Every Kind Choice Shapes the Future

From Aoyama Farmers’ Market to the World

BROWN SUGAR 1ST began in 2011 at the farmers’ market in Aoyama, Tokyo.

Guided by the founder’s question—“Would I feel safe feeding this to my own child?”—the company started by offering handmade muffins, one by one.

As recipes continued to evolve, the search for a healthier alternative to butter led to the discovery of coconut oil.

Delicious, nourishing, and gentle on the planet, coconut is known as the “tree of life,” transforming into oil, water, milk, sugar, and even vinegar. Captivated by its potential, the company began developing products with coconut oil long before it was widely recognized in Japan.

The Birth of a New Butter from Coconut

After 14 years of experience and innovation, BROWN SUGAR 1ST proudly introduces Better than Butter, a plant-based butter created with uncompromising standards.

From the beginning, the founder held firmly to one conviction: never compromise on taste.
Even without dairy, and even with kindness toward animals and the earth, a butter must still deliver richness and satisfaction to become part of daily life.
With this belief, the company spent four years perfecting the recipe.

Key Features of Better than Butter

• 96% coconut-based ingredients (excluding water and salt)

• Naturally rich in MCT oil

• Zero cholesterol, zero trans fats

• Certified Organic, Halal, and Kosher

A new “everyday staple” that performs beautifully at home and in professional kitchens alike.

Small Choices Can Shape the Future

Simply switching the butter you spread on your morning toast is a small act—
yet it can spark the feeling of “I’m doing something good,” and gradually ripple outward into a kinder future for people, animals, and the planet.

BROWN SUGAR 1ST embraces the message “Do Good, Be Good.”
Better than Butter was created to nurture a circle of kindness.

Instead of emitting carbon and methane, it draws on the gift of the coconut palm, a tree that breathes out oxygen through photosynthesis—
from Japan, to the United States, and onto tables across the globe.

Launch Information

Better than Butter will officially launch in the United States in January 2026.
Every choice we make today has the power to shape tomorrow.

We invite you to experience it at your table.

If you’re nearby, please stop by and discover the charm of these healthy, mindful snacks.

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