Photo by Ayumi Sato
Japan’s first yeast-derived alternative milk, “LIKE MILK,” has begun test sales.
Asahi Group Japan started selling the product at 10 Queen’s Isetan stores on July 16. The sales period will last for about two months. It is also available in limited quantities on Amazon. The company aims to launch nationwide sales by 2026.
LIKE MILK is a new milk developed by Asahi Group Japan with the goal of realizing “food diversity,” where everyone can enjoy food freely. For those who cannot drink cow’s milk due to allergies, the company has established technology to enhance the emulsifying properties of yeast and remove its unique flavor, resulting in a mild, natural sweetness and a smooth, unassuming taste.
In April of this year, the company conducted a crowdfunding campaign on the support purchase service Makuake.
It raised approximately 2.21 million yen, more than seven times the target amount of 300,000 yen.
Foovo also purchased LIKE MILK on Makuake and tried it out.
Here is the yeast-derived milk that arrived.
The LIKE MILK that arrived had a refreshing blue package, different from the white or cream color of cow’s milk, with a design that evokes cleanliness.
Each bottle (200 mL) contains 6.7 g of protein, 4.9 g of dietary fiber, 257 mg of calcium, and 2.0 mg of zinc. While containing the same amount of protein and calcium as cow’s milk, it also includes dietary fiber and zinc, which are not found in cow’s milk, and has lower fat content, making it a unique product.
When I tried it straight, the first impression was that there was almost no unpleasant taste when I first put it in my mouth. The texture was smooth and the flavor was mild. However, as I continued to drink, a very subtle, yeast-like flavor began to spread in my mouth. This flavor may be a matter of personal preference.
When paired with cornflakes or café au lait, the flavor remained slightly noticeable. When shared with family members, the feedback was that “the first sip was smooth and easy to drink, but the aftertaste was slightly noticeable.”
However, the impression changed with repeated consumption. I personally found the flavor noticeable in the first one or two tries, but by the third try, it became less noticeable and was naturally accepted.
LIKE MILK is nutritionally superior and allergy-free, making it a viable option for households with milk allergy or those seeking nutritional supplementation.
To soften the slight aftertaste, flavor variations such as chocolate or banana could make it more appealing to children and sensitive individuals.
Further adjustments to the flavor could make it more appealing to a broader audience.
LIKE MILK is the first yeast-derived milk in Japan, and this initiative is significant. After trying it myself, I felt that if the company can incorporate consumer feedback gathered during this test sale, it has the potential to become a widely available yeast-derived milk. I will be closely following future developments as the company aims for nationwide expansion in 2026.
This article is an English translation of a Foovo article, published with permission from Foovo.
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