Kewpie

What Kewpie does

Kewpie Corporation (キユーピー株式会社) is a publicly traded Japanese food manufacturing company headquartered in Shibuya, Tokyo (TSE: 2809), founded in 1917 when it introduced mayonnaise to the Japanese market. The company produces and sells a broad portfolio spanning core condiments (mayonnaise, dressings, tartar sauce, mustard, aemono cooking bases), prepared foods (pasta sauces, instant soups, package salads via the Salad Club brand), egg-derived products, jams and spreads, baby food, care food for elderly and dysphagia patients, nutritional supplements, skincare products, and a plant-based sub-brand (GREEN KEWPIE). Underlying operations rely on food processing and preservation technology, including a low-temperature freshness management system for package salads from processing through delivery, supported by a content platform of proprietary recipes ("とっておきレシピ") and the long-running "キユーピー3分クッキング" TV series.

The company operates four primary distribution channels serving distinct segments: consumer retail (supermarkets, convenience stores, drugstores) and direct-to-consumer e-commerce through the Qummy platform and Kewpie Wellness shop for the general household segment; dedicated commercial and institutional channels for restaurants, hospitals, and care facilities; and a fine chemicals business supplying hyaluronic acid, egg-derived materials, and acetic acid bacteria materials for cosmetics and pharmaceutical applications. Revenue mechanics combine one-time product sales across consumer and B2B channels with rank-based subscription-style point accumulation on Qummy (たまご 0.5%, ひよこ 1.0%, キユーピー 1.5% based on annual purchase volume) and PayPay, credit card, and cash-on-delivery payment integrations.

Kewpie engages consumers through a multi-platform digital ecosystem built around the unified kewpie ID login, which spans the Hi! kewpie membership program, Mayo Fun Club community, Qummy e-commerce, and a LINE official account using LINE Login social authentication. Brand engagement is reinforced by physical experience venues including Mayoterrace (visitor facility), three nationwide Open Kitchen factory tour sites, and the Fukaya Terrace Yasai Friends vegetable farm in Saitama. Marketing spans recipe content, social media (X, Instagram, YouTube, TikTok), email newsletters, TV commercials, and campaign promotions. Leadership is led by Representative Director, President and Executive Officer Takamiya Mitsuru (高宮満).

Name

Kewpie

Legal name

Kewpie Corporation (キユーピー株式会社)

Website

https://kewpie.co.jp

Company type

Public

Founded year

1917

Operating status

Operating

Short description

Kewpie Corporation is a publicly listed Japanese food manufacturer (TSE: 2809) founded in 1917, producing mayonnaise, dressings, sauces, prepared foods, baby food, care food, supplements, and fine chemicals for Japanese consumers, commercial kitchens, hospitals, and industrial buyers across multiple sales channels.

Ownership category

akta.pro rank

Product category

Condiments and Prepared Foods

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Food Manufacturing (311), Frozen Specialty Food Manufacturing (311412)

SIC

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

akta.pro primary industry

Condiments, Sauces & Dressings (CRADAAAB)

akta.pro secondary industries

Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI), Soup, Chili & Comfort Foods (Self-Serve or Packaged) (CRAHAKAF)

Keywords

• Mayonnaise condiments
• Salad dressings
• Prepared packaged foods
• Baby and care food
• Fine chemical ingredients

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices3 records

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, Infrastructure

Revenue model

1. Consumer Packaged Goods: Direct consumer sales of food products including mayonnaise, dressings, pasta sauces, soups, jams, baby food, and care food through retail stores and e-commerce
2. E-commerce Sales (Qummy): Online direct-to-consumer sales of salad sets, package salads, toppings, dressings, and original products through the Qummy platform with membership-based point system
3. Commercial/Business Products: B2B sales of food products for commercial use, healthcare facilities, and fine chemical applications
4. Kewpie Points/Campaigns: Points earned through Hi! kewpie and Qummy purchases, mail magazine subscriptions, and surveys that can be exchanged for campaign entries, merchandise, and coupons

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Kewpie manufactures and sells mayonnaise, dressings, sauces, and prepared foods under its flagship consumer brand in Japan. The portfolio extends to pasta sauces, soups, package salads, jams, baby food, care food, supplements, and skincare products for retail and e-commerce customers, alongside a dedicated B2B line of professional-use condiments, hospital and facility care foods, and fine chemical ingredients (including hyaluronic acid and egg-derived materials) for food, cosmetics, and pharmaceutical applications.

