With a myriad of plant-based milk alternatives already on the market, disrupting the category is no easy task.
Yet last summer, Asahi Group Japan introduced a true original to its home market – Like Milk, Japan’s first milk alternative derived from yeast.
The trial launch has yielded impressive sales results and the company is now looking to expand distribution to additional retailers and areas.
Here’s what the beverage major did right and the key takeaways from its product development strategy and marketing campaign.
What is Like Milk?
Like Milk is Asahi’s yeast-based milk alternative. It was developed through the beverage group’s proprietary yeast technology and has similar levels of calcium and protein to cow’s milk as well as a milk-like creamy mouthfeel.
Like Milk is not only dairy- and lactose-free, but also free from all 28 specified allergenic ingredients in Japan’s allergy labelling system.
Available in a 200ml format, it was initially sold as a test in selected Japanese supermarkets and e-commerce channels to gauge consumer interest.
What makes Asahi’s Like Milk unique?
Typically, plant-based milk alternatives focus on being just that: drinks that mimic traditional milk. But Asahi took this up a notch by focusing not just on the alt dairy element but on a broader free-from agenda.
Like Milk’s formulation is free from all 28 specified allergenic ingredients specified by Japan’s allergy labelling system. This means ‘milk-free’ but also soy, fish and nut-free among many others.
Nutritionally, Like Milk boasts both protein and fiber – two ingredients that are highly sought-after by consumers.
“In addition to providing nutrients found in milk, such as calcium and protein, Like Milk also offers yeast-derived nutrients such as zinc and dietary fiber – elements that consumers and retailers see as adding real value to their choices,” a spokesperson for Asahi Group Japan told us.
How Asahi developed Like Milk
Like Milk was formulated as part of a long‑term research effort by Asahi to make use of brewer’s yeast by‑products in new ways. The company's researchers spent years experimenting with yeast cell walls – byproducts of processing beer or baker’s yeast – to turn them into a milk‑like beverage.
Key formulation challenges involved color changes and sedimentation caused by sterilization as well as enhancing the emulsifying properties of yeast and removing its flavor.
Many prototypes later, Like Milk became Japan’s first yeast‑derived, non‑animal milk and began test sales in 2025; first through a crowdfunding campaign and then in grocery and e-commerce channels.
What consumers does Like Milk appeal to?
“Like Milk is designed not only for those seeking milk alternatives, but also to meet the needs of health-conscious consumers,” Asahi’s rep said.
“It is enjoyed by people with diverse dietary philosophies and preferences, as well as those with restrictions due to physical condition or health, as it does not contain any of the 28 specified allergenic ingredients as defined by Japanese regulations, including milk, eggs, and wheat. It also contains no lactose and uses no animal-derived ingredients.”
How Like Milk compares nutritionally to cow’s milk
- Protein: Similar amount to cow’s milk.
- Calcium: Comparable to cow’s milk.
- Fat: About 38% less fat than cow’s milk.
- Dietary fiber: Contains dietary fiber, which regular cow’s milk does not.
- Zinc: Contains zinc, but so does cow’s milk.
- Allergens: Contains none of the 28 major allergenic ingredients (including dairy), whereas cow’s milk is a top allergen.
How has Like Milk performed during the retail test?
The yeast-based milk was launched on a test basis and sold in several supermarkets in Japan (specifically Queen’s Isetan stores) and in small amounts on Amazon Japan.
It quickly became the top‑selling product (by total money earned) in the 200ml size category for plant‑based milks.
“Both consumers and retailers have shown significant attention and deep interest in Like Milk as the Japan’s first animal-free milk derived from yeast,” Asahi’s representative said.
“From July 2025, Like Milk was made available in selected supermarkets (Queen’s Isetan) in Japan and in limited quantities on Amazon.co.jp.
“During the four-month test launch period, Like Milk recorded the highest sales value in the 200ml segment of the plant-based milk category.
“We are continuing to offer the product on Amazon.co.jp. At this stage, we have not conducted any large-scale promotional activities for Like Milk on Amazon [but] the product has continued to receive steady orders.”
Japan's e-commerce market
Online shoppers in Japan spend around $135 per month and shop online two to three times each month on average. Amazon and Rakuten dominate the B2C online market. Japanese consumers aged 45-54 have the strongest preference to shop online, while those aged 18-24 are least keen to do so. Shoppers between the ages of 30 and 59 make the highest-value purchases, while Gen Z consumers are the most prone to impulse-buying.
Source: Statista
Will Like Milk continue to be sold?
Asahi Group Japan plans to expand the test launch across additional areas and retail chains in Japan in 2026.
“During the test sales in the supermarket channel, sales performance was strong, and we are receiving requests to continue selling after the test period ended,” Asahi’s spokesperson said. “At this time, there are no specific plans for expansion into markets outside Japan.”
Ahead of expanding distribution, the company is taking stock regarding its marketing strategy.
“We found that due to low product awareness, there was a significant difference in sales volume between stores with point-of-purchase (POP) displays and those without,” the spokesperson said. “This highlighted the critical importance of communicating about the brand, effectively presenting the product’s unique story and benefits to the market.”
Will Like Milk’s formulation remain the same?
Satisfied with the sales performance so far, is Asahi planning to fine-tune its Like Milk recipe or keep the original formulation intact?
“We believe that the current formulation marks a significant milestone, as the product successfully incorporates the qualities of yeast while delivering the familiar creaminess and drinkability of traditional milk,” the spokesperson explained.
“At the same time, we have identified opportunities to further refine the flavor, specifically the distinctive taste and aftertaste derived from the ingredients.
“Moving forward, we plan to continue refining and enhancing the taste so that Like Milk can be loved by even more consumers.”
