[Meiji x MISOVATION] MISOVATION, a maker of complete nutrition foods, and Meiji's New Business Development Team jointly develop "Shushoku-gata" (staple food type) nutritional food for toddlers, "Eiyou Gururi," available for pre-order on Makuake from March 30th.

MISOVATION Co., Ltd. (Headquarters: Chuo-ku, Tokyo, Representative Director: Yuto Saito) announced "Eiyou Gururi," a "staple food type" nutritional food for toddlers aged 3-5, jointly developed with Meiji Co., Ltd.'s New Business Development Team. Pre-order sales will begin on the crowdfunding service "Makuake" on Monday, March 30, 2026, at 11:00 AM.

This product was born from the combination of MISOVATION's "natural nutritional design" (※), which focuses on developing and selling complete nutrition foods using fermented soybean ingredients, and Meiji's proprietary nutritional profiling technology. It is designed with over 30 essential nutrients for toddlers aged 3-5, primarily using "fermented soybeans" whose nutritional value is enhanced by fermenting soybeans with koji mold, derived from the ingredients themselves.

While the market for complete nutrition foods for adults is expanding, the options for children's nutritional foods are currently limited. "Eiyou Gururi" aims to optimize children's nutrition by providing a new, easily incorporable option into daily meals, balancing deliciousness as a meal with nutritional balance.

【Pre-order Sales Page】https://www.makuake.com/project/eiyogururi01/

※ "Natural nutritional design" refers to an approach that does not rely on synthetic nutrient fortifiers such as vitamins, but rather designs the nutritional combination using the nutrients inherent in ingredients themselves, such as vegetables, seafood, meat, beans, nuts, seaweed, and dairy products, with "fermented soybeans" – whose nutritional value is enhanced by fermenting soybeans with koji mold – as the primary component.

Background of Development: Expanding Complete Nutrition Market and Shrinking Toddler Food Market

The complete nutrition food market is projected to reach 54.6 billion yen by 2030 (※), and the adult segment is rapidly expanding with many companies, from startups to major corporations, entering the market. On the other hand, the toddler food market is on a downward trend due to social factors such as declining birthrates, and it has been a sector where significant evolution has been difficult.

While there are currently products that can supplement children's nutrition, there are still few new options that can meet the nutritional needs of toddlers while valuing "deliciousness and enjoyment as a meal."

※ Fuji Keizai https://www.fuji-keizai.co.jp/file.html?dir=press&file=23010.pdf&nocache

The period from 3 to 5 years old, in particular, is a transition phase towards adult meals, yet the nutrients required for growth are diverse. Furthermore, issues such as picky eating and small appetites tend to become apparent, making it the age group where parents' concerns about food are most concentrated within the household.