#Japan #Tokyo #FamilyMart #Milk Coffee #Dairy Project

Encouraging Milk Consumption: FamilyMart's New Initiatives for Winter Break

As winter break approaches, FamilyMart Co., Ltd. is stepping up to promote the consumption of milk through various innovative strategies. Starting December 16, 2025, the convenience store chain will introduce a new product called 'Delicious Winter Milk Coffee' priced at 184 yen (tax included: 198 yen) in approximately 16,400 stores across Japan. This initiative is part of the company's ongoing commitment to food safety and environmental sustainability, as aligned with the 'Smile Through Milk Project', a joint public-private effort spearheaded by the Ministry of Agriculture, Forestry and Fisheries and the Japan Milk Brand Association (J Milk).

Addressing Seasonal Surplus

The winter season often sees a decline in milk consumption as schools pause their lunch programs and fewer opportunities arise for enjoying milk during the New Year celebrations. The Ministry aims to prevent waste through increased dairy consumption during this period, and FamilyMart follows suit by reinvigorating its own milk promotion campaign. Following last year’s successful launch of the winter milk coffee, this year sees not only the return of the popular drink but also additional incentives including discounts and a point campaign to boost sales.

Attractive Campaigns for Customers

Point Plus Campaign

To enhance customer engagement, FamilyMart is rolling out a 'Point Plus Campaign' where shoppers can earn 30 points for every bottle of 'Delicious Winter Milk Coffee' purchased. Customers can use any of the following point cards: d-point, Rakuten Point, or V-Point App, or scan their FamilyMart Payment barcode linked to their point account.

Details

• - Product: Delicious Winter Milk Coffee
• - Discount Period: December 16, 2025 – January 5, 2026
• - Available Locations: Nationwide

Product Description

• - Name: Delicious Winter Milk Coffee
• - Price: 184 yen (tax included: 198 yen)
• - Release Date: December 16, 2025
• - Content: This product contains 50% fresh milk and uses a unique extraction method with freshly ground coffee beans steeped in milk at low temperatures for two hours, maximizing flavor. The packaging features adorable cow illustrations and the Meito × Nippon Yell logo—symbolizing the support for Japanese agriculture and local food products.

Discounted Milk Sale

FamilyMart will also implement a special milk sale during the holiday period:

• - Product: Meiji Oishii Milk 200ml

- Regular Price: 133 yen (tax included: 143 yen)
- Discount: 15 yen off
- Sale Period: December 23, 2025 – January 5, 2026
- Available Locations: Nationwide (excluding Okinawa)

• - Product: Meiji Oishii Milk 450ml

- Regular Price: 181 yen (tax included: 195 yen)
- Discount: 20 yen off
- Available Locations: Nationwide (excluding Okinawa)

• - Product: Meiji Oishii Milk 900ml

- Regular Price: 314 yen (tax included: 339 yen)
- Discount: 35 yen off
- Available Locations: Nationwide (excluding Okinawa)

Engaging Children through 'FamilyMart Kids' Cafes'

Additionally, FamilyMart is launching the 'FamilyMart Kids Café' initiative, where local children and their families can gather in stores, enjoy meals, engage in experiences such as cash register operation and product display, and learn about dairy farming. This engaging collaboration with JA Zen-Noh will kick off on December 8, 2025, at FamilyMart Tabata Ichi-chome Store in Tokyo, with plans to roll out events across approximately 20 stores nationwide by the end of January 2026.

Upcoming Event Highlights

• - Date: December 8, 2025, 4:30 PM - 6:30 PM
• - Target Participants: Local children (up to elementary school age) and their families
• - Location: FamilyMart Tabata Ichi-chome Store (1-12-13 Tabata, Kita City, Tokyo)
• - Activities: Hands-on experiences with store operations, meal sessions with items like rice balls and fried chicken, and educational activities about dairy farming using virtual reality (VR) technology.

Response from Organizers
FamilyMart representatives expressed hope that such multisensory initiatives would provide fresh and enjoyable learning opportunities for children, fostering a deeper understanding of the importance of dairy products and the dairy industry. A dairy farmer, Mr. Yutaka Tomizawa, also shared insights about the special qualities of winter milk, highlighting its rich flavor due to the nutritious fodder cows consume during the colder months.

Conclusion

The 'Smile Through Milk Project' was established in June 2022 to promote the consumption of dairy products not only among dairy and dairy processing professionals but across various sectors. By uniting businesses, organizations, and local governments under a common logo, the project aims to enhance public health through improved dietary habits and support the dairy industry’s growth. FamilyMart remains committed to nurturing strong community ties and providing essential services to customers, ensuring that it remains an indispensable part of their lives.