Morinaga Nutritional Foods
Leading B2B Probiotics Manufacturer
Summary
Morinaga Nutritional Foods partnered with Quaintise to boost its digital presence and establish authority in the North American B2B probiotics market. Facing limited visibility despite its science-backed probiotic and postbiotic offerings, the company needed a strategy to engage potential partners and drive qualified traffic. Quaintise delivered a comprehensive approach, including the development of a professional, user-friendly website, the launch of an educational Instagram account, and a targeted Google Ads campaign. In addition, a full SEO strategy was implemented, covering technical site improvements, blog content creation, keyword targeting, and link building. As a result, the brand saw measurable growth in organic traffic, stronger user engagement, and improved visibility in search rankings.
Along with enhancing their online presence, we designed two backdrop banners for industry events. The clean, professional designs reflected their brand identity and helped them stand out in a crowded space, boosting traffic and strengthening connections with potential partners.
Background
Morinaga Nutritional Foods is the U.S. based subsidiary of Morinaga Milk Industry Co., Ltd., one of Japan’s leading dairy and probiotic innovators. As a key arm of Morinaga’s global expansion, Morinaga Nutritional Foods is dedicated to promoting and supplying Morinaga’s clinically backed Human-Residential Bifidobacteria (HRB) probiotics and postbiotics to the North American market. The company supports partners in developing high-quality dietary supplements, functional foods, and infant nutrition products using ingredients known for their safety, stability, and efficacy. With a strong commitment to science and innovation, Morinaga Nutritional Foods helps bring Morinaga Milk’s decades of research and trusted probiotic solutions to the broader health and wellness industry.
Challenge
As a B2B probiotics manufacturer, Morinaga Nutritional Foods had recently expanded into the U.S. market but faced limited online visibility, which hindered their ability to attract potential business partners, distributors, and key industry stakeholders. To support their market entry and growth, Quaintise helped establish a strong digital presence that would showcase their scientifically backed probiotic and postbiotic strains and position them as a trusted leader in the microbiome health sector.
Solutions
Build a professional, user-friendly website to highlight Morinaga’s product portfolio and scientific expertise.
Increase brand awareness among key B2B audiences, including supplement brands and wellness companies.
Drive targeted traffic through a strategic mix of organic and paid channels.
Establish Morinaga Nutritional Foods as an authority in the probiotics and postbiotics field through content marketing and SEO.
Grow a social media presence to engage industry professionals, amplify brand messaging, and educate the general public about the products.
Key Solutions Delivered
Website Development
Build a professional, informative website to serve as the cornerstone of Morinaga’s online presence.
Design & Structure
Developed a modern, responsive WordPress site optimized for desktop and mobile, featuring a clean, science-focused design aligned with the industry.
Product Showcase
Built dedicated pages for each probiotic and postbiotic strain, highlighting scientific benefits, applications, and supporting research. Each page included visuals, infographics, and downloadable spec sheets for B2B clients.
User Experience
Integrated intuitive navigation, clear calls-to-action (e.g., “Download Resources,” “Contact Us”), and a blog to host educational content.
Results
The website became a central hub for Morinaga, delivering a strong first impression and serving as a valuable resource for potential partners.
Instagram Launch and Management
Establish a strong social media presence to engage B2B audiences and showcase Morinaga’s scientific expertise.
Account Setup
Launched @morinagapprobiotics_usa with a cohesive, science-backed brand identity.
Content Strategy
- 1Posted 4 times per month featuring educational content on probiotics, postbiotics, industry trends, and event highlights.
- 2Used a mix of visuals and short-form videos to simplify complex scientific topics and boost engagement.
Results
- 1Instagram became a meaningful traffic source, contributing an average of 10.6% of new website users organically.
- 2Achieved an average click-through rate (CTR) of 1.56%.
- 3Maintained a strong engagement rate of 6.71%, reflecting effective audience interaction and content relevance.
Google Ads Campaign
Drive high-intent B2B traffic to the website and generate qualified leads.
- 1Launched Search and Performance Max (PMAX) campaigns targeting high-intent keywords relevant to B2B buyers.
- 2Directed traffic to optimized landing pages with clear calls-to-action and integrated lead capture forms.
Results
- 1Click-Through Rate (CTR): 6.85% (well above the industry average of 2%)
SEO Strategy
Improve organic visibility, drive qualified traffic, and strengthen site authority through technical enhancements and strategic content development.
Technical & On-Site
Optimization
- Conducted a full technical site audit
- Implemented site speed enhancements and URL corrections
- Published multiple SEO articles to capture long-tail keyword traffic
Content Strategy
& Development
- Built a targeted keyword list aligned with search intent
- Developed a content strategy focused on B2B probiotics topics
- Published multiple SEO articles to capture long-tail keyword traffic
- Aligned content with both educational and lead generation goals
Off-Page SEO:
- Initiated link building activities to enhance domain authority and improve search engine rankings
Results
- 1Organic users increased by 33% compared to the first 3 months
- 2Average time spent on site increased by 26%
- 3Two keywords ranking in the top 10 on Google search results
Display Banner Creation
