#Japan #Tokyo #Oisix #A2 Milk #Dairy Industry

Introduction

June 1st marks the Milk Day in Japan, and the entire month is celebrated as Milk Month. In light of the ongoing challenges faced by the dairy industry, Oisix, a subscription-based food service company, has launched "Oisix Minna no A2 Milk" starting June 12, 2025. This groundbreaking product is Japan's first milk to carry a certification label confirming it as A2 milk.

The Impact of A2 Milk

The domestic milk market is contracting due to Japan’s aging population and rising costs. Nonetheless, consumer health consciousness and a thriving interest in quality and safety are driving growth in premium and functional dairy products. Oisix began handling A2 milk certified by SwissDeCode in February 2024, recording sales of over 820,000 bottles by April 2025. Customers have positively received the product, with testimonials highlighting the family-friendly benefits of A2 milk, consequently leading to the launch of this private brand.

What is A2 Milk?

A2 milk is derived from cows that produce only the A2 type of beta-casein protein, as opposed to the more common A1 type. Despite its different protein structure, A2 milk offers a taste and nutritional profile comparable to regular milk. Countries like Australia and the USA have seen a surge in popularity for A2 products, and there’s growing buzz in Japan through media forecasts and social media discussions. Its ability to attract a broader consumer base could make A2 milk a potential savior for Japan's dairy farmers entrenched in challenging conditions.

The A2 Milk Cafe Initiative

In conjunction with the launch in June, Oisix set up an exclusive A2 Milk Cafe for one day in Toyosu on May 28, where all menu items utilized A2 milk. With plans to introduce A2 milk into university cafeterias and more cafés, Oisix is collaborating with Shidax Contract Food Service, expanding its market reach.

A2 Milk Product Information

• - Product Name: Oisix Minna no A2 Milk
• - Price: 421 yen per 1000ml
• - Launch Date: June 12, 2025, at 10:00 AM
• - Product Description: Made entirely from milk from A2 breed cows, sourced from a dedicated farm in Suzuka Mountain Area, Mie Prefecture. This milk is distinguished by its sweetness and a refreshing taste. It’s the first in Japan to use the SwissDeCode certification label.
• - Link to Purchase: Oisix A2 Milk Purchase

Overview of Oisix

Founded in 2000, Oisix operates under the mission of providing ingredients that one would feed to their own children. It offers a variety of organic and specially cultivated vegetables, as well as minimally processed foods adhering to clean eating principles. With approximately 354,285 registered members as of March 2025, Oisix serves consumers nationwide. The Meal Kit service, Kit Oisix, which launched in July 2013, has shipped over 200 million meals as of August 2024, solidifying its place in the meal delivery market.

Oisix Group Culture

Oisix’s overarching brand includes significant pillars, such as RADISHBOY and Daichi wo Mamoru Kai, aimed at delivering reliable and safe agricultural products through regular delivery services. Their initiatives extend to food service in schools and hospitals via Shidax, mobility for shopping-challenged consumers with Tokushimaru, and even plant-based meal kits in the U.S. through Purple Carrot. Oisix promotes sustainable retail practices and aims to eliminate food waste across the supply chain from farm to table.

Conclusion

Oisix's entry into the A2 milk market is a significant step in addressing both industry challenges and consumer health preferences. As awareness and demand for quality dairy products grow, the launch of its certified A2 milk could very well point toward a brighter future for Japan's dairy sector.