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Smile&

Smile&

スマイルアンド
Vendor
株式会社SoooooS.カンパニー
A toddler food brand using domestically produced ingredients. We deliver a gentle taste that the whole family can enjoy together.
    Social GoodOrganicOnly on goooodsFemale Leadership
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About the brand

A toddler food brand using domestically produced ingredients. We deliver a gentle taste that the whole family can enjoy together.
1
"Hotokechi" is a treat to enjoy from 9 months old! Made from domestic wheat and aluminum-free materials, it gently preserves the first delicious taste
2
A child's 'Delicious!' brings a smile to their parents' faces. Packed with beloved features like single-use without measure, rice flour with vegetables, and ready-to-eat pouch that adults will be satisfied just by heating
3
The best smile is a response to the future. This is an infant food brand that delivers compassion to both people and the planet without straining your mind or body
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Learn more about this brand

Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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"Creating the Beyond Smiles"—this phrase is at the heart of all Smile&'s activities. Create something together, learn something new, and leave behind irreplaceable memories.
　
There is little room in daily life or time. You feel a sense of distance from your family and those around you. My mind is filled with concern for health and the environment.
For people today struggling with many worries, it's really wonderful that everyone can enjoy it together for a long time.
Smiles connect people, enrich hearts, and foster compassion for society and nature.
Even if each person's smile is small, it becomes a great force that connects families, communities, society, and the next generation.
　
The best smile is our answer to the future.
We will bring you a new way of life that starts with a smile.

What are we doing?

Our brand values "connecting smiles." To achieve this, we poured our love and dedication into every product creation. Delicious, safe, and secure, and even more comfortable and fun! We aim to create such products.
　
What we especially focused on was the shining smile of the mom who said, "This is really helpful!" Parenting is a busy, battle-like day. That's why we've packed plenty of thoughtful touches—like 100g disposable packs that you can use quickly without measuring, or colorful, nutritious rice flour mixed with vegetables—so you can make it quickly even on busy mornings, and kids will love eating it with excitement.
　
The packaging design also pursues a cuteness that lifts your mood just by holding it. "Just having them in the kitchen is adorable!" and we've designed them so they blend naturally into your daily life, making you enjoy them two or three times over and over. We don't just deliver products; we want to be someone who continues to propose exciting lifestyles where the very time spent using them becomes a wonderful attraction.

Commitment to the product

Introducing Smile&'s three flagship products that brighten up the dining table of moms and children with sparkling smiles!
　
Hot Week
She is the brand's unwavering poster girl whom you can enjoy with peace of mind from 9 months old! Proud of its soft and gentle mouthfeel, it brings out the rich flavor of domestic wheat, as if it has trapped the light of a sun. With an aluminum-free and mildly sweet design, it's perfect for babies' "first pancake" debut. From the moment you bake, your whole home is filled with a happy aroma, and your child will surely rush to the kitchen with excitement. This is a magical mixed flour that the whole family can share with you, saying, "Delicious!" together.
　
Rice Hot Ketch (with Komatsuna and Carrot)
Made with 100% domestically produced rice flour, we mix vegetables packed with the farmers' love. Without wheat, the vegetables preserve the natural vibrant colors of their natural flavors, so the finished dish is super cute and photogenic! Even children who aren't fond of vegetables can confidently offer their plate with these cute pancakes, saying they want more. It's also great for moms that they can enjoy the nutrients they often lack, like a snack.
　
My first curry roux made with organic rice
The aroma of organic brown rice flour and carefully selected spices is irresistible, making it an exquisite roux that even adults can't help but want more. Without using animal-derived ingredients or preservatives, we extract a rich, rich flavor and umami purely from nature's blessings. From around age one to adulthood, the time the whole family can spend gathered around the same pot of curry roux and share 'Delicious!' is the greatest treasure for a family. As a flake type, it melts easily and can be made from a single plate, making it a magical item that makes cooking time lighter and more enjoyable.
　

Who are supporting us?

Smile& has received overwhelming support from moms and dads in their 30s and 40s who want to live each day in their own way and cherish it. People who want to feed their children something that feels safe and exciting, and who want to nurture rich sensibility through eating, resonate with the "fun" and "kindness" we propose. On social media, there are many happy posts every day, such as children diligently mixing dough and happily eating their mouths, with messages like "Thanks to Hotokechi, my family smiled from the morning!" and "With this, we can enjoy cooking together with peace of mind."
　
Additionally, it has long been loved by select shops, organic specialty stores, and stylish variety stores nationwide as a warm brand where conversations with customers naturally flow. Its adorable packaging and heartwarming concept make it a very popular gift, often chosen as a baby gift, birthday, or a small present.
　
Customers who have purchased have shared many happy messages such as, "Every time I use it, both I and my children feel warm," which has become a great source of energy for our next product development. Moving forward, we will continue to aim for "beyond smiles," starting from each dining table, and bring happiness to the world!
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