【For the Smiles of Pets and People】Nippon Pet Food's Social Contribution Activity "Vitaone Smile Project" Kicks Off

Changes in the Environment Surrounding Pets

The environment surrounding pets has changed with the times, and they have now become irreplaceable members of our families.

However, various problems related to pet ownership still persist.

There is a mountain of serious issues concerning the lives of our precious pets, such as problems with rescued dogs/cats due to abandonment or multi-pet household collapse, and issues with accompanying pets during disasters.

As opportunities for children to interact with animals decrease, so too are opportunities for them to learn the importance of life.

Our Vision for the "Vitaone Smile Project"

Since its establishment, Nippon Pet Food has upheld the philosophy of "providing comfort and enrichment to the lives of families and pets through pet food," and has long supported the health of pets living in Japan.

And now, we believe that our challenge is not only to deliver products to customers who live with pets, but also to confront animals in various situations and protect their small lives.

For pets and people to enjoy rich and fulfilling lives through heartfelt interaction.

That is our wish and the driving force behind our pet food creation.

Symbolizing "Vitaone," which has continuously supported pets in Japan, we aim for a future where all pets can live with smiles, and we will launch the "Vitaone Smile Project" starting on April 1st, Vitaone's birthday.

Future Activities

Supporting Rescued Dogs and Cats in Finding New Families

At the Shizuoka Prefectural Animal Welfare Center "Shippo no Baton," we will assist in the adoption process for new families and provide food, pamphlets, and samples, helping rescued small lives find their "forever homes."

Supporting Time to Learn How to Live with Pets

We will sponsor "Lifestyle Classes" to learn how people and pets can live comfortably together, and hold various events such as disaster preparedness seminars to prepare for emergencies.

Supporting the Cultivation of a Heart that Cherishes Life

We will engage in educational activities aimed at children, promoting the joy of living with pets and fostering a heart that cherishes small lives.

Information on Activities Here

Vitaone Smile Project Special Website

https://www.npf.co.jp/about/csr/index.html

Acquisition of Naming Rights for Shizuoka Prefectural Animal Welfare Center "Shippo no Baton"

As part of the "Vitaone Smile Project," we have acquired the naming rights for the interaction area within the Shizuoka Prefectural Animal Welfare Center "Shippo no Baton," which opened on November 22, 2025, naming it "Vitaone Fureai Area" (Vitaone Interaction Area). In conjunction with this, we have renovated the facility's decorations. We are working to create a space where visitors and the rescued small lives can spend time more comfortably and safely.

Entrance to the "Vitaone Fureai Area"

The facility's decorations utilize Nippon Pet Food's official characters, "Vitaone-kun" and "Mio-chan," adopting a design that is approachable for both children and adults.

Through these characters, we have incorporated creative ways to convey the importance of small lives in an enjoyable manner, realizing a heartwarming facility for local residents and users.

Mio-chan welcomes you at the entrance of the "Fureai Nyan Room"

The "Hidamari Nyan Terrace" where the warm sunlight feels pleasant

The New Era "Vitaone" Appears, Capturing the Younger Generation!

At the same time, the "Vitaone" brand, with over 60 years of history, introduces a new "Vitaone" tailored to the needs of the new era.

This is a domestic dog food, a "balanced nutritional meal with 20 ingredients," inspired by the diet of Japan, a country of longevity.

Based on the three food groups, it's Vitaone's unique original recipe, blending over 20 natural ingredients balanced to provide the necessary nutrients and dietary needs for dogs. In conjunction with the launch of the "Vitaone Smile Project," this will also be promoted on Vitaone's packaging, and a portion of the sales will be used to support this activity.

Product Details

▼Release Date: Monday, March 2, 2026

【For Dogs】Complete Nutritional Food (Dog Food) / Dry Type

＜Capacity＞Convenient size: 150g, Standard size: 1.4kg/1.5kg

＜Selling Price＞Open Price

For Adult Dogs

Japanese Chicken Recipe

Consideration for Food Allergens

Japanese Rice and Fish Recipe

10 Years and Older

Japanese Chicken Recipe

Video "A Word to My Dog" Edition Now Available!

Vitaone | "A Word to My Dog" Edition

https://youtu.be/_JcRpn5xmKk

▼For more details on products, click here

https://www.npf.co.jp/vitaone/vk/index.html