{ "spec_version": "5", "endpoint": "history", "stock_code": "2908", "company_name": "フジッコ", "content_lang": "ja", "meta_lang": "en", "canonical_url": "https://the-shashi.com/tse/2908/decisions/", "api_url": "/api/2908/history.json", "updated": "2026-10-13", "license": "© 2026 Yutaka Sugiura. All rights reserved.", "attribution": "The社史 (the-shashi.com) — https://the-shashi.com/tse/2908/decisions/", "source": { "chapters": { "html_url": "https://the-shashi.com/tse/2908/", "primary": [ "社史", "有価証券報告書", "新聞・雑誌記事" ], "extraction": "一次資料を読み合わせて執筆" }, "long_term": { "primary": [ "有価証券報告書" ], "extraction": "EDINET の XBRL、旧有価証券報告書、会社年鑑・社史等からの転記", "row_field": "reference", "caveat": "創業期から現在までを 1 本に繋いだ長期系列のため、年代により出所・単位・連結範囲が変わる。行ごとの reference / unit / consolidation を必ず参照すること" } }, "title": "フジッコの歴史概略", "eras": [ { "title": "富士昆布の創業と「ふじっ子」ブランドの誕生", "start_year": 1960, "end_year": 1970, "phase": "founding" }, { "title": "ふじっ子煮の開発と合成保存料の全廃", "start_year": 1971, "end_year": 1988, "phase": "growth" }, { "title": "惣菜事業への参入と東証一部への指定替え", "start_year": 1989, "end_year": 2001, "phase": "growth" }, { "title": "カスピ海ヨーグルトと北海道工場の建設", "start_year": 2002, "end_year": 2026, "phase": "maturity" } ], "overview": [ { "label": "決断", "text": "昆布の味ではなく、売り方と届け方で老舗との差をつけた会社である。1963年11月に本社と工場を西宮市へ移し、同じ年に東京営業所を開設して全国流通に着手した。同じ1963年には、昆布業界に無かったテレビでの宣伝を始めている。1966年には社員の案から「ふじっ子」を商品名と商標に定め、京都市では月20万〜30万個の試供品を配って小売店からの注文を引き出した。1968年8月には浜坂町にフジコン食品を設立し、1969年の増資では大阪中小企業投資育成が新株を引き受け、その出資比率は16%。" }, { "label": "現況", "text": "現在の主力事業は、祖業の昆布製品ではなく惣菜製品である。2026年3月期の連結売上高は555億円、営業利益は14億円だった。製品別の売上高は惣菜製品が177億円、昆布製品が163億円、豆製品が101億円、ヨーグルト製品が71億円である。一方で営業利益は2018年3月期の54億円から2025年3月期に11億円まで減少した。2025年からの中期経営計画は、昆布の高収益を維持しつつ豆の収益を回復させ、ヨーグルトを第三の柱に育てることで、2028年3月期に営業利益率5%以上の達成を目指す。" } ], "profile": [ { "key": "founding_business", "label": "祖業", "value": "とろろ昆布の製造販売" }, { "key": "current_issue", "label": "現在の注力課題", "value": "昆布・豆・ヨーグルトの開発強化と豆の収益回復", "tags": [ "新製品開発", "収益改善" ] } ], "lineage": { "path": "2908-lineage-top.v3.json" }, "timelineLead": "1960年に山岸八郎氏が神戸市東灘区で設立し、とろろ昆布を製造販売した富士昆布が起源。\n昆布を包装品にして問屋経由でスーパーへ並べ、1966年に「ふじっ子」、1976年に「おまめさん」を生んだ。昆布・豆・惣菜・ヨーグルトを手がける食品メーカーで、現在は惣菜製品が最大の柱である。", "lineageLead": "山岸八郎氏が1960年に神戸で設立した、とろろ昆布の富士昆布に始まる。\n1975年にふじっ子を吸収合併し、1985年にフジッコへ商号を変更した。1988年にふじっ子食品、2016年にフジコン食品とフジッコフーズを吸収合併している。昆布加工から煮豆・惣菜へ品目を広げた食品メーカーである。", "foundingStory": true, "chapters": [ { "start_year": 1960, "end_year": 1970, "main_title": "富士昆布の創業と「ふじっ子」ブランドの誕生", "subsections": [ { "title": "小倉屋柳本から独立した山岸八郎氏と、ポリセロ袋に詰めたとろろ昆布", "text": "1960年11月、山岸八郎氏は神戸市東灘区で株式会社富士昆布を設立し、とろろ昆布の製造と販売を始めた。山岸八郎氏は姫路市で教員を務めた後、友人の求めに応じて昆布加工の小倉屋柳本に入社し、そこから独立した。創業時の陣容は、山岸八郎氏と夫人の山岸英子氏、柏木義幸氏の3人。当時の昆布製造業では関西の老舗企業が市場占有率を握り、後発の富士昆布は同じ売り方では規模を広げにくかった。業者の多くは原料の昆布を北海道産から問屋経由で調達し、専門店や百貨店の名店街で目方を量って売る零細な家内工業だった。のれんを競う土俵を避け、とろろ昆布一品に絞って売り方の新しさで参入する出発だったのだろう。\n\n富士昆布はとろろ昆布を小袋に詰めて包装し、総合食品卸問屋へ販売した。袋はセロハンにポリエチレンを重ねたポリセロ袋で、創業のころ簡易包装の食品向けに出回り始めた資材である。それまで昆布の加工品は、百貨店の地下売場や専門店で目方を量って売られていた。包装資材メーカーが開発したこの袋は湿気を通しにくく、とろろ昆布を衛生的に一定量ずつ封じて日持ちを良くできた。袋の登場によって昆布製品は量り売りから小袋へ移り、問屋を通じて流通させられる商品になった。包装によって保存と運搬の制約が外れたことが、問屋を通じて遠方へ出荷する富士昆布の販路の前提になったと考えられる。\n\n富士昆布は神戸から東へ向けて、中小都市の魚菜市場や卸市場を開拓した。大都市での卸先は、卸売市場の水産荷受けが持つ塩干部。他の昆布食品メーカーの取引先は小売店が中心だった。山岸八郎氏は東都水産などの水産荷受けや地域の食品問屋を経由する販路を選び、同業との違いにした。製品は各地の問屋から食料品店やスーパーへ渡り、伝統食品のとろろ昆布が即席食品の扱いで売場に並んだ。昭和40年代（1965〜1974年）は、チェーンストアが台頭した時期にあたる。問屋経由の富士昆布の商品も、販路の比重を専門店や百貨店からチェーンストアへ移した。小売店と直接取引しない販路は、3人で始めた新興企業でも製品を全国へ行き渡らせる仕組みになったとみられる。", "references": [ { "title": "フジッコ 有価証券報告書【沿革】（2025年3月期）", "year": null, "month": null, "date": null, "url": null, "quotes": [] }, { "title": "証券アナリストジャーナル 29巻2号 1991年2月（山岸八郎 説明会）", "year": null, "month": null, "date": null, "url": null, "quotes": [] }, { "title": "日経ビジネス 1988年4月11日号", "year": null, "month": null, "date": null, "url": null, "quotes": [] }, { "title": "証券 49巻2号（575号）1997年2月", "year": null, "month": null, "date": null, "url": null, "quotes": [] } ], "start_year": 1960, "opinionPos": [ [ 289 ], [ 277 ], [ 312 ] ] }, { "title": "西宮に移転した本社工場と、昆布屋が打たなかったテレビCM", "text": "富士昆布は1963年11月、本社と工場を創業地の神戸市東灘区から兵庫県西宮市へ移転した。同じ1963年には東京営業所を開設し、ここを起点に営業拠点を各地へ広げた。富士昆布は各地の食料品卸を経由し、同じころに生まれたスーパーを主な売場として、一般の食料品店にも並ぶ全国規模の流通に着手した。西宮の本社工場は、1970年代の石油危機のころに研究開発の試験工場へ転用され、量産は地方の工場が受け持つ体制に移った。1991年時点の販売拠点は、東京営業所を起点に全国26カ所。東京営業所の開設と同じ年の移転は、東へ広がる注文に応える生産能力を確保するためだったと推察される。\n\n富士昆布は1963年、昆布製品のメーカーとしてテレビでの宣伝を始めた。昆布や大豆の製品は、消費者が味と価格で選ぶ傾向の強い商品である。製品にブランド名を付けてテレビCMで広告する販売手法は、それまでの昆布業界に無かった。老舗と同じ商売を続けても事業は広げにくく、富士昆布には販路と販売促進の新しい手法が要った。富士昆布は宣伝費のほぼ全額をテレビに集中する方針をその後も続けた。1987年8月期の宣伝費は売上高約229億円の約4%を占め、食品メーカーの明星食品の4.85%に近い水準である。差のつきにくい商品だからこそ、名前を先に覚えてもらう広告が消費者へ直接働きかける手段になったのだろう。", "references": [ { "title": "フジッコ 有価証券報告書【沿革】（2025年3月期）", "year": null, "month": null, "date": null, "url": null, "quotes": [] }, { "title": "証券アナリストジャーナル 29巻2号 1991年2月（山岸八郎 説明会）", "year": null, "month": null, "date": null, "url": null, "quotes": [] }, { "title": "日経ビジネス 1988年4月11日号", "year": null, "month": null, "date": null, "url": null, "quotes": [] }, { "title": "証券 49巻2号（575号）1997年2月", "year": null, "month": null, "date": null, "url": null, "quotes": [] } ], "start_year": 1963, "opinionPos": [ [ 281 ], [ 294 ] ] }, { "title": "「ふじっ子」ブランドと、京都で月20万〜30万個配った試供品", "text": "富士昆布は1966年、社員から案を募り、「ふじっ子」を商品名と商標に定めた。山岸八郎氏は、社名の富士昆布では消費者への訴求力が弱く、会社を代表するブランドが欲しかったと説明した。日常の実用品である昆布製品にブランド名を付けて売る例は、同業にはまだ無かった。富士昆布は「ふじっ子」をテレビ広告で消費者へ直接浸透させ、売上高を拡大した。ブランド名はのちに社名にも及び、1985年のCI導入で社名を富士昆布からフジッコへ改めた。CIは、昆布の印象を払拭する目的で導入したものである。社名とは別に親しみやすい名前を立てたことが、昆布屋の印象を超えて商品を覚えてもらう入口になったと思われる。\n\n富士昆布は「ふじっ子」を売り込むため、京都市を中心に商品を無料で配った。市内を9つの地域に分け、各地域で2〜3人ずつが車に乗り、1台あたり約50店を回った。配布量は月20万〜30万個に上った。山岸八郎氏は赤字を承知のうえで、問屋へ依頼するのと並行し、小売店から問屋へ注文が上がる流れを作る方が効くと判断した。富士昆布は同じ時期、スーパーを中心に一般食料品店まで届く全国流通を進めた。当時の製品は各地の問屋を経て食料品店やスーパーへ卸された。店頭で客が名前を覚えれば、小売店の注文が問屋の仕入れを動かす経路である。無料配布は、消費者と小売店の双方から「ふじっ子」の指名を引き出し、問屋の棚を確保する狙いだったようだ。\n\n富士昆布は1968年8月、兵庫県美方郡浜坂町にフジコン食品株式会社（現浜坂工場）を設立した。業容の急拡大に合わせて年2回の増資に踏み切る時期もあり、株主割当だけでは資金が足りなかった。このため1969年の増資では、新株を大阪中小企業投資育成株式会社が引き受け、同社の持株比率は16%になった。大阪中小企業投資育成の三戸英博氏は1988年、昭和40年代の急成長の要因に包装革命と流通革命を挙げた。三戸英博氏は、マスマーケティングで時流に乗った点も成長の理由に数えた。商品は創業時のとろろ昆布から、おぼろ昆布、塩吹昆布、だし昆布へと昆布を原料とする領域に広がった。品目を広げても昆布という単一の原料に依存する構造は残り、それが昆布の外へ事業を広げる次の段階を促したと考えられる。", "references": [ { "title": "フジッコ 有価証券報告書【沿革】（2025年3月期）", "year": null, "month": null, "date": null, "url": null, "quotes": [] }, { "title": "証券アナリストジャーナル 29巻2号 1991年2月（山岸八郎 説明会）", "year": null, "month": null, "date": null, "url": null, "quotes": [] }, { "title": "日経ビジネス 1988年4月11日号", "year": null, "month": null, "date": null, "url": null, "quotes": [] }, { "title": "証券 49巻2号（575号）1997年2月", "year": null, "month": null, "date": null, "url": null, "quotes": [] } ], "start_year": 1966, "opinionPos": [ [ 290 ], [ 306 ], [ 336 ] ] } ] } ], "long_term": [ { "year": 1950, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1951, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1952, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1953, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1954, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1955, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1956, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1957, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1958, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1959, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1960, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1961, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1962, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1963, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1964, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1965, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1966, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, "ordinary_profit": null, "net_profit_jp": null, "net_profit": null, "net_margin": null, "employees": null, "reference": null }, { "year": 1967, "month": 3, "company_name": "フジッコ", "consolidation": "単体", "accounting_standard": "JGAAP", "unit": "億円", "sales_jp": null, "sales": null, "operating_profit_jp": null, "operating_profit": null, "ordinary_profit_jp": null, 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