Misola Foods, Japan’s first oat milk specialised company, announces the launch of its first product, “Delicious oat milk made by Mr. Tsukagoshi,” an alternative to dairy milk designed to be palatable for adults and children.
Claimed as Japan’s first oat milk, the new drink is said to deliver a rich, delicious flavor and mellow sweetness derived from oats by using enzymes to break their starch into sugar. Besides its natural sweetness advantage, the oat drink is said to contain as much calcium as regular milk (110 mg per 100 g) while being suitable for people with lactose intolerance or nut allergies.
“We explored what elements make milk delicious in the first place”
Released in 195 g bottles with pack options available, Misola Foods has bet on eco-friendly packaging using 100% recyclable paper cartons with no straw. The product is available for purchase at the official online shop.
The company shares, “In addition to being kind to the body and the earth, the primary focus of this product was ‘deliciousness.’ We explored what elements make milk delicious in the first place, and aimed for products that meet the three elements of ‘natural sweetness,’ ‘easy to drink,’ and ‘mellowness.'”
Leveraging the deliciousness of oats
Founded by former Ajinomoto Group professionals in Shibuya-ku, Tokyo, in 2022, Misola Foods aims to promote environmentally friendly food options by creating delicious, neutral-tasting oat milk that is enjoyable for a broader range of consumers.
The company says it has a meticulous approach to selecting raw oats and processing them to produce high-quality oat milk that has a neutral taste, and smooth texture, making it easy to drink.
According to Misola Foods, there are high rates of nut allergies in Japan, particularly among students. By introducing a new alternative, the company addresses nut and legume allergies and the off-putting, intense, or distinctive flavors of almond and soy milk that children and many adults dislike.
Alternatives for a better future
Plant-based milk consumption has increased rapidly worldwide due to its palatable flavors, convenience, health benefits, and sustainability. In Japan, soy milk (Kikkoman 50% of market share and Marusan 20%, according to Gourmet Pro) and almond milk are the most popular options among consumers, with the almond milk category continuing to grow year-on-year.
Japanese consumers are still becoming acquainted with oats, as general awareness remains low. However, oat milk has seen a significant rise in popularity, largely due to the market entry of international brands like Danone’s Alpro and Oatly.
“The company name “MISOLA” is derived from “Misora” beautiful sky in Japanese, [which] reflects that we aim to create a business that contributes to the environment through food with the hope that we can leave an environment where you can see the beautiful blue and clear sky for future generations,” says the company.
