Kewpie Baby Food to End 65-Year History ―― Production of All 72 Items to Cease by End of August 2026

1. Overview and Schedule of the Announcement

Kewpie Corporation (Headquarters: Shibuya, Tokyo) announced in a news release on June 12, 2025, that it will cease production of all 72 items of its baby food and toddler food by the end of August 2026. The affected products include a wide range of items such as 21 bottled products, 20 cup container products, and 14 retort pouch products, with sales ending as stock runs out. The manufacturer explained, "We have ensured a transition period of over a year to minimize the burden of sudden supply stoppage."lp.kewpie.com

2. Background of Withdrawal—The Double Punch of Declining Birthrate and High Costs

The baby food market continues to shrink due to the long-term decline in birth rates, and recently, the rising costs of raw materials, packaging, logistics, and energy have made it difficult to absorb these costs solely through price increases while maintaining traditional quality. Kewpie attempted a multifaceted restructuring through capital investment and strengthened promotions, but could not find a path to profitability while maintaining its "quality-first" policy, leading to the difficult decision to cease production.j-cast.combloomberg.co.jp

3. A 65-Year Journey—The Symbol of "Bottled Baby Food"

In 1960, the company launched a bottled series as a pioneer of domestic baby food. At the time, it was common to make all baby food from scratch, and the series gained support from families overwhelmed with unfamiliar childcare. In the 1970s, they developed cup containers with spoons, in the 2000s, microwaveable pouches, and since the 2010s, they have pursued safety and convenience by enhancing ingredient origin and allergen labeling. Although demand temporarily increased among dual-income and telecommuting households during the COVID-19 pandemic, the demographic challenge could not be overcome.j-cast.com

4. Impact on Consumers—Reduced Options and a "One-Year Grace Period"

Although there are over 14 months until the end of sales, the disappearance of a brand that has supported a wide range of stages from early to late weaning is a significant shock. On social media, there are voices of lament such as "Bottled was divine" and "A critical issue for dual-income families," as well as discussions about stockpiling and alternative strategies for the future, like "Can Wakodo and Pigeon cover it?" and "Returning to homemade frozen food."search.yahoo.co.jp

5. Retail and Distribution Response—Inventory Adjustment and Store Layout

Drugstores and mass retailers nationwide have begun to reduce or narrow down orders while keeping an eye on inventory periods and expiration dates. Some e-commerce sites have already experienced "stockpiling demand," with reports of popular flavors temporarily becoming scarce. Industry insiders are calling for calm, stating, "Supply is stable for the time being due to planned production. Please secure only the necessary amount without rushing."

6. Other Companies in the Baby Food Market: A Crossroad of Oligopoly and Diversification

In the domestic baby food market, major companies like Wakodo (Asahi Group Foods) and Pigeon are central players. However, emerging brands offering freeze-dried and frozen cube products are gaining ground, actively promoting "small quantity, wide variety, and high added value." On the other hand, balancing nutritional value and cost is not easy, and the withdrawal of major companies could significantly impact the management of smaller firms.

7. The Role of Government and Administration: Voices Questioning the Effectiveness of Childcare Support

Amid ongoing government measures against declining birthrates, such as free childcare and expanded child allowances, the reality of shrinking supply of essential goods like baby food reflects the "coarseness of the support network." Consumer groups are considering statements calling for "cost subsidies for childcare-related companies" and "assistance for new product development." The Ministry of Health, Labour and Welfare has also shown a stance of "monitoring the securing and information provision of alternative products."

8. The Future of Kewpie: Child Support Measures Beyond Baby Food

The company has mentioned that it will continue initiatives to support children's healthy eating habits, such as "food education activities, recipe proposals, and parent-child events." There is also a scenario emerging where the baby food production line is converted to produce nursing care food and allergen-free products, accelerating the reorganization of the business portfolio to address the social issue of "declining birthrate and aging population."lp.kewpie.com

9. Overseas Examples and the Japanese Market: Reduction Is Not the Only Answer

In Europe, the premium route using organic materials and recyclable pouches is expanding. In the United States, the D2C and subscription models for baby food are gaining momentum. In the Japanese market, if added values such as functionality and sustainability can be clarified, there is still room for growth.

10. Conclusion: A Perspective of "Connecting Options"

Baby food is not just a processed food; it is also an infrastructure that supports the time and mental ease of parents and children. Rather than lamenting the end of supply, what is required in the post-Kewpie era is to weave a safety net by bundling multiple options, such as simplifying home cooking techniques, utilizing other and emerging brands, and administrative support outlets.

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Reference Article List

• "Notice of Discontinuation of Production and Sales of Baby Food" Kewpie News Release (June 12, 2025)lp.kewpie.com

• J-CAST News "Kewpie to End 'Baby Food', Production Until End of August 2026" (June 12, 2025)j-cast.com

• Bloomberg "Kewpie to End Production and Sales of Baby and Toddler Food" (June 12, 2025)bloomberg.co.jp

• khb East Japan Broadcasting "Kewpie to End Production of Baby Food by End of August Next Year" (June 12, 2025) khb-tv.co.jp