From Cradle To Grave, Japan’s Kewpie Adapts Menu To Feed Ageing Nation
Back in 1960, Japan’s Kewpie Corp began selling canned baby food, sensing a chance to catch a wave of young families raising kids in an economy roaring back to growth after the devastation of World War Two. Almost 55 years later, the Tokyo-based company sees a new opportunity opening up in rapidly ageing Japan as parents who brought kids up on Kewpie approach their sunset years – what it calls “nursing care food” for the elderly. Kewpie says it’s on the brink of turning a profit on a range of stewed or pureed ready-to-eat meals called “Gentle Menu”, currently sold in specialist sections of drugstores and a small number of supermarkets.
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