#Japan #Shibuya #Kewpie #Easy Menu #Thickening Powder

Introducing Kewpie's New Easy-to-Use Thickening Powder

Kewpie Corporation, headquartered in Shibuya, Tokyo, is set to launch a new product from its 'Easy Menu' series. Starting from March 5, 2026, a user-friendly package of 10 sticks of 'Thickening Fine' will be available, aimed at helping those who experience difficulty swallowing. Along with this new offering, Kewpie will also revamp the packaging design of three existing products to make them more approachable.

What is 'Thickening Fine'?

'Thickening Fine' is a powdered product that allows users to easily thicken food and drinks without altering their flavor or aroma. It is officially recognized as a food for those with swallowing difficulties, also known as dysphagia. This product can be used for all types of meals, providing an essential aid for individuals facing challenges when eating or drinking.

Understanding the Growing Market

In recent years, the market for thickening foods has been on the rise. Predictions suggest that it will reach approximately 1.73 billion yen by 2024, with a remarkable growth of about 120% over the past seven years. Kewpie's research indicates, however, that there are still many potential users who feel deterred from trying the products due to the strong association with caregiving and assistance for the elderly. To address this concern, Kewpie has designed the new packaging to be warm and inviting, making it easier for newcomers to understand how to use the product without feeling overwhelmed by the stigma of caregiving.

Addressing Psychological Barriers

The psychological barriers that come with using food care products are significant. Kewpie has identified a number of consumers who remain hesitant to adopt thickening agents, primarily because they appear too specialized. The newly launched 10-stick package allows consumers to experiment with a smaller quantity, providing peace of mind and easing them into the world of care foods. This product is designed for those who are beginning to think about support before needing substantial aid.

Easy to Use for First-Timers

Each stick contains 1.5g of thickening powder, an optimal amount when it comes to providing a light thickness for about 150ml of liquid. This measurement is particularly suitable for the elderly, who often require moderate modifications in their food and drink. The product dissolves quickly in both cold and hot beverages without forming clumps, thus making the preparation seamless without requiring heating.

Versatile Application

Not limited to beverages, the Thickening Fine can also be used in various dishes such as miso soup, tea, or even for preparing thickened rice and noodle dishes. Kewpie is dedicated to continuously developing products that support both caregivers and recipients, promoting joyful eating experiences with their 'Easy Menu' series. Their commitment extends to offering gentle solutions for consumers, ensuring meals and drinks are accessible for everyone.

Product Overview

1. Product Name: 'Thickening Fine'
2. Contents: 10 sticks per pack
3. Release Date: March 5, 2026, available nationwide

Key Features

• - Powder dissolves quickly and creates a smooth texture without clumping.
• - Maintains the original flavor and aroma of drinks and food while offering a clear, appetizing finish.
• - Easily integrated into a variety of hot and cold dishes, from soups to carbonated drinks, providing extensive usability.

Kewpie is committed to expanding the accessibility of their products in the caregiving sector, highlighting the importance of eating joyfully and safely. For more information about their meals specifically designed for those with unique dietary needs, visit their special site at Kewpie Easy Menu.