JIMOTEIN, developed by protein enthusiast Hiroko as a social good protein brand aimed at regional revitalization, has launched a new flavor: "Beets Protein from Asagiri Town, Kumamoto Prefecture" on January 23, 2026.
This product is a 100% plant-based soy protein that generously uses highly nutritious beets grown in Asagiri Town, Kumamoto Prefecture. The natural color and flavor of the beets are preserved without unnecessary additives, creating a product that celebrates the authentic taste of the ingredient.
Release Date: January 23, 2026 (Friday)
Where to Buy:
- JIMOTEIN Official Website: https://proteinstore.official.ec/
- Amazon, Rakuten, and other online retailers
Product Name: JIMOTEIN Beets Protein from Asagiri Town, Kumamoto Prefecture
Price: 3,900 yen per bag (tax included)
Key Features of the Beets Protein
1. Over 50% Cost Ratio - Approximately 1.2kg of Domestic Beets Used Per Bag
JIMOTEIN's Beets Protein uses approximately 1.2kg of domestic beets per bag. Converting to a single serving, each portion contains about 80g of beets.
The cost ratio exceeds 50%. This formulation would be difficult to achieve with typical protein products, but it's possible because JIMOTEIN is a small organization that minimizes administrative and advertising costs.
All costs go into the content. Without spending money on unnecessary aspects, the brand invests fully in the ingredients themselves.
Producer Information
The beets used in this protein come from Asagiri Farm in Asagiri Town, Kumamoto Prefecture, located in the heart of Kyushu. The farm takes advantage of the basin's characteristic climate with large temperature differences to carefully cultivate highly nutritious beets.
Chemical-Free Cultivation
The farm follows organic JAS equivalent standards, practicing cultivation methods that work with nature. During the coldest months, no pesticides are used at all, allowing the beets to grow in a more natural environment.
2. Carefully Selected Ingredients for Safe Daily Consumption
The ingredients have been carefully selected so that consumers can drink this protein with peace of mind every day.
- No white sugar
- No artificial sweeteners
- No fragrances
- No antifoaming agents (emulsifiers)
The product is 100% plant-based (soy protein), making it suitable for vegans.
Since commonly used antifoaming agents (emulsifiers) in protein products are not used, there may be some foam, but consumers can enjoy the authentic taste of the ingredients, foam included. This is a perfect protein for those who value natural flavors and quality ingredients.
3. Health Benefits of Beets - Known as "Drinkable Blood Transfusion"
Rich in Polyphenols
Contains betacyanin, which is associated with antioxidant properties, supporting anti-aging and skin health. Also beneficial for fatigue recovery and improving athletic performance.
Blood Circulation Support
The nitrate ions in beets help support healthy circulation in the body, attracting attention from those who want to stay active.
Packed with Minerals and Fiber
Contains a balanced amount of iron, potassium, magnesium, and other minerals, making it perfect for a health-conscious diet. The dietary fiber content also supports those seeking a refreshed daily routine.
The Beets Protein provides not only the beneficial components of beets but also protein. It's definitely worth trying.
JIMOTEIN's Three Goals
JIMOTEIN aims to energize both regional producers and protein consumers, spreading regional support and social contribution activities to revitalize all of Japan.
The brand is developing products in various regions across the country with the goal of spreading these initiatives nationwide.
(1) Supporting Regional Communities
Using carefully selected regional ingredients, JIMOTEIN aims to energize both the producers who make them and the people who consume them. Through protein packed with the umami of these ingredients, the brand works to spread regional excellence across Japan.
The "Ginger Protein" uses "Tosa Ichi Ginger" from Satake Farm in Shimanto Town, Kochi Prefecture, where ginger production is the highest in Japan.
(2) Reducing Food Loss
The brand prioritizes ingredients that contribute to food loss reduction, such as items that taste the same but are difficult to ship due to being out-of-spec, or items with higher-than-usual harvest volumes due to weather conditions. By pulverizing and powdering ingredients, the brand extends shelf life and expands usage possibilities.
For the "Ginger Protein," the brand uses "parent ginger," which serves as the seed for regular ginger sold in supermarkets. This ginger is larger and has a stronger, more pungent flavor, making it too spicy to eat raw, which sometimes leads to disposal. By using ginger with irregular shapes that cannot normally be shipped, JIMOTEIN aims to reduce food loss.
(3) Social Contribution
All manufacturing is done by hand at welfare facilities where people with disabilities receive vocational training. By commissioning work to people with disabilities, the brand aims to contribute to their economic independence.
JIMOTEIN Wins "2025 Nikkei Trendy Regional Hit" Award
This award selects products and services that combine uniqueness, social value, and market potential from regional initiatives across Japan.
Developer's Comment on the Award
JIMOTEIN started with the desire to deliver ingredients containing the passion of producers as naturally as possible.
While not the most efficient production method, the brand has been able to continue thanks to feedback such as "It's delicious," "I can drink it with confidence," and "I want to buy it again."
Moving forward, the brand will continue to face ingredient-focused protein production sincerely alongside regional producers, delivering products that gently support daily life.
Profile
Representative Director of HANAMI Corporation. As a protein enthusiast who doesn't exercise, she proposes ways for women to enjoy protein as health and beauty food.
She has tried over 600 types of protein to date. As a protein enthusiast gaining attention in media such as "Matsuko no Shiranai Sekai" and "Sunday Japon," she has been involved in producing numerous products.
