#Japan #Tokyo #Plant-Based #Better than Butter #VEGPRENEUR Awards

Innovation in Plant-Based Products: A Spotlight on 'Better than Butter'

In a remarkable achievement for Japanese innovation, the plant-based butter "Better than Butter" has been recognized as a finalist in the VEGPRENEUR Awards 2025. Produced by Brown Sugar 1st Inc., based in Tokyo's stylish Shibuya district, this product emerged from a competitive pool of over 100 contenders worldwide, making its mark as the sole finalist in the butter alternative category. The recognition highlights a significant milestone for plant-based foods, as the VEGPRENEUR Awards sort finalists based on taste, texture, aroma, sustainability, and market viability among other criteria, seeking to set new industry standards.

The VEGPRENEUR Awards bring together a global community of entrepreneurs and investors committed to vegan, plant-based, and sustainable businesses. The 2025 awards, with only 20 finalists chosen, underscore the growing importance of such products in modern grocery markets. The nominees are to be revealed at the upcoming Plant Based World Expo North America on December 2, 2025, in New York.

"Better than Butter" has been developed with high-quality coconut-derived ingredients, making it over 96% coconut-based (excluding water). This lubricant not only serves those on a vegan diet but also provides a rich flavor without the greasiness traditionally associated with butter. It has quickly become popular in kitchens where the demand for sustainable and consistent plant-based food options is rising. Free from trans fats and cholesterol, it also includes MCT oil and carries both vegan and halal certifications. Moreover, it anticipates obtaining organic JAS and kosher certifications by spring 2026.

After its launch in Japan in April 2025 through sales channels like Takahashi, it specifically targets the culinary industry, receiving positive feedback from chefs across various segments including pastries and bakery production. Comments have included praises like "easy to handle like butter" and "croissants bake up perfectly crispy," demonstrating its smooth integration into cooking and baking processes.

Plans for further expansion are set for January 2026, with "Better than Butter" scheduled to hit supermarket shelves across the United States. The brand will also showcase its innovations at exhibitions like the Japan Cake Show and Fabex Kansai, along with major U.S. events such as the Fancy Food Show in San Diego and the Natural Products Expo in Los Angeles, aiming to broaden its reach across North America.

This recognition at the VEGPRENEUR Awards symbolizes not just a personal victory for the Brown Sugar 1st team but also for the entire Japanese food industry, marking a pivotal moment in how plant-based foods are perceived on a global scale.

A Word from the Founder

Midoriko Ogino, CEO of Brown Sugar 1st, expressed her heartfelt sentiments about this accomplishment: "We are honored that our philosophy of 'Would I want my child to eat this?' has resonated on a global platform. I extend my gratitude to our partners in the Philippines and the chefs who have supported our quest for deliciousness. 'Better than Butter' seeks to define a new standard for butter that is gentle on the earth, animals, and humans alike. We aim to progressively replace 5% of butter consumption with this kinder alternative, taking it step by step from Japan to the world."

This exciting journey signals hope and innovation in the food industry. The founders are not just producing an alternative; they are highlighting the potential impact of a conscious choice, one that could redefine everyday food experiences. Together, they challenge the traditional paradigms of butter consumption, paving the way to a more sustainable future that prioritizes the well-being of our planet.

About the VEGPRENEUR Awards

The VEGPRENEUR Awards are organized by a global community of entrepreneurs and investors focused on the vegan and sustainable food sectors, operating primarily out of New York and Los Angeles. This media brand plays a crucial role in connecting thousands of industry leaders, providing a platform for innovative business growth in various fields including food and beverage, fashion, wellness, and climate tech. The awards celebrate outstanding contributions to a market focused on animal-free and environmentally-friendly products.

Company Overview

• - Company Name: Brown Sugar 1st Inc.
• - Location: 5-30-2 Jingumae, Shibuya, Tokyo, 150-0001, Japan
• - CEO: Midoriko Ogino
• - Business focus: Planning, manufacturing, and selling organic food, confectionery, and seasonings
• - Founded: 2011 at the farmers market near the United Nations University in Aoyama, Tokyo
• - Corporate website: Brown Sugar 1st
• - NY Office: BROWN SUGAR 1ST INC.
• - Address: 1500 Lexington Ave, New York, NY 10029