weider
The nutrition brand behind Japan's ubiquitous 'in Jelly', grown by Morinaga.
Morinaga's sports-nutrition brand, known for in Jelly and Mass/Muscle Fit protein.
Brand facts
- Founded
- 1996
- Headquarters
- Tokyo, Japan
- Parent / operator
- Morinaga & Co. (Japan license)
- Origin
- Japan
About weider
The name traces to legendary US trainer Joe Weider, but in Japan it's run by Morinaga & Co. The runaway success of 'in Jelly' plus products like Muscle Fit protein make it a staple of convenient nutrition.
What sets weider apart
It uniquely mainstreamed the jelly-drink format for everyday nutrition, powered by a confectionery maker's technology and distribution.
Ingredient sourcing
Uses Morinaga's group sourcing and quality systems to formulate jellies and protein.
Manufacturing & quality
Produced in Japan under Morinaga's food-grade quality systems.
Certifications & testing
- Morinaga group quality assurance
Signature products
- in Jelly (Energy, Protein, etc.)
- Muscle Fit Protein
- in Bar
Focus categories
- Jelly drinks
- Protein
- Energy
- Sports nutrition
Price positioning
Mid-range — the value is convenience, available even at convenience stores.
Where to buy in Japan
Available at convenience stores, drugstores, supermarkets, Amazon.co.jp and Rakuten Ichiba.
Best for
Anyone who wants fast, easy nutrition on busy mornings or around workouts.
Things to keep in mind
Jelly drinks cost more per gram of nutrition than powders.
Frequently asked questions
Is in Jelly a weider product?
Yes — it's widely known as a Morinaga product under the weider brand.
Prices are sample data. Check the retailer's site for the current price.