Asahi Group Japan launched ‘LIKE MILK’, the country’s first yeast-derived dairy-free milk alternative. Developed to meet rising demand for allergen-free and nutritious plant-based options, the product has surpassed initial sales expectations and reflects the company’s broader strategy of food innovation and sustainability.
Asahi Group Japan, a leading beverage and food conglomerate headquartered in Tokyo, unveiled ‘LIKE MILK’, the country’s first yeast-derived, dairy-free milk alternative. The innovation marks a significant step in Japan’s plant-based product landscape, reflecting rising consumer interest in allergen-free and sustainable nutrition.
Developed through a collaboration between Asahi Group Japan, Asahi Group Foods, and the R&D division Asahi Quality & Innovations, ‘LIKE MILK’ is created using proprietary yeast technology. The beverage is completely free from all 28 major allergens, including dairy, soy, nuts, and gluten — a breakthrough for consumers with dietary sensitivities or restrictions.
Nutritionally, ‘LIKE MILK’ offers benefits comparable to cow’s milk. It contains similar levels of protein and calcium while boasting 38% less fat than both dairy and soy milk varieties. Additionally, it is fortified with dietary fiber and zinc to support digestive and immune health.
Launched on April 16 through the Japanese crowdfunding platform Makuake, Asahi initially set a modest sales goal of ¥300,000. However, the product’s popularity led to first-week sales exceeding ¥117 million (approximately USD 780,000), indicating robust consumer interest.
The product is currently available in 200ml paper-based cartons, with a larger 1000ml format expected later in the year. Asahi plans to roll out the product nationwide in 2026 and is exploring further product extensions such as ‘LIKE EGG’, expanding the brand into alternative protein spaces.
Asahi Group’s launch of ‘LIKE MILK’ highlights the growing market for clean-label, allergen-free dairy alternatives in Japan. The success of this product may encourage further innovation in the dairy sector, as industry players respond to evolving consumer preferences and explore sustainable production technologies.
