Morinaga Confectionery is breaking new ground with a first-of-its-kind product line that allows owners and their dogs to share the same treats. The "People and Pets Project" launches March 3rd with seven different products designed to be enjoyed by both humans and canine companions.
Background and Concept
The growing trend of pets being considered family members in Japan has prompted Morinaga to explore a new market. In the United States, the concept of "pet humanization" – treating pets like children – has significantly influenced pet market growth and business trends.
Morinaga's 125+ years of expertise in creating safe, delicious products for people has now extended to include pets. The company collaborated with veterinary experts and pet food specialists to ensure the products are both tasty and safe for dogs while maintaining the quality standards humans expect from Morinaga.
Product Development and Research
Development began with a fundamental question: does sharing treats actually make dogs happy? In collaboration with Professor Masuda of Tokyo University of Agriculture, research confirmed that sharing the same food experience is positively received by both dogs and their owners. The evaluation method used in this research is patent-pending.
Development Partners
Morinyu Sanworld Co., Ltd.
A subsidiary of Morinaga Milk Industry specializing in pet food, Morinyu Sanworld provided expertise in pet safety and palatability. With over 50 years of experience since 1971, they've not only produced pet food but also nutrition products for animals in zoos and aquariums.
Anicom Insurance
The pet insurance company with the largest market share in Japan for 15 consecutive years contributed health data analysis for the jelly products. Their database of over 1.3 million insurance contracts provided insights for developing treats that encourage health-conscious habits for both pets and owners.
Product Lineup
Mini Moonlight with Dog
A mildly sweet version of Morinaga's classic Moonlight biscuit featuring the signature fluffy texture and egg flavor. The mini size makes them easy to share, packed in a convenient stand pouch.
- Content: 34g
- Price: ¥330 (tax excluded) / ¥356 (tax included)
- Availability: Morinaga Direct Store, select EC sites, supermarkets, convenience stores, pet specialty stores, and home centers in the Tokyo metropolitan area
One Jelly Stick with Dog (Apple Flavor / Yogurt Flavor)
Convenient stick-type jelly for easy hydration on the go. Available in refreshing apple (30% fruit juice) and yogurt flavors. Contains lactulose and dietary fiber.
- Content: 75g (15g × 5 sticks)
- Price: ¥498 (tax excluded) / ¥537 (tax included)
- Availability: Morinaga Direct Store, select EC sites, supermarkets, convenience stores, pet specialty stores, and home centers in the Tokyo metropolitan area
One Jelly Pouch with Dog (Apple Flavor / Yogurt Flavor)
Pouch-type jelly that people can eat directly from the package while dogs can enjoy it poured into a bowl. Can be eaten as-is or mixed with regular pet food. Contains lactulose and dietary fiber.
- Content: 120g
- Price: ¥350 (tax excluded) / ¥378 (tax included)
- Availability: Morinaga Direct Store, select EC sites, supermarkets, convenience stores, pet specialty stores, and home centers in the Tokyo metropolitan area
Ice Box with Dog (Japanese Pear)
A dog-friendly version of Morinaga's popular Ice Box shaved ice treat featuring Japanese pear flavor. Perfect for hydration and cooling down on hot days with a refreshing, crunchy texture.
- Content: 127ml
- Price: ¥400 (tax excluded) / ¥432 (tax included)
- Availability: Select EC sites
Frozen Pancake with Dog
Inspired by Morinaga's famous pancake mix, these frozen pancakes can be enjoyed after microwave or natural defrosting. The simple, mild sweetness makes them delicious on their own, with thin cakes designed for easy dog consumption.
- Content: 114g (3 pieces)
- Price: ¥500 (tax excluded) / ¥540 (tax included)
- Availability: Select EC sites
Expert Involvement
Professor Koji Masuda, DVM, PhD
Tokyo University of Agriculture, Department of Animal Science
Director of the Animal Behavior Research Laboratory
As one of Japan's leading authorities in animal behavior, Professor Masuda's research focuses on understanding why dogs show such devotion to their owners. His work examines both canine behavior mechanisms and owner psychology to help build better relationships between dogs and people.
Promotional Event: WITH DOG DAY
On March 15th, SAGA Arena will host the first dog-friendly volleyball match viewing event in SV League history. "WITH DOG DAY" allows fans to watch SAGA Hisamitsu Springs matches with their dogs in private viewing rooms, creating a new sports viewing experience that includes the whole family.
This event, held in partnership with SAGA Hisamitsu Springs, embodies the SV League's mission to "connect widely, strongly, and with society," serving as a symbol of regional coexistence between people and pets.
Image is for illustration purposes
Product Details
All products are veterinarian-supervised and meet safety quality standards for dogs. The jelly products were co-developed with Anicom Group using veterinary recipes.
For more information, visit the special website: https://www.morinaga.co.jp/hitotopet
