Introducing Sustainable Baby Food with Domestic Fish from the Kindest Brand

The Kindest Launches Sustainable Baby Food Series

In a remarkable move towards sustainability, MiL Co. Ltd., based in Minato, Tokyo, has launched a new series of baby food products under its brand, The Kindest. Set to be released on December 11, 2025, these two product lines—"Oshakana Hoguhogu" (which translates to "Fish Fluff") and "Uo-no-Manma" (which means "Fish As It Is")—feature seven different items made exclusively from domestic fish.

A Focus on Sustainable Seafood Choices

The new series aims to enhance children's exposure to fish during their early developmental years while promoting sustainable eating habits. In recent years, Japan has seen a significant decline in seafood consumption, dropping nearly 50% since its peak in 2001, primarily due to factors such as diminished catch, rising prices, and changing lifestyles. This reduction directly impacts children's dietary experiences, making it more critical than ever to engage them with nutritious seafood options.

The Kindest seeks to address the friction parents face, where they want to feed their children healthy fish options but find the preparation daunting due to concerns over bones and prep time. The new product lines promise to simplify this process with practical designs suitable for infants and toddlers, thereby easing the burden of meal prep for busy families. The fish ingredients are sourced sustainably, ensuring that future generations can continue enjoying seafood from Japan's oceans.

Nutritional Importance of Fish

Rich in proteins, iron, and DHA, fish plays a vital role in a child’s growth, providing critical nutrients during formative years. However, many households struggle with the perceived inconvenience of cooking fish, which often deters families from incorporating it into their regular meals. The Kindest's innovations strive to eliminate these obstacles.

Introducing the Products

1. Oshakana Hoguhogu: This fish flake product is crafted from high-quality tuna and salmon, making it easy for families to integrate fish into their diets without tedious preparation.
- Features: The product is naturally flavor-rich and suitable from 9 months old, as it requires no salt or oil removal beforehand. It’s perfect for adding to rice balls, soups, or enjoying directly.
- Contents: Tuna (50g) and salmon (40g) available at prices of 376 yen and 538 yen, respectively (including tax).
- Launch Date: December 11, 2025.
- Product Link

2. Uo-no-Manma: This item offers hassle-free, ready-to-cook fish fillets with no need for bone removal, tailored to children’s palates. It combines a chef-inspired sauce with naturally flavorful fish, creating an appealing meal option.
- Contents: 100g with a price of 538 yen (including tax).
- Target Age: Designed for kids aged 2 years and older, it allows families to serve nutritious fish dishes easily.
- Launch Date: December 11, 2025.
- Product Link

Committed to Future Generations

The designs of Oshakana Hoguhogu and Uo-no-Manma not only fulfill today's dietary needs but also lay the groundwork for long-term healthy eating habits. Through these offerings, The Kindest aims to create a future where children routinely experience the rich flavors of domestic fish in their meals.

As demand for sustainable practices grows, The Kindest partners with suppliers such as Kanazawa Fresh Fish from Goto City, Nagasaki, who share a commitment to responsible resource utilization. This collaboration will ensure that products remain available and vibrant, supporting both the health of children and the oceans.

An Outline of MiL Co. Ltd.

Founded in January 2018, MiL Co. Ltd. champions wellness through innovative food products. Their mission, "Journey of Well-being," reflects their dedication to enhancing the future of children's health through sustainable and thoughtful eating practices. The company meticulously crafts products based on the needs of parenting families and collaborates with experts to ensure safety and taste.

For media inquiries or further information about these launches or the company, please contact Daisuke Shishikura at [email protected].