From Niigata to the Nation! Dog Treat Brand "ShinShin" Launches New Products
Agro Japan Co., Ltd. has launched new chicken and deer meatballs for their dog treat brand "ShinShin," expanding their lineup of domestic, additive-free, rice koji-infused meatballs. The brand, established in Spring 2025, aims to enrich the lives of pets and their owners through healthy food options, now available nationwide via their official online shop.
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- 📰 Published: April 15, 2026 at 23:02
- 🔍 Collected: April 15, 2026 at 14:31
- 🤖 AI Analyzed: April 15, 2026 at 20:13 (5h 41m after Collected)
With the concept of "A Bite of Happiness for You and Me," we sell domestic, additive-free "dog meatballs" containing rice koji.
Agro Japan Co., Ltd. (Headquarters: Niigata City, Niigata Prefecture, President & CEO: Takeshi Asami) launched its own dog treat brand, "ShinShin," in the pet animal field for general consumers in Spring 2025. Following positive reception at event sales, sales began on the official online shop in October of the same year.
One year after the launch of our carefully crafted beef meatballs, we have received feedback from pet owners requesting a wider variety of products and options for dogs with allergies. In response, we launched new chicken and deer meatballs in April 2026.
■ Background and Purpose
In modern times, beloved dogs are considered "family members," and their diet is directly linked to their physical and mental health.
Agro Japan, which has been involved in the distribution of animal pharmaceuticals mainly in Northern and Eastern Japan, aims to provide food proposals that accompany the daily lives of pet owners and their dogs, in order to more directly realize its mission: "Contribute to food production through animals and contribute to human healing."
The new brand "ShinShin" was born from the desire to "satisfy the mind and body of the family through food."
■ Product and Service Features
1. "Domestic, Additive-Free Beef Meatballs" Achieving Overwhelming Appeal
This first product, developed based on an independent survey of pet owners, is packed with "the joy of choosing," "the delight of them eating it," and "the deliciousness of the ingredients." Made with domestic, additive-free ingredients and rice koji to bring out the natural umami, it has been praised for its high palatability since its launch in Spring 2025. At pet events, many dogs that are usually too nervous to eat will try this product on the spot, surprising their owners. It is also a favorite as a topping for dogs whose appetite has decreased due to age or surgery.
2. "Chicken and Deer Meatballs" Shaped by Pet Owner Feedback
During sales at pet events, we frequently received requests such as "Please increase the variety of meat types" and "My dog cannot eat beef due to allergies."
While maintaining the characteristics of being domestic, additive-free, and containing rice koji, we have newly developed chicken and deer meatballs, which went on sale in April 2026. The lineup now caters to a wide range of needs, including dog preferences, weight, and allergy considerations.
3. The Brand Name "ShinShin" (心身) Embodies the Wish for Well-being
The brand name was derived from the Japanese word "Shinshin" (心身), meaning "mind and body," reflecting the wish to keep both the "mind" and "body" of beloved dogs healthy. The logo design also conveys the desire for owners to connect with their dogs and feel happiness during meal times, even amidst busy daily lives.
4. Reaching Owners Nationwide Through "Online Shop" Expansion
We have incorporated "real voices" gathered from in-person sales at pet events in Niigata Prefecture into our products. In October 2025, we launched an official online shop, making our products available for purchase from anywhere in Japan, thereby enhancing convenience.
■ Future Outlook
We at ShinShin will continue to listen to the voices of pet owners and consider what we can do to foster connection between owners and their beloved dogs in their daily lives.
■ Product Overview
Name: Beef Meatballs (Plain, Natto, Pumpkin - 3 types)
Chicken Meatballs (Sweet Potato, Tomato, Broccoli - 3 types)
Deer Meatballs (Plain - 1 type)
Features: Uses domestic ingredients, free of preservatives and artificial colors, contains rice koji.
Sales Channels: Official online shop, pet-related events.
Official Online Shop: https://shinshinpf-official.agrojapan.jp/
Official Instagram: @agro.shinshin
Latest information on event participation and new products is regularly posted on our Official Instagram!
Inquiries regarding this matter:
Agro Japan Co., Ltd.
Management Planning Team, General Management Division
TEL: 025-250-6289
About Agro Japan Co., Ltd.
Agro Japan Co., Ltd., with its mission "Contribute to food production through animals and contribute to human healing," is a wholesale company for animal pharmaceuticals that procures and sells animal pharmaceuticals, feed, and related products, primarily in Northern and Eastern Japan.
Headquarters: 5-1-3 Akebono-cho, Konan-ku, Niigata City, Niigata Prefecture
Representative: Takeshi Asami, President and CEO
Corporate Philosophy: "Challenging the creation of a dream-filled company with consideration, never forgetting the spirit of gratitude."
Main Business Activities: Sales of animal pharmaceuticals, medical pharmaceuticals, and related/peripheral products.
Company Information: https://www.agrojapan.jp/
About Vital KSK Holdings, Inc.
Vital KSK Holdings, Inc. supports healthcare services such as medical care and nursing care provided in communities through the supply of pharmaceuticals, nursing care supplies, products, and services. Based on its long-term vision 2035, "Innovating the future of medicine by 'connecting' beyond boundaries, beyond medicine," the company aims to establish a sustainable distribution system for pharmaceuticals and medical supplies through independence and collaboration, and to expand businesses around healthcare to contribute to solving social issues and extending healthy lifespans.
Headquarters: 1-1-12 Tsurumaki, Setagaya-ku, Tokyo
Representative