#United States #California #Better than Butter #Brown Sugar 1ST #Vegan Spread

Launch of 'Better Than Butter'

In an exciting development for plant-based food enthusiasts, Brown Sugar 1ST, headquartered in Tokyo's Shibuya district, has launched its innovative coconut-derived vegan butter, 'Better Than Butter,' in all 31 stores of the upscale supermarket chain Pavilions across California, starting January 20, 2026.

What is 'Better Than Butter'?

Designed to cater to butter lovers, 'Better Than Butter' is a versatile spread that seeks to provide the taste and texture familiar to traditional butter users. With a clean and simple ingredient profile, the product comes in two variants:

• - Salted: 7.94 oz (225g)
• - Unsalted: 7.94 oz (225g)

Key Features of Better Than Butter:

• - User-Friendly Design: Attractively packaged for easy reach.
• - Seamless Shelf Integration: Matches the taste and feel of traditional butter.
• - Versatile Use: Suitable for spreading, cooking, and baking.
• - Inclusive Choice: Ideal for everyone, without leaning towards specific dietary ideologies.
• - Clean Ingredients: Maintains simplicity in its formulation.

The Shift Towards Plant-Based Choices

In the U.S., plant-based foods have evolved from being perceived as niche options based on dietary beliefs to becoming generally accessible food products evaluated based on taste and usability. 'Better Than Butter' is positioned to sit alongside traditional butter in supermarket aisles, underscoring its potential as a standard cooking fat rather than just an alternative.

This shift is not limited to home cooking; it extends into the food service industry, where the focus is more on practicality—assessing whether plant-based fats can be reliably incorporated into existing workflows rather than aligning with a particular philosophy.

Brown Sugar 1ST has crafted 'Better Than Butter' not solely as a vegan commodity but as a seamless choice for those accustomed to using butter, positioning it effectively within the market transition towards daily plant-based options.

Future Outlook: A Global Vision for Butter Alternatives

The company plans to expand its operations in the U.S. starting from California by opening up retail channels, aiming for further growth on the West Coast in the first half of 2026, before extending its influence to the East Coast from its base in New York. The goal is to have 'Better Than Butter' in 40,000 stores by 2030. Notably, the company will also focus on the food service sector, aiming to transform 5% of the global butter market into more sustainable choices.

Retail Plans in Japan

In Japan, 'Better Than Butter' will be available to the general public starting March 2026, with ambitions to reach 3,000 stores nationwide by the end of the decade. The company has already introduced products targeting food service last year, increasingly pushing for integration as confectionery ingredients.

About Pavilions and KeHE Distribution

Pavilions, a well-known upscale supermarket chain with 31 locations across Southern California, has been serving the community since 1947. They specialize in organic products and high-quality private labels, establishing a strong connection with health-conscious consumers.

KeHE, a leading distributor for natural and organic products in North America, has played a crucial role in introducing 'Better Than Butter' to the U.S. market, ensuring that it meets the rigorous quality standards expected in this competitive landscape.

CEO Comments - Midori Ogino

Midori Ogino, CEO of Brown Sugar 1ST, reflects on this U.S. launch, stating, “Releasing 'Better Than Butter' is not an endpoint but a significant starting point for redefining fats globally. Our commitment, established since our inception in 2011 as pioneers of coconut oil in Japan, is built upon strict quality control, extensive knowledge of coconut, and an unwavering dedication to deliciousness.

Manufactured overseas in the Philippines from luscious coconuts, each product embodies the passion and dedication of our workers. We aim to provide satisfying flavors for butter enthusiasts, ensuring that 'Better Than Butter' becomes a trusted choice both on household tables and in food production. We carry a vision to pass on rich food legacies to future generations, continually taking deliberate steps forward in our mission.”

Company Overview

Name: Brown Sugar 1ST Co., Ltd.
Headquarters: 501, 1st Takara Building, 30-2 Jingumae, Shibuya, Tokyo, 150-0001, Japan
CEO: Midori Ogino
Website: brownsugar1st.com

U.S. Branch: BROWN SUGAR 1ST INC., 1500 Lexington Ave FL14, New York, NY 10029
Website: brownsugar1st.store

For media inquiries:

• - Hatakeyama ([email protected])
• - Japan Domestic Sales: Ogawa ([email protected])
• - U.S. Sales: ([email protected])