National Azabu, an International Supermarket in Hiroo, Begins Selling Fresh Pet Food 'Petokoto Foods'

PETOKOTO, Inc. (Shibuya-ku, Tokyo; CEO Yasusuke Okubo, hereinafter 'Petokoto'), a company dedicated to pet wellness with the mission of 'a world where pets are loved as family,' announces the launch of sales for its fresh pet food brand 'Petokoto Foods' at National Azabu, an international supermarket.

https://shop.petokoto.com/

Petokoto Foods is a fresh pet food brand based on the concept of 'transforming pet food from mere feed to real meals.' Made primarily with Japanese-sourced ingredients and processed using low-temperature steaming and flash-freezing, the products retain high moisture content and deliver a homemade-like taste. Suitable for all dog breeds and life stages, they can be served as a complete main meal or as a nutritious topping. Since its retail launch in 2022, the brand has expanded to over 600 stores nationwide.

■ Petokoto Foods Products Available

- Ambient-temperature wet dog food (Beef, Pork, Chicken, Fish, Low-fat Chicken)

- Freeze-dried treats (Chicken, Cheese, Vegetable Mix, Fruit Mix)

■ Store Carrying Petokoto Foods

National Azabu Azabu Branch

4-5-2 Minami-Azabu, Minato-ku, Tokyo 106-0047

*For business hours and stock availability, please contact the store directly.

■ About Fresh Pet Food 'Petokoto Foods'

Petokoto Foods is a complete nutritional pet food designed for all dog breeds and ages, based on the concept of 'from feed to meals.' It uses high-quality domestic ingredients processed with low-temperature steaming to preserve natural flavors, aromas, nutrients, and moisture—just like homemade food.

The brand emphasizes transparency by disclosing ingredient ratios and producer information, using ingredients of the same quality as human food. Manufactured in frozen food facilities that produce human-grade products, Petokoto Foods avoids the high-heat compression typical of dry kibble, instead using gentle steaming to maintain freshness and palatability.

Recipes are developed by in-house veterinarians and nutritionists, with added vitamins and minerals to ensure balanced nutrition.

One percent of sales revenue supports animal welfare through 'Petokoto Omusubi,' the company’s sister service—a matching platform for shelter dogs and cats—funding shelter groups and operational costs.

◾️ About PETOKOTO, the Pet Wellness Company

CEO Okubo once disliked dogs and cats, but after meeting one dog three years before founding the company, he developed a deep love for animals. In 2015, he launched PETOKOTO to address social challenges such as delayed digitization and animal euthanasia.

With the mission of 'a world where pets are loved as family,' PETOKOTO runs services that support pets and owners throughout their lives. These include 'Petokoto Omusubi (OMUSUBI),' a shelter pet matching site; 'Petokoto Media,' a pet lifestyle media platform; 'Petokoto Foods,' a fresh pet food brand; 'Petokoto Card,' a credit card that supports shelter animals; and 'Petokoto Pet Insurance,' an insurance product for pets. In collaboration with JR East Japan, the company launched Japan’s first pet-dedicated Shinkansen, positioning itself as a lifelong concierge for pet owners.

PETOKOTO made history by becoming the first pet service company to win IVS LAUNCHPAD NAHA 2022, Japan’s largest startup pitch competition. The video captures the company’s passion and vision.

Please watch the video here.

【Company Overview】

Company Name: PETOKOTO, Inc.

Address: 3rd Floor, Shioda Building, 23-3 Sakuragaoka-cho, Shibuya-ku, Tokyo

Representative: CEO Yasusuke Okubo

Founded: March 23, 2015

Capital: ¥307,100,647

Website: https://corp.petokoto.com

Business Activities:

- Shelter pet matching platform 'Petokoto Omusubi (OMUSUBI)': https://omusubi.petokoto.com/

- Fresh domestic pet food 'Petokoto Foods': https://shop.petokoto.com/

- Pet lifestyle media 'Petokoto Media': https://petokoto.com/

- Credit card supporting shelter pets 'Petokoto Card': https://www.eposcard.co.jp/collabo/petokoto/index.html?s=003

- Pet insurance supporting shelter pets 'Petokoto Pet Insurance': https://www.petfamilyins.co.jp/agent/petokoto01e/

- New insurance 'Promise of the Future' protecting pets in case of owner emergencies: https://www.littlefamily-ssi.com/lp/mirai-01/?utm_medium=petokoto&utm_source=referral&utm_campaign=normal&insAgentNo=littlefamily22

< Awards >

- Winner, IVS LAUNCHPAD 2022 NAHA (First in pet service history)

- Selected for Toyo Keizai's 'Sugoi Venture 100' (First dog food service)

- 2020 Good Design Award (First dog food service)

- Special Award, 'Inou Generation Award' hosted by the Ministry of Internal Affairs and Communications (First dog food service)

- Excellence Award, Nikkei Trendy Startup Grand Prix (First in pet service history)