“Be Better My Friend” × “Nichifutsu Shoji” Success Story

-Introducing Next-Generation Plant-Based-Butter that brings innovation to the Japanese Market-

As a result of the Next Kitchen 2024 program, Nichifutsu Shoji Co., Ltd., a participating partner company, successfully introduced the 100% plant-based-butter to the Japanese market through a collaboration with the Dutch foodtech company “Be Better My Friend”.

Be Better My Friend was founded by chefs seeking a replacement for traditional butter and cream. The product has been highly praised for achieving the same quality as cow-butter while allowing seamless integration into existing recipes without modification. Using health-conscious oils such as shea butter and coconut oil, and completely free from palm oil, hydrogenated fats, allergens, and lactose, the product offers a sustainable and people-friendly solution.

Nichifutsu Shoji, recognizing the needs of Japan’s pastry and bakery industry, established an import and distribution system tailored to the domestic market. At MOBAC SHOW 2025 (held in February 2025), the company offered product tastings, which received strong interest and positive feedback from industry professionals.

This success demonstrates how the Next Kitchen program facilitates collaboration between overseas startups and Japanese companies, supports the expansion of innovative food-tech into the Japanese market, and highlights Hyogo’s commitment to becoming a global hub for food innovation.