#Tokyo #Better than Butter #Shelfie Awards #Startup CPG

Japanese Plant-Based Butter 'Better Than Butter' Shines in Shelfie Awards 2026

The plant-based butter brand 'Better Than Butter', launched by Brown Sugar 1ST Co., Ltd., headquartered in Shibuya, Tokyo, has been selected as a finalist in the 'Plant-Based Alternatives' category at the upcoming Shelfie Awards 2026, hosted by Startup CPG, a vibrant community supporting emerging CPG brands in the United States.

Overview of the Awards

This year, over 2,000 products were submitted, with candidates undergoing taste tests before finalists were decided. In the 'Plant-Based Alternative' category, only three brands were chosen, with 'Better Than Butter' being one of them, as officially announced.

Startup CPG, which has over 35,000 entrepreneurs and industry professionals in its community, operates to foster startups in the food, beverage, wellness, beauty, and pet products sectors. The Shelfie Awards are designed to provide a level playing field for emerging brands, enabling them to cultivate the next generation of products and brands. This initiative occurs annually and is free to enter.

Products are judged by experienced buyers, marketers, sales executives, and category experts across five criteria:

• - Flavor and ingredients
• - Innovation and differentiation
• - Brand story and social significance
• - Efforts to improve the CPG industry and supply chain
• - Effective branding and shelf-ready packaging

'Better Than Butter' was selected after thorough evaluations based on these aspects, with the official announcement noting its