Kanro Gears Up for Full-Scale U.S. Launch
Kanro Inc., known for popular products like Kanro Candy and Pure Gummy, plans to fully enter the United States in fall 2025, aiming at the huge gummy market. We talked with President Tetsuya Murata about the company’s plans and goals as it brings its flagship Pure Gummy brand to America.
Tapping into a Market Eleven Times the Size of Japan’s
In 2024, the U.S. gummy market was valued at ¥1.2917 trillion, which is more than 11 times Japan’s ¥113.8 billion. Per capita spending tells a similar story: Americans spent an average of ¥3,842 on gummies, over three times Japan’s ¥1,176. Recognizing this opportunity, Kanro set up Kanro America Inc. in May 2025 to lead its U.S. operations. The company has been steadily growing its presence by participating in trade shows, launching a website and social media channels, and laying the foundation for an effective digital marketing strategy aimed at both consumers and buyers.
Exhibiting at Fancy Food Show 2025Ahead of its official market launch, Kanro showcased at the Fancy Food Show in Las Vegas in January 2025, followed by the Summer Fancy Food Show 2025 in New York from June 29 to July 1. Along with its initial offerings, Pure Gummy Lemon and Grape, the company highlighted upcoming premium flavors, White Peach from Yamanashi and Shine Muscat Sparkling, with tastings for attendees. Feedback from buyers and distributors was overwhelmingly positive, praising the gummies for their “perfect balance of sweetness and tartness,” “cute heart-shaped pieces and charming package concept,” and “juicy, delicious flavor” of the premium line. The reception has given Kanro strong momentum for its U.S. launch this fall.
Pure Gummies to be launched in the U.S. (left) and those currently sold in Japan (right)What are the main points and challenges of your U.S. sales strategy?
A key point is designing our sales approach to fit the U.S. market. We are committed to leading with Pure Gummy, but we need to assess whether the four P’s—Product, Price, Place, and Promotion—truly align with our expectations or require adjustments. We’ve conducted consumer research and market analysis, but some insights and challenges only become clear once the product is on shelves. Being able to quickly identify these challenges and respond effectively will be essential to our success.
What is your plan for market expansion?We will initially focus on Japanese and Asian specialty markets, while simultaneously exploring entry into the U.S. mainstream. As we have seen with other brands, having the right “trigger moment” is often key. That said, we won’t simply wait for the right timing—we will take the first steps now and remain flexible, scaling up without rigidly adhering to a step-by-step approach. Looking ahead, local production is also on the table, and we will adapt our strategy as we monitor the market.
What makes Pure Gummy unique?Many competing gummy brands focus primarily on children, with teenagers as their upper target range. In the U.S., we are starting to see more products aimed at adults, but it is still a growing segment. Our target is women in their 20s and 30s, which sets us apart. We aim to differentiate ourselves through authentic fruit flavors and emotionally resonant packaging and messaging, giving Pure Gummy a distinctive appeal in the market.
What vision, commitment, and passion do you bring to your U.S. market entry?We have challenged the U.S. market before, but this time, we are going all in with Pure Gummy—the No. 1 gummy brand in Japan*—as our spearhead. Through this expansion, we want local consumers to experience firsthand just how delicious Japanese confectionery can be. On a company level, we see this as an opportunity for growth, and for our employees, the chance to share Pure Gummy with customers in the U.S. is a deeply inspiring goal. This venture carries great meaning for both our people and our business, and we are determined to execute it with care and commitment.
*Source: INTAGE SRI+ Gummy Market, October 2023–September 2024, cumulative brand sales ranking
Tetsuya Murata, President and CEOPurpose: Sweeten the Future – One Bite Can Open Hearts
In 2022, Kanro established its corporate purpose: Sweeten the Future – One Bite Can Open Hearts. This statement reflects the company’s journey and its aspirations in an era of rapid change and uncertainty. Having long pursued innovation in harnessing the power of sugar, Kanro aims to evolve its expertise to create moments that “open hearts” and contribute to a sustainable future for people and society alike.
