Kikkoman Launches New Soy Milk for Kids with Celebrity Guests

Kikkoman's New Soy Milk for Kids: A Launch to Remember!

On January 21, 2025, Kikkoman Soy Foods Corporation held an exciting product launch event in anticipation of the release of their first soy milk aimed at children, "Soy Milk Kids: Mildly Sweet Milk Flavor," set to hit the shelves on March 23, 2025. The event featured appearances from actor Taiyo Sugiura and talent Nozomi Tsuji, who represent the parenting generation, alongside Dr. Momo Hosokawa, a pediatric nutrition expert. Together, they highlighted the importance of incorporating soy milk into children's diets.

The event's opening remarks were delivered by Junichi Kamei, the Head of Marketing Promotion at Kikkoman Soy Foods, who discussed the current trends in the soy milk market. According to Kamei, the production of soy milk is expected to enter a growth phase in 2024, marking the fourth growth period for this beverage. He emphasized a notable shift in consumer demographics, highlighting that soy milk, once considered a "woman's drink," is now being purchased more frequently by men in their 20s and 30s as health awareness rises among consumers.

Kamei also elaborated on the inspiration behind the new product’s development, explaining, "We wanted to offer an easy way for children to receive essential nutrients like protein while fostering a familiarity with soy milk from an early age. Our new product, 'Soy Milk Kids: Mildly Sweet Milk Flavor,' fulfills this vision." He pointed out that each 160ml bottle contains 5.6g of protein and an equivalent amount of calcium as cow's milk. Furthermore, Kamei noted that 'prepared soy milk' is the most commonly consumed type among kids, making the appeal of this new offering even stronger.

The taste and packaging were crafted with children's preferences in mind. Kamei revealed that they created a mildly sweet flavor that is more appealing to kids and incorporated the design of Pikachu from the popular Pokémon series to make it more attractive. This design aims to encourage children to reach for it themselves, making it enjoyable and fun for their daily intake.

As Kikkoman Soy Foods moves forward with a significant PR strategy to penetrate the preschool market, Kamei concluded, "We hope that by engaging with soy milk at a young age, we can expand the future consumer base for soy milk. It’s our hope that this new product will support children’s growth and family health."

Dr. Momo Hosokawa also participated in a talk session during the event, discussing the crucial role of protein for children in their growth phases. She pointed out that protein not only aids in physical development but also enhances focus and motivation. Dr. Hosokawa remarked that studies indicate 13% of elementary and middle school students skip breakfast at least once a week, negatively impacting their learning efficiency and overall well-being. She advocated for making breakfast a priority, adding, "Morning meals are vital as they help raise body temperature after a night of sleep, and protein is particularly effective in doing this."

Considering the busy lives many families lead, Dr. Hosokawa suggested several easy sources of protein that could seamlessly fit into breakfast routines, emphasizing the convenience of incorporating soy milk. “Soy milk contains high-quality protein and can be stored at room temperature, making it easy to include in daily life,” she explained. Additionally, she highlighted that soy milk provides roughly twice the protein content per 100 yen compared to beef, pork, and cow's milk, affirming its value as a nutrient source.

During the product tasting, Tsuji described the experience of trying "Soy Milk Kids: Mildly Sweet Milk Flavor" stating, "It's absolutely delicious! It’s not too sweet, and it’s easy to drink, making it perfect for small children.” Sugiura further added, “The packaging with Pikachu will appeal to my kids. It’s comforting to know they can enjoy nutrition while drinking it.”

The couple expressed gratitude for finding a product that fits into their family’s hectic life, especially as a family of seven. They appreciated the nutritious balance the new product offers, stating that it will be a wonderful addition to their household routine. They learned about the importance of including protein-rich options, like soy milk, in their kids’ snacks.

The event concluded with the couple sharing humorous anecdotes about their large family life, illustrating the fun chaos that comes with raising five children. The audience enjoyed these light-hearted moments, creating a warm atmosphere that emphasized the joys and challenges of parenting.

Overall, Kikkoman's launch of "Soy Milk Kids: Mildly Sweet Milk Flavor" exemplifies an innovative step towards supporting children’s nutrition while providing a product that parents can easily integrate into their busy lifestyle. This initiative is not just about introducing a beverage; it’s about nurturing healthy habits that may influence future generations.

About the Product

Kikkoman's first kid-friendly soy milk, "Soy Milk Kids: Mildly Sweet Milk Flavor," contains 5.6g of protein and an equal amount of calcium compared to cow's milk, providing an excellent source of nutrition for growing children. With its delightful taste and engaging Pikachu packaging, this product encourages kids to enjoy soy milk, making it ideal for their "soy milk debut."