Morinaga Taiwan

What Morinaga Taiwan does

Morinaga Taiwan (台灣森永製菓股份有限公司, Taiwan Morinaga Co., Ltd., TWSE: 2918) is a Taiwan-based confectionery and functional food manufacturer established in 1961 as a joint venture with Japanese parent Morinaga & Co., Ltd., which retains 55% ownership and provides proprietary formulations and brand licensing. The company operates four primary consumer brands: (1) Morinaga Milk Candy, the flagship caramel candy line dating to the founder's 1899 recipe; (2) HI-CHEW, a fruit-flavored soft candy leveraging proprietary sugar-body technology delivering 2x Q-elastic chewiness; (3) in Jelly (in果凍), a functional jelly drink line spanning energy, vitamins, collagen, minerals, electrolytes, BCAA, probiotics, fiber, and growth-stage variants; and (4) Morinaga Shield (森永續佑), a newer health supplement brand including a lutein + astaxanthin jelly drink. The company also markets the Morinaga Premium Ice Bar and imports Japanese ramune soda candy.

The business is a branded packaged-goods operator with a direct-to-consumer go-to-market model layered through retail distribution. Products are sold one-time via convenience stores (7-ELEVEN, FamilyMart, Hi-Life, OK), hypermarkets (Carrefour, RT-Mart, A-mart), warehouse clubs (Costco), and PX Mart, with channel-exclusive SKUs (e.g., 7-Eleven limited editions, Costco 1kg JUMBO packs, PX Mart DOT. milk candy) forming a key merchandising lever. Unit pricing ranges NT$18-41 for single-serve convenience packs and NT$85-260 for family packs, with limited-edition flavors commanding premium pricing (e.g., NT$59 for DOT. milk candy at PX Mart). Demand activation is driven by celebrity endorsements (Huang Brothers for HI-CHEW 50th anniversary; Chen Chieh-hsien for in Jelly), invoice lottery campaigns, in-store sampling, and a digital presence across Facebook, LINE, Instagram, and YouTube.

The company is headquartered in Taipei's Beitou District, where its manufacturing facility holds FSSC22000 and HACCP certifications, supported by a southern Taiwan sales branch in Kaohsiung. FY2024 sales revenue was NT$1.487 billion with 332 employees as of May 2025. The company is led by Chairman Matsumoto Masaki (松本正樹). Operations are entirely domestic; there is no disclosed international expansion, M&A activity, or external funding.

Name

Morinaga Taiwan

Legal name

台灣森永製菓股份有限公司

Website

https://morinaga.com.tw

Company type

Public

Founded year

1961

Operating status

Operating

Headcount range

1–10 employees

Short description

Morinaga Taiwan is a Taipei-based confectionery and functional food manufacturer (TWSE: 2918, est. 1961) producing milk candy, HI-CHEW soft candy, in Jelly functional jelly drinks, and Morinaga Shield health supplements under a joint venture with Japanese parent Morinaga & Co., Ltd. (55% ownership), distributed across all major Taiwan retail channels.

Ownership category

akta.pro rank

Product category

Confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134), Ice Cream and Frozen Dessert Manufacturing (311520)

SIC

Sugar & Confectionery Products (2060), Ice Cream & Frozen Desserts (2024)

akta.pro primary industry

Chocolate & Candy Snacks Manufacturing (AFAKAIAM)

akta.pro secondary industries

Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL), Fruit Snacks & Dried Fruit (CRADABAJ)

Keywords

• Confectionery manufacturing
• Milk candy products
• Soft candy gummies
• Functional jelly drinks
• Health supplement jelly

Headquarters

HQ city

Taipei

HQ country

Taiwan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Candy and Confectionery Product Sales: One-time purchase model for candy products including milk candy, soft candy (HI-CHEW), jelly (in Jelly), gummies, and ice cream sold through retail channels
2. Functional Food and Health Supplements: Health-focused jelly products (in Jelly line) and Shield (續佑)保健品 line including lutein supplements positioned as functional foods

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Morinaga Taiwan manufactures and sells branded confectionery and functional food products in Taiwan, including Morinaga Milk Candy (classic caramel milk candy), HI-CHEW soft gummy candies, in Jelly functional jelly drinks, Morinaga Shield lutein health supplement, and Morinaga Premium Ice Bar. Products are distributed through all major Taiwan retail channels (convenience stores, hypermarkets, Costco, PX Mart) and marketed via social media, celebrity endorsements, and invoice lottery promotional campaigns.

Product overview

Morinaga Taiwan is a confectionery and functional food company offering a diverse portfolio of Japanese-inspired products organized into four core brands: (1) Morinaga Milk Candy (牛奶糖) - the flagship caramel candy line including classic, limited edition, portable snack, and bag/family pack formats; (2) HI-CHEW (嗨啾) - premium fruit gummy candies with Q-elastic texture available in multiple pack sizes (7pcs, 10pcs, bag, family pack, JUMBO) plus the imported 'Weihai' line; (3) in Jelly (in果凍) - functional jelly drinks targeting health-conscious consumers with variants for energy, vitamins, collagen, minerals, electrolytes, BCAA, probiotics, fiber, and growth stages; and (4) Morinaga Shield (森永續佑) - health supplements including the new Lutein+Astaxanthin jelly drink. The company also imports Japanese ramune soda candy from Japan. Products are distributed through convenience stores (7-Eleven, FamilyMart, OK, Hi-Life), hypermarkets, Costco, and PX Mart.

Differentiator

Problem solved

Functional benefit

Brands

• HI-CHEW (嗨啾): Fruit-flavored soft gummy candy brand with multiple product lines including 7-piece, 10-piece, bag, and family pack formats.
• in Jelly (威德in果凍)
• Morinaga Premium Ice Bar (森永質上雪糕)
• Morinaga Shield (森永續佑)

Products and services

• Morinaga Milk Candy Classic Series (森永牛奶糖經典系列) The flagship caramel milk candy with rich caramel aroma and creamy milk flavor, a beloved classic since 1899. Sold in single-serve and family-pack formats across all major Taiwan retail channels.
• Morinaga Milk Candy Porter Pack Series (森永濃厚焦糖系列隨手包) Rich-flavored milk candy in portable single-serve packaging, including Caramel Latte and Caramel Ceylon Tea Milk Tea editions, for on-the-go consumption.
• HI-CHEW Soft Candy (嗨啾軟糖) Premium fruit-flavored soft gummy candy with proprietary 2x Q-elastic texture and intense fruit flavor, available in multiple formats (10-piece, bag, family pack, JUMBO 1kg) across various fruit flavors. Distributed nationwide through convenience stores, hypermarkets, and Costco.
• HI-CHEW JUMBO Pack (嗨啾Q彈軟糖JUMBO包) HI-CHEW 1kg bulk pack with 2x Q-elastic texture upgrade, available exclusively at Costco for families and bulk buyers.
• in Jelly Functional Jelly Drink (森永 in果凍) Functional jelly drink brand offering various health-focused products including energy, vitamins, collagen, minerals, fiber, electrolytes, and probiotic varieties. Targets health-conscious consumers, athletes, and children with sugar-free, low-calorie options.
• Morinaga Shield Lutein Health Jelly Drink (森永續佑 續晶亮葉黃素保健凍飲) Morinaga Shield brand lutein and anthocyanin health jelly drink with 6mg lutein per bottle, low calorie with satisfying texture, positioned for whole family eye health.
• Morinaga Ramune Soda Candy (森永彈珠汽水風味糖錠) Japanese imported ramune soda candy tablets with 90% glucose content, nostalgic bottle design. Made in Japan.
• Morinaga Premium Ice Bar (森永質上雪糕) Premium ice cream bar featuring Morinaga's signature caramel flavor with soft outer layer and creamy interior. Distributed through Taiwan retail channels.

Quantifiable outcome

• HI-CHEW ranked as Japan's No.1 soft candy brand
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• 黃氏兄弟 (Huang Brothers)flagshipGTM or Marketing Partner · 13 October 2025Brand ambassadors for HI-CHEW 50th anniversary campaign. Created co-branded festival dessert flavors and promotional content featuring the brothers in marketing materials.
• TOMOKO SHINTANI (插畫家)coreStrategic or Co-development Partner · 1 September 2025Japanese illustrator created exclusive Taiwan-limited milk candy packaging featuring Saga Irimari cultural elements and founder Taroichiro Morinaga statue.
• 伊甸基金會 (mentioned as continuation)minorStrategic or Co-development Partner · 7 July 2025Continuation of social responsibility partnership supporting children with developmental delays through Morinaga Shield (續佑) health products line.
• 陳傑憲 (Chen Chieh-hsien)coreGTM or Marketing Partner · 1 July 2025Brand ambassador for in Jelly products. Featured in promotional campaigns including WBC 2026 support activities with exclusive merchandise.
• 伊甸基金會 (Eden Foundation)minorStrategic or Co-development Partner · 4 October 2021CSR partnership for early intervention services for children with developmental delays. Morinaga donated products and collaborated on fundraising campaign 'In Your Shadow, Walking Slowly Together' (在你森旁陪你緩緩前行).
• 聯合文學雜誌 (United Literary Magazine)coreGTM or Marketing Partner · 9 April 2021Multiple collaboration partnerships since 2021 for Four Seasons Poetry Milk Candy and Life Tastes Milk Candy campaigns. Created limited-edition products with literary themes and poetry.
• 天下雜誌 (Commonwealth Media)minorGTM or Marketing Partner · 31 July 2019Media partnership featuring Morinaga's cross-industry collaboration strategy in business case study about brand revitalization and co-marketing with McDonald's and PX Mart.
• Taitung Red Quinoa Farmers (台東紅藜農)minorStrategic or Co-development Partner · 13 June 2018Local sourcing partnership using Taiwan-grown red quinoa (穀物紅寶石) from Taitung in Morinaga products. Supporting local agriculture and 'local production for local consumption' initiative.
• 嘉義洲南鹽場 (Chiayi Zhounan Salt Field)minorStrategic or Co-development Partner · 4 June 2016Sourced Taiwan sun-dried salt (冬日霜鹽) from Chiayi salt fields for limited-edition Taiwan Sun-Dried Salt Milk Candy, supporting local small farmers.
• 日本森永製菓 (Morinaga & Co., Ltd.)flagshipStrategic or Co-development Partner · 9 June 1961Japanese parent company and technology partner with 55% ownership. Provides confectionery technology, formulations, and brand licensing. Taiwan joint venture established in 1961.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Mars Inc. Global confectionery leader with brands like M&M's, Snickers, and Skittles. Operates broadly across confectionery and pet food, providing a benchmark for category leadership and channel strategy.
• Ferrero International: Global confectionery company (Ferrero Rocher, Kinder, Tic Tac) with established premium positioning. Comparable in premium candy positioning and channel-exclusive limited edition strategy.
• Lotte Co., Ltd. Asia-wide confectionery conglomerate with significant Taiwan presence (Lotte Duty Free, snacks). Competes across candy, gum, chocolate, and ice cream categories with similar broad distribution strategy.
• Mondelez International: Global snacks powerhouse with portfolio including Cadbury, Oreo, and Trident. Comparable in scale and broad confectionery distribution, though operating in a much wider market footprint.

Regional players

• I-Mei Foods: Taiwan-based food manufacturer with diversified portfolio across snacks, frozen foods, and consumer products. Comparable as a Taiwanese branded food manufacturer with strong domestic retail distribution.
• Want Want China Holdings: Asia-based snacks and confectionery company with Taiwan presence, offering rice crackers, candies, and dairy beverages. Comparable in mass-market snacks distribution and Taiwanese/Chinese consumer targeting.

Direct peers

• Perfetti Van Melle: Global confectionery company producing brands like Mentos, Chupa Chups, and Alpenliebe. Directly comparable in the candy/gummy category with similar mass-market positioning and innovation-driven marketing.
• Morinaga & Co., Ltd. Japanese parent company (55% owner) and source of Morinaga Taiwan's technology, recipes, and brand licensing. Operates confectionery businesses under the same Morinaga banner globally, providing direct benchmark for product formulation and category strategy.
• Meiji Holdings: Major Japanese confectionery and dairy producer with similar heritage and product portfolio (candy, gummy, chocolate, ice cream). Competes with Morinaga in Japan and offers overlap in Asian confectionery categories.
• Ezaki Glico: Japanese confectionery company offering candy, gummy, and snacks with iconic brands like Pocky and Gaba. Comparable product mix and brand heritage to Morinaga, with similar emphasis on functional confectionery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/morinaga.tw
• Instagraminstagram.com/morinaga.tw
• LinkedInlinkedin.com/company/morinagatw

Compliance2 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 Morinaga Taiwan