明治 ほほえみ®

No.1 in Sales in Japan*5 Meiji Hohoemi is an infant 
formula most-frequently
chosen by Japanese mothers.*5

“I want to choose an infant formula that closely
resembles mother’s milk and gives me peace of mind.” Meiji Hohoemi supports babies’ 
growth by offering three assurances.
    That’s why it is No.1 in Sales in Japan*5

*1: Based on a study by Meiji (as of September 2013)
*2: With respect to the amounts of arachidonic acid and DHA added to infant formulas that are produced in Japan
*3: Infant formulas that are formulated with quantities of arachidonic acid up to the range found in mother’s milk
*4: Infant formulas produced in Japan that are formulated with quantities of arachidonic acid and those with DHA up to the range found in mother’s milk
*5: Yen-based manufacturer market share (based on yen amount) of infant formula for babies between April 2014 and March 2015, based on a survey of all business categories, including baby specialty stores, by Intage SDI

Assurance1 Assurance based on an evaluation of mother’s milk 
from more than 4,000 mothers and a study of over 200,000 babies.

Over 90 Years of History in Infant 
Formula Research and Development

Meiji has conducted R&D on infant formula for over 90 years, with dedication to ensuring the healthy growth of babies. Meiji is devoted to the science of mother’s milk, aiming to create a formula that lets formula-fed babies grow just as healthy as those who are fed mother’s milk. Meiji does this by formulating ingredients as closely resembling the composition of mother’s milk as possible. As part of the Mother’s Milk Evaluation, in which mother’s milk from more than 4,000 mothers was analyzed, a Growth Study has been conducted over a period of 40 plus years, and the growth of over 200,000 babies has been monitored.
Mother’s milk from more than 
4,000 mothers evaluated 
                    Precious mother’s milk samples gifted to Meiji by mothers all over Japan Growth of over
200,000 babies studied
                    The weight distribution of babies raised on mother’s milk 
and that of babies raised on Hohoemi are essentially identical.

Assurance2 Assurance of quality and quantity of nutrients, 
backed by the company’s determination to enable formula-fed 
babies to grow to be as healthy as those raised on mother’s milk

Formulation of proteins that help babies’ growth 
and a reduction of those that are not found in mother’s milk

Total amounts of casein and whey protein
                        Nearly the same 
as mother’s milk!
Meiji Hohoemi is formulated not only with ingredients that help support babies’ growth, but also with reduced amounts of ingredients that do not exist in mother’s milk. Milk proteins consist largely of casein and whey protein. The total amount of these two types of proteins in Meiji Hohoemi is approximately the same as in mother’s milk. Attention also paid to the balance of whey protein! Whey protein is made up of proteins that are easily digestible, as well as those that are not. Thanks to Meiji’s proprietary technology, easily digestible proteins are retained in Meiji Hohoemi at levels close to those of mother’s milk, while proteins that are difficult to digest are selectively decomposed.

Meiji Hohoemi is the only formula that contains 
much talked-about arachidonic acid in quantities 
reaching the range found in mother’s milk.

Arachidonic acid (ARA)
                        The First in Japan!※1
                        Formulated up to the range 
found in mother’s milk
                        No.1 in the amount 
formulated
                        67mg
*1: Based on a study by Meiji (as of September 2013)
*2: Component amount within the range
of amounts found in mother’s milk
(mg/100g)

Arachidonic acid (ARA) is present in animal-based foods, such as pork, beef, liver, chicken eggs, chicken thighs and fish. It has been receiving much attention lately as an essential nutrient that helps support the development and growth of babies. Meiji Hohoemi is the only infant formula in Japan that is formulated with quantities of arachidonic acid reaching the range found in mother’s milk.
No.1*1
                    First in
Japan*1
                    The 
Only One1*1

The only infant formula that contains DHA, 
another essential nutrient for babies’ growth, 
also in the range found in mother’s milk

DHA
                        No.1 in the amount 
formulated
                        100mg
*1: Based on a study by Meiji (as of September 2013)
*2: Component amount equivalent to
  the range found in mother’s milk
(mg/100g)

DHA (docosahexaenoic acid) is well known as a lipid found in large quantities in tuna and other fatty fish. Similarly to arachidonic acid, it is an essential nutrient for the development of babies. Meiji Hohoemi is the only infant formula that is formulated with quantities of DHA reaching the range found in mother’s milk.
No.1*1
                    The 
Only One1*1

Assurance3 Meiji’s assured quality,
 based on rigorous inspections
        Certified by 
ISO 9001 
International 
Standards

Sense of Responsibility and Pride: Two Pillars of Infant Formula 
Factories That Produce Safe Products Offering Peace of Mind

