Soy milk butter from Fuji oil company.

Introducing Soy Milk Cream Butter: Fuji Oil’s Innovative Plant-Based Delight from GOODNOON Brand. Featuring a deep richness from soybeans combined with an overwhelming melt-in-your-mouth quality and a light aftertaste, this product has received positive feedback in commercial use and is now launching in retail. 

Fuji Oil Group, ranked third globally in industrial chocolate, has developed and launched its first retail product under its plant-based food (PBF) brand. Since its founding in 1950, the company has focused on research and development centered on plant-based materials, operating businesses in plant-based oils, industrial chocolate, emulsification and fermentation materials, and soy processing. The group upholds the vision of “Pursuing the deliciousness and health benefits of plant-based materials and co-creating a sustainable food future,” and is dedicated to developing surprisingly delicious PBF as a new pillar of its business.

The “Soy Milk Cream Butter” is a new plant-based product developed with a commitment to deliciousness, made from soy milk using Fuji Oil’s proprietary USS process. It features a rich depth from soybeans with an excellent melt-in-your-mouth quality and a clean finish. This plant-based butter-like material, initially launched as a commercial product in 2019, has seen significant sales growth, especially for use in bread and Western confections, and overall sales of the product series have significantly increased in fiscal year 2023.

In response to its commercial success and with the aim of making it more accessible to a broader audience, the product was repackaged as “Soy Milk Cream Butter” in smaller sizes. Taking into account its taste and plant-based attributes, it has been launched as the first retail product under the “GOODNOON” PBF brand. Available since late May 2024, it can be purchased through the Co-op Deli and Pal System delivery services, primarily in the Kanto region.

Source:Fuji oil press release June 3rd 2024, Good noon brand website