Asahi Group Foods positions WAKODO as a comprehensive brand offering baby formula, food, skincare, and related items tailored to the specific developmental stages and needs of infants.

Professor Tsukasa Hirota

The origins of Wakodo lie with Tsukasa Hirota, a physician recognized as a pioneer of Japanese pediatrics. Originally trained in surgery, Hirota developed an interest in child health while studying medicine in Germany in 1885. Upon returning to Japan, he became the first professor of pediatrics at Tokyo Imperial University (now the University of Tokyo) and helped establish pediatrics as a distinct medical discipline. He also published what is considered Japan’s first pediatrics textbook and promoted social welfare initiatives for disadvantaged children. His philosophy emphasized that preventing illness and improving nutrition were fundamental to child survival, a principle that became the foundation of Wakodo.

Establishment of Wakodo Pharmacy

In 1906, Hirota established Wakodo Pharmacy in Kanda, Tokyo, marking the official beginning of the brand. At that time, Japan experienced high infant mortality rates, with historical estimates suggesting approximately 150–160 deaths per 1,000 live births during the pharmacy’s founding era. Initially, the pharmacy imported children’s healthcare and nutritional products from Germany, which was then a leader in pharmaceutical technology. However, Wakodo soon shifted toward domestic product development. One of its earliest innovations was Siccarol, identified as Japan’s first domestically produced baby powder.

First domestic infant formula

A significant milestone occurred in 1917 with the launch of Kinomeal, described as Japan’s first domestically produced infant milk formula. Prior to this, cow’s milk was often used as a breast milk substitute, but limited refrigeration and food safety systems posed severe risks. Wakodo’s second president, Kyoji Ohga, developed Kinomeal as a safer powdered alternative that could be stored and prepared hygienically. This innovation established a core characteristic of the business: treating infant nutrition as a public health imperative rather than solely as a consumer product.

First domestic baby food

In 1937, Wakodo introduced Grismael, recognized as the first baby food manufactured in Japan. Based on processed rice, it was designed to provide a nutritious and hygienic option for infants beginning the weaning process. This addressed serious issues regarding infant malnutrition and gastrointestinal illness prevalent at the time. The product was developed based on recommendations from child nutrition specialist Dr. Takayuki Ohta, who advocated for standardized rice gruel to ensure safe preparation in households. Unlike early American commercial baby foods driven primarily by convenience, Wakodo states that Japanese baby food emerged fundamentally from nutritional and public health necessities.

Association with the Imperial Family

Historical records indicate a connection between Wakodo products and the Japanese Imperial Family. Notably, Grismael was reportedly used by Empress Kōjun when raising Princess Takako (later Takako Shimazu). Corporate histories also document visits to Wakodo facilities and discussions involving infant nutrition products. While these associations contribute to the brand’s historical reputation, they are regarded as historical connections rather than modern endorsements.

Early Wakodo executives integrated social welfare into the company’s operations. In 1927, President Kyoji Ohga established the Ikuei Society to support childcare, nutrition, and child health initiatives. The following year, an institution opened in Osaka as Japan’s first child health center, providing childcare education, nutritional guidance, health consultations, and support for infants. Ohga also supported various hospitals and infant care facilities. Consequently, Wakodo’s early history is distinguished by the close intertwining of medical practice, social welfare, nutrition science, and commercial product development.

Throughout the 20th century, Wakodo expanded from basic infant care into a broader nutrition business. Key milestones include:

• 1906: Wakodo Pharmacy established in Tokyo; Siccarol launched as Japan’s first domestic baby powder.
• 1917: Kinomeal launched as Japan’s first domestic infant formula.
• 1937: Grismael launched as Japan’s first domestic baby food.
• 1965: New Lacto commercial-use milk powder launched.
• 1984: Launch of the world’s first freeze-dried baby food.
• 2000: HAIHAI and GUNGUN formulas launched.

The introduction of freeze-dried baby food in 1984 marked a transition toward applying advanced food processing technology to infant nutrition.

The corporate structure of Wakodo underwent significant changes in the 21st century. Following a reorganization of Asahi’s food businesses, Asahi Group Foods began integrated operations in 2016, combining functions from Amano Jitsugyo, WAKODO, and Asahi Food & Healthcare. In 2017, WAKODO Co., Ltd. was absorbed into Asahi Group Foods, Ltd.

Consequently, Wakodo now exists primarily as a brand within the Asahi Group portfolio rather than as an independent corporation. Official sources confirm that the former corporation transitioned to a brand status in July 2017. It is important to distinguish between the two entities: Wakodo is the specific baby care and infant nutrition brand, while Asahi Group Foods is the parent company managing a broader portfolio that includes other food and health-related businesses.

Modern WAKODO focuses on products for babies and young children across four main categories:

• Infant formula: Designed for different developmental stages, continuing the lineage established by Kinomeal in 1917.
• Baby food: Includes meals and snacks tailored to various stages of weaning and early childhood eating.
• Weaning foods: Products intended to assist parents in introducing textures and flavors as infants transition from milk to solids.
• Baby skincare: Extends the brand’s scope beyond nutrition to include hygiene and skin care products for infants.

Wakodo’s current positioning is encapsulated by the phrase “Always Loving Quality for Your Baby.” This approach emphasizes quality assurance and age-appropriate product development. The brand’s identity rests on three pillars:

1. Infant nutrition: Nutrition remains the central focus, reflecting the brand’s origins.
2. Safety and quality: A historical emphasis on hygienic and reliable food, rooted in the public health challenges of early 20th-century Japan.
3. Scientific expertise: An identity strongly influenced by pediatric medicine and child nutrition science.

Unlike brands originating purely as food manufacturers, Wakodo’s heritage is grounded in pediatric medicine and child welfare.

While fundamentally Japanese, Asahi Group Foods has increasingly positioned Wakodo as an Asian baby nutrition brand. The company leverages over a century of experience in supporting infant growth in Japan to expand into other Asian markets. Localized information is maintained for specific regions, including Vietnam, where the brand is presented with a focus on its long history and Japanese origin.

Several factors distinguish Wakodo from other brands in the sector:

• Heritage: With origins in 1906, it predates many modern Japanese consumer brands in the baby care category.
• Pediatric connection: Founder Tsukasa Hirota was a seminal figure in Japanese pediatrics 1.
• Pioneering products: Claims major domestic firsts, including baby powder, infant formula, baby food, and the world’s first freeze-dried baby food 2.
• Public health roots: Early products were direct responses to critical issues regarding infant mortality and hygiene.
• Continuity: Despite corporate absorption, the WAKODO name has been retained to preserve its historical identity.

Historical milestones are based on Asahi Group Foods’ corporate history and Wakodo’s archival records 34.

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4. 和光堂｜ベビーフード｜乳幼児・妊産婦向け商品｜商品情報｜アサヒグループ食品