A substantial number of employees are involved at each step of Meiji Hohoemi production, from development and product design to raw material procurement and sale. They maintain assured quality by collaborating among individual groups, while holding themselves responsible for and taking pride in their work. Because infant formula supports babies’ growth, Meiji uses rigorous inspection standards for safety and manufactures products that can be relied upon.
Prevention of 
contamination Inside each factory, people and equipment are kept to strict standards of cleanliness in order to ensure no contaminants enter the product.
Air shower
Air shower
Windowless 
structure
Windowless
structure

Production 
process check Each piece of equipment in the production process is controlled by a computer in the central control room. Safety is checked throughout the process.
Central Control Room (Control Panel)
Central
Control Room
(Control Panel)
Central Control Room(Operator)
Central
Control Room
(Operator)

Post-packaging 
Inspection Safety is closely examined from multiple angles, even after packaging, not just with respect to ingredients.
Product Inspection
Product
Inspection
Outer Appearance Check
Outer
Appearance
Check


Four Ways to Guard Infant Formula from Radioactive Substances

Meiji voluntarily inspects all of its infant formula products for radioactive substances.

1 Voluntary inspection 
for radioactive substances 2 Disclosure of 
inspection results
3 Rigorous inspection 
standards 4 Use of high-precision
 inspection equipment
[Description of Radioactive Substance Test] Meiji Hohoemi 800g (Can)
[Expiration date]
2015 2016


Meiji Hohoemi Raku Raku Cube (1296g, 648g, 432g, 108g)
[Expiration date]
2015 2016

  • Assurance!
  • Improved Convenience!
  • Product Line-up

Improved Convenience! Mix formula any time, any place with ease

The First in the World* Easy and Accurate. A new standard for infant formulas.
Tab-shaped Meiji Hohoemi Raku Raku Cube

The first tab-shaped infant formula in the world*. Using a proprietary production method and without using any additives, Meiji Hohoemi is compressed into solidly-packed tabs.
Any time!You are covered even if your baby starts crying all of a sudden!The tab dissolves in hot water in a flash. You do not have to make your baby wait, even when he/she starts to cry suddenly.
            Anyone!You don’t need to worry, even when you leave your baby with a family member.Anyone can make it with ease. That means asking Daddy, Grandpa or Grandma isn’t a problem.
            Any place!All you need to do is take some tabs out of the pouch and drop them in a bottle!You can drop some tabs straight from the pouch into a bottle. So it’s convenient when you are away from home. Carrying them around is a breeze, too.
            Accurate!No need for a spoon and there’s no spillage.Each tab is for 40ml. There’s no need for measurement! You can mix formula spill-free without a spoon. 
            Long-term storage too!Good for long-term storage, and even for emergency preparedness.Powdered infant formula that comes in a can must be used up within one month. The tab-shaped formula keeps for an extended period of time. You will be worry-free even in an emergency.
            Hygienic!The individual packages are always hygienic.The individual packages allow you to open only what you need when you need it, so they are always fresh and hygienic.
The diameter of the 
pouch was chosen to fit 
the mouth of a baby bottle.
                    Includes an illustration of 
the tabs to show you 
how many tabs are left
                    Perforated to make it 
easy to keep 
unused portions.
*As of October 2007
Benefits of Raku Raku Cubes, Shown in Comic Strips
The story of 
Ms. Ma from Gifu Prefecture “A Priceless Smile” The story of the 
mother of three vibrant daughters“I did it all by myself.”
There are many more opinions from mothers who are regular users of the product.
I had considered it to be my job to breastfeed and formula-feed my baby. Thanks to Raku Raku Cubes, however my husband pitch in.Raku Raku Cubes are very helpful.
                Since each Raku Raku Cube makes 40 ml of formula and the product comes in blocks, you can see and count the number of tabs that you place in a bottle. That’s one thing that makes the product appealing to consumers.
                I love the perforations on the individual packages! They are so easy to open that even my elementary school-age son can handle it without any problem.
                Since the tabs are individually packaged, even mothers who mainly rely on breast milk can use the product when necessary in the quantities needed.
                When my baby cries and I need to mix formula quickly, I do not need to grab a spoon and measure the amount of powder. It’s very convenient. It also dissolves easily and I can make it with one hand. It helps a lot.
                Even though this product comes in a different shape, the ingredients are still the same as in the powdered form of Meiji Hohoemi. It’s handy that I can use both of them together.
  • Assurance!
  • Improved Convenience!
  • Product Line-up

Product Lineup

Infant formula from birth to the first birthday

For mothers who rely 
mainly on breast milk 
and are trying formula 
for the first time
                  Meiji Hohoemi 
Raku Raku Cube
27g (5 tabs) x 16 pouches A bargain for mothers 
who use Cubes every day
                  Meiji Hohoemi
Raku Raku Cube
27g (5 tabs) x 24 pouches x 2 boxes A convenient 
small size for 
use away from home
                  Meiji Hohoemi
Raku Raku Cube
21.6g (4 tabs) x 5 pouches It also comes 
in a can.
                    Meiji Hohoemi
Content: 800g (Large can)
  • Assurance!
  • Improved Convenience!
  • Product Line-up

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