Product overview

Kewpie Corporation is a diversified Japanese food manufacturing company operating across multiple segments including consumer food products, professional-use items, medical/care facilities, and fine chemicals. The core product portfolio centers on mayonnaise and condiment products (mayonnaise, dressings, tartar sauce, cooking bases), extending into prepared foods (pasta sauces, soups, package salads), health/nutritional products (supplements, baby food, care food, bone health products), and skincare items. The company operates digital platforms including Qummy online shopping for salads and meal solutions, Hi! Kewpie membership service for personalized recipes and campaigns, and the Kewpie Mayonnaise Fan Club community. Additional business segments include fine chemicals (hyaluronic acid, egg-derived ingredients for cosmetics/pharmaceuticals), professional-use products for commercial kitchens, and hospital/facility food products. Physical experiences include Mayoterrace visitor facility, factory tours (Open Kitchen), and the Fukaya Terrace farm experience. Kewpie serves consumers through retail products, e-commerce, and specialized B2B channels.

Differentiator

Problem solved

Functional benefit

Brands

• Qummy (キユーミー): Online shopping service for package salads, salad sets, dressings, soups, pasta sauces, and other Kewpie food products, offering fresh vegetable-based meal solutions.
• Hi! kewpie (ハイ！ キユーピー)
• Kewpie Mayonnaise Fan Club (キユーピー マヨネーズ ファンクラブ)
• GREEN KEWPIE
• Salad Club (サランクラブ)
• Kewpie Wellness (キユーピーウエルネス)

Products and services

• Kewpie Mayonnaise (キユーピー マヨネーズ)
• Kewpie Dressings (ドレッシング)
• Tartar Sauce & Mustard (タルタルソース・マスタード)
• Aemono / Cooking Bases (料理の素)
• Pasta Sauces (パスタソース / Aeru series)
• Soups (3COOK soups)
• Salad Club / Package Salads (素材食品)
• Egg Products (卵関連品)
• GREEN KEWPIE (Plant-Based Foods)
• Jams & Spreads (ジャム・スプレッド)
• Baby Food & Infant Meals (ベビーフード・幼児食)
• Easy Menu / Care Food (やさしい献立)
• Healthy Bones (元気な骨)
• Nutritional & Health Care Foods (栄養・健康ケア食品 / Janef)
• Supplements (サプリメント)
• Skincare Products (スキンケア用品)
• Professional/Commercial Use Products (業務用商品)
• Hospital & Facility Products (病院・施設用商品)
• Fine Chemicals (ファインケミカル)
• Qummy (キューミー)
• Kewpie Wellness Online Shop (キユーピーウエルネス)

Named customers1 record

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

One partnership is on record.

• LINE CorporationcoreTechnology or IntegrationLINE Login integration for kewpie ID authentication. LINE official account (@kewpie) used for marketing communications including recipes, seasonal campaigns, and new product notifications. Social login provides frictionless registration for users.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Q.P. / Kewpie's parent-listed entity context: Kewpie Corporation: Listed reference for the subject company itself (TSE:2809), included only to anchor the peer set to Japanese listed food peers; not a separate comparable.
• Ajinomoto: Japan's largest food and seasoning conglomerate (TSE:2802) producing condiments, sauces, frozen foods, and amino-acid-based ingredients. Most direct Japanese CPG peer to Kewpie given overlapping sauce, dressing, and processed-food portfolios serving the same household and foodservice customers.
• Nissin Foods Holdings: Japan's leading instant-noodle and prepared-food manufacturer (TSE:2897). Comparable to Kewpie in the prepared-meals and CPG retail space, particularly in processed/packaged foods and health-oriented sub-brands.
• House Foods Group: Japanese packaged-food company (TSE:2810) known for curry, stew, and processed sauces. Comparable to Kewpie in the prepared-sauce and processed-food retail channel with similar B2C and B2B distribution.
• Mizkan Holdings: Privately held Japanese condiment maker specializing in vinegar, ponzu, and salad dressings. A direct competitor in Japan's dressing and sauce category with overlapping retail and foodservice customers.
• Kikkoman: Global leader in soy sauce and Japanese condiments (TSE:2801) with a broad sauce/dressing portfolio. Directly comparable to Kewpie as a Japanese heritage condiment brand expanding into packaged foods, dressings, and international markets.

Broad incumbents

• McCormick & Company: Global leader in spices, seasonings, and condiments. Comparable to Kewpie as a flavor-and-condiment manufacturer with branded retail and foodservice channels, though at a much larger, more international scale.
• Unilever (Hellmann's): Global CPG major whose Hellmann's brand is the world's leading mayonnaise. A broad incumbent competing in the same product category as Kewpie but at global scale and as one of many categories in a diversified portfolio.
• Kraft Heinz: Large global packaged-food and condiment company. Comparable to Kewpie in branded CPG retail and foodservice, with overlapping categories (mayonnaise, dressings, sauces) and similar multi-channel distribution, though at far greater international scale.

Regional players

• Asahi Group Holdings: Japanese food and beverage conglomerate (TSE:2502) with packaged foods, dressings, and prepared meals alongside its core beverage business. Comparable to Kewpie as a domestic Japanese packaged-food peer serving the same household channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/kewpie_official
• YouTubeyoutube.com/@kewpie_official
• Instagraminstagram.com/qummy_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 Kewpie