The Harvard Business Review Entrepreneur's Handbook: Everything You Need to Launch and Grow Your New Business

I think we should introduce Hiroshi Takatoh as an angel investor. He introduced Japan’s first ad fraud detection service at his own startup Momentum back in 2014, and then sold it in 2017 to Syn. Holdings (now known as Supership Holdings), a subsidiary of Japanese telco KDDI (TSE: 9433). Since then, as far as we know, he has invested in startups that contribute to improving people’s social lives, such as Triple W Japan, Legal Technology, and Holoash.

Earlier this year Takatoh took became back to a serial entrepreneur by founding a new startup called to develop foods for for diabetes. It may be unusual for anyone to switch from ad to health food industry, but it seems that his feelings for his wife, who he lost to cancer, are behind his decision. Although it depends on the type of cancer and the location of the onset, there is a lot of scientific evidence that cancer cannot be completely cured by surgical treatment alone, and that it is largely due to diet. Consuming well-balanced nutritious food on a daily basis can lead to prevention, but today’s busy people do not have much time to shop and some of them may not have the cooking skills.

This is why Takatoh created meal replacements, or complete nutritious meals that can replace our usual meals. Focusing on diabetes, one of the most common lifestyle-related diseases among people today, he plans to start selling meal replacements, which contain a lot of superfood ingredients such as seaweed polyphenols, in August in the US, where about 120 million people are said to have pre- and diabetes. When dissolved in water, it can be drunk as a smoothie or latte with a focus to help curb blood sugar spikes. Many people in the US have been so far using the protein sheets to manage morning blood sugar spikes.

Dr. Yoshiro Kubota (Director Kikkoman General Hospital, preventive medicine expert Dr. Mitsuo Numata (Umikaze Clinic in Yamaguchi), and Dr. Roman Kalista (CEO, New York-based nutrition-focused AI developer RxDiet) have helped develop the Teatis meal replacement. Ahead of the official launch, about 4,000 pre-registered users have tried the Teatis product, and many of them have given positive feedback that they felt they were able to keep their blood sugar levels under control.

Before the official launch in the US, Teatis revealed that it had raised about 40 million yen ($360,000 US) in funding from several angel investors. The names disclosed include Takuya Noguchi (CEO of Japanese D2C healthcare startup), Tatsuro Shimada (former CTO, mobile Q&A app developer cConnehito), and Yuichi Uchida (Mercari). The company plans to conduct a product market fit first, and then expect to raise funds from a variety of investors around the world to expand to India, China, Japan, and other countries if the market response is good.