Four Consecutive Awards and First-Ever Win for LAT.s! Globally Recognized Deliciousness: Three 'MY ROUTINE' Protein Products Win the 'ITI Superior Taste Award 2026'!

Weni Trading Co., Ltd. (Headquarters: Taito-ku, Tokyo; President & CEO: Mitsuyoshi Miyagami), which offers a wide range of products including protein powders and sports supplements while strengthening its health food division, is pleased to announce that three protein products under its 'MY ROUTINE' brand have received the 'Superior Taste Award 2026' from ITI (International Taste Institute), a globally renowned taste evaluation organization. 'MY ROUTINE MAX Chocolate Flavor' has earned a two-star rating for the fourth consecutive year, while 'MY ROUTINE MAX Muscat Flavor' has received a one-star rating for the second consecutive year. Additionally, 'LAT.s Cookie & Cream Flavor' has earned a one-star rating on its first entry. Evaluated under strict blind tasting by world-renowned chefs and sommeliers, these products have been internationally recognized for their exceptional quality and delicious taste. Moving forward, MY ROUTINE will continue to pursue great-tasting products that users can enjoy daily, developing innovative items that deliciously support a healthy lifestyle.

Three Products Win the 'ITI Superior Taste Award 2026'

★★ Two Stars

MY ROUTINE MAX Chocolate Flavor

Featuring a mildly bitter, sophisticated chocolate drink-like flavor with a clean sweetness, this protein is designed for daily, enjoyable consumption.

This marks the fourth consecutive year receiving a two-star rating.

Protein per serving: 25.4g

★ One Star

MY ROUTINE MAX Muscat Flavor

A refreshing, fruity muscat flavor with a juicy character and rich aroma. Its clean sweetness makes it ideal for post-workout recovery.

This marks the second consecutive year receiving a one-star rating.

Protein per serving: 25.7g

★ One Star

LAT.s Cookie & Cream Flavor

Features a crunchy, slightly bitter cookie crunch. The rich protein base and subtly bitter cookie pieces create a harmonious, dessert-like Cookie & Cream flavor.

This marks the first one-star award for LAT.s, a brand dedicated to high-quality protein powders suitable for daily use.

Protein per serving: 25.4g

About the 'ITI Superior Taste Award'

The ITI Superior Taste Award is an international taste evaluation program for food and beverage products, organized by the International Taste Institute based in Brussels, Belgium.

Products are evaluated through a blind tasting process, where brand names, manufacturers, and countries of origin are concealed. Expert tasters—including chefs and sommeliers from around the world—assess each product based on criteria such as first impression, appearance, aroma, taste, texture, and aftertaste.

Since 2005, the Institute has evaluated thousands of products from over 100 countries. The Superior Taste Award is widely recognized as the most prestigious taste certification in the global food and beverage industry.

[ITI Official Website]

https://www.taste-institute.com/ja/awarded-products/product-details/7439908951

https://www.taste-institute.com/ja/awarded-products/product-details/7618113320

https://www.taste-institute.com/ja/awarded-products/product-details/7868776694

Product Overview

MY ROUTINE MAX Chocolate Flavor

Content: 700g / 3kg

Price: Open price

Available at: 'MY ROUTINE Official Online Shop', 'MY ROUTINE Rakuten Store', 'MY ROUTINE Amazon Store', and major supermarkets nationwide (excluding some stores)

Distributor: Weni Trading Co., Ltd.

Product Page:

https://www.myroutine.jp/product_protein/h01-myroutinemaxcho-700/

https://www.myroutine.jp/product_protein/h01-myroutinemaxcho-3000/

MY ROUTINE MAX Muscat Flavor

Content: 700g / 3kg

Price: Open price

Available at: 'MY ROUTINE Official Online Shop', 'MY ROUTINE Rakuten Store', 'MY ROUTINE Amazon Store', and major supermarkets nationwide (excluding some stores)

Distributor: Weni Trading Co., Ltd.

Product Page:

https://www.myroutine.jp/product_protein/h01-myroutinemaxmus-700/

https://www.myroutine.jp/product_protein/h01-myroutinemaxmus-3000/

LAT.s Cookie & Cream Flavor

Content: 1kg

Price: 4,980 JPY (tax included)

Available at: 'MY ROUTINE Official Online Shop', 'MY ROUTINE Rakuten Store', 'MY ROUTINE Amazon Store'

Distributor: Weni Trading Co., Ltd.

Product Page:

https://www.myroutine.jp/product_protein/h09-lats-cookiescre-1000/

Reference Materials

[MY ROUTINE Brand Concept]

Move. Walk. Run. Work. Laugh. Cry. Eat. Our daily lives are made up of 'verbs'.

We believe that moving our bodies and minds—essentially, living itself—is a form of sport. MY ROUTINE is a brand that supports your daily well-being, becoming part of your routine to help you live a more positive and fulfilling life.

View Details

Product Lineup

Centered on protein products, the brand drives innovative development through collaborations, expanding into categories such as high-protein curry and Beauty Protein that enhances inner beauty.

Weni Trading Co., Ltd.

A specialized trading company handling brands in watches, fashion accessories, fragrances, and more.

Holds a significant share in the import and wholesale of international brands.

Leveraging its expertise and track record in import distribution, the company is expanding its business as the official Japanese distributor and developer of original brands.

While serving as the exclusive distributor for fragrances such as 'Samurai', 'Jaguar', and 'Guerlain', it also develops in-house brands like the 'Aqua Sabon Series' and 'Anidyl', operating a diverse business model with multiple brands.