This article is an English translation of Foovo article, published with permission from Foovo.
Asahi Group Japan began a pilot sale of its animal-free milk “LIKE MILK,” which utilizes proprietary yeast technology, through the crowdfunding platform “Makuake.”
This marks the first sale in Japan of a yeast-based alternative milk. The product responds to diverse consumer needs such as allergies and ethical preferences.
Within just one week of its launch, it raised over 1.17 million yen, far exceeding its target of 300,000 yen, indicating strong market interest. The sales period on Makuake runs until June 15.
Aiming for “a society where everyone can share the same table”
“LIKE MILK” contains none of the 28 specified allergenic ingredients and offers a mild flavor with natural sweetness and no off-taste. Nutritionally, it maintains protein and calcium levels comparable to cow’s milk, while reducing fat by 38% and being rich in dietary fiber and zinc.
The product is shelf-stable for six months at room temperature in a 200ml paper carton. A 1000ml trial version is scheduled for release within the year, with nationwide sales planned for 2026.
The starting point of development was a cross-functional project launched within the Asahi Group in 2023.
Photo Credit：Asahi Group Japan
A team formed by employees from Asahi Group Japan, Asahi Group Foods, and Asahi Quality & Innovations focused on “food allergies,” a pressing social issue.
Through participation in the first conference of the Japan Society of Pediatric Allergy, the team came face to face with the reality that children with allergies and their families must often travel long distances to receive proper medical care. Witnessing this reality led to the desire to “create a world where people with and without allergies can share the same table.”
Thus, the development of “LIKE MILK” began in earnest as an initiative to tackle the pressing issue of food allergies.
Technologies were developed to improve the emulsification ability of yeast and eliminate the unique yeast flavor, resulting in a product with a light natural sweetness and a mild, neutral taste.
The product name “LIKE MILK” reflects the hope that it can be “used just like milk” and that people will “find it delicious and love it,” aiming to offer new possibilities beyond a mere milk alternative.
It can be consumed as-is or used in coffee, cooking, or baking. On Makuake, 12-pack (200mL × 12 for 3,000 yen), 24-pack (200mL × 24 for 5,000 yen), and eco-bag plans are available.
Customers have shared feedback such as, “I had given up on alternative milk due to a soy allergy,” “I was concerned about calcium and protein intake due to a dairy allergy,” and “I suffer from lactose intolerance.” These responses show that “LIKE MILK” is seen as a new option for people whose choices had been limited.
Currently, the development team is considering creating a follow-up product, an alternative egg called “LIKE EGG.”
Development of yeast-derived proteins is also progressing worldwide
Globally, the use of yeast is expanding.
Spacemilk, a U.S. company founded in 2021, uses the single-cell protein powder “ProteVin” developed by Israeli company Nextferm and sells three products online.
Israeli company Yeap is developing proteins from spent yeast and received investment from French company Lesaffre in September 2023. Yeap is developing prototypes such as cream cheese and vegan cheese.
Swiss company Yeastup is upcycling spent beer yeast to develop the alternative protein “Yeastin,” and raised approximately 1.5 billion yen in a Series A round in December last year toward setting up a factory in Switzerland.
Among these, the cases closest to Asahi’s are those of Swiss company Cosaic (formerly Cultivated Biosciences) and American company Puture.
The former is developing the patented yeast-derived ingredient “Cosaic Neo,” with intended applications including dairy-free milk, coffee creamers, protein shakes, and mayonnaise. It particularly aims to enter the U.S. market in 2026 with protein shakes. Puture is developing casein alternatives using baker’s yeast.
The fact that overseas companies are listing various applications beyond milk demonstrates the high versatility of yeast-derived ingredients.
Amid growing interest in allergy avoidance and sustainability, companies are looking beyond beverages to develop products in categories like cream cheese and mayonnaise. These trends suggest that yeast-based milk like “LIKE MILK” has the potential to serve not just as an alternative beverage, but as a starting point for expanding food choices.
Going forward, attention will be on how far Asahi’s yeast technology can extend its product lineup.
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Photo Credit：Asahi Group Japan
