meal brand with nutritionist-designed menus focused on health, beauty, and convenience. Direct comparable to MYPLATE on DTC frozen bento, with similar target consumer.
• nosh (ナッシュ): Japan's largest frozen DTC meal brand with nationwide subscription delivery and broad menu of nutritionist-designed frozen meals. Direct overlap with MYPLATE on DTC frozen bento for health-conscious consumers, though much larger scale.
• Chef's Menu: Japanese frozen bento DTC brand focused on chef-designed meals delivered to households. Direct comparable on DTC frozen bento with similar convenience and quality positioning.
• Welloop: Japanese frozen home-meal delivery service offering nutritionist-designed bento with similar convenience-and-health positioning. Competes with MYPLATE's Mama no Kyushoku for the same busy-family / health-conscious consumer.

Emerging players

• スギ薬局グループ (Sundrug Group): Large Japanese pharmacy and drugstore chain with growing own-brand food and health-product offerings. Comparable on the pharmacy-channel frozen-meal distribution motion that MYPLATE is developing with Zelkova and Kome Pharmacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Myplate