Japanese food-tech company Base Food debuts cookies in US market

USA – Japanese food technology firm Base Food has announced that it will be launching its nutrient-dense Base Cookies in the U.S, with the intention of tapping a novel customer base for its cookie line.

According to the company, Base Cookies will be available on Amazon and Walmart’s and Kroger’s websites starting February 26.

This U.S. expansion is poised to contribute to the well-being of American consumers by offering them simple, tasty, and nutritious food options. The company is also intending to expand its U.S. presence through local production and strategic partnerships.

Base Foods reported that their Base Cookies are nutrient-rich, combining more than 10 natural ingredients like whole wheat, soy, kelp, and rice bran.

Crafted with the company’s proprietary technology, they are formulated to offer a balanced blend of protein, fiber, and 21 vitamins and minerals in a delicious, wholesome snack.

Base Food is familiar to American consumers and bakers, due to its Base Bread, a product intended to offer high nutrition and natural ingredients. The product was introduced to U.S. consumers in 2020 and sold online via one-time purchase and through a subscription.

Founded in 2016, Base Food Inc. has rapidly grown to become a leader in the food-tech industry. It has managed to gain a listing on the Tokyo Stock Exchange Growth Market within just six years.

In Japan, the company has sold over 200 million units of its products. It also has a subscription base of more than 210,000 customers as of June 2024.

In fiscal year 2024, Base Food recorded sales of approximately US$98.82M. The company has also expanded to Hong Kong, China, Singapore, and Taiwan, establishing its cross-border e-commerce presence to five regions.

According to Mintel, a global market intelligence agency, the large and mature cookies category in the United States grew 4.6% in 2024 reaching US$15.5B in sales, driven by moderate price increases on top of relatively flat volume growth.

The Mintel report continued to establish that, in the U.S., frequent cookie eating is becoming more commonplace, with over one in 10 Americans consuming multiple times daily. Stress could be a factor here, as stressed customers could use entertainment, which could include foods like cookies, as a distraction.

The report concluded that moving forward, brands will be necessitated to innovate cookies with more wholesome ingredients, reduced additives, and dietary accommodations to match consumers’ shift toward wellness lifestyles.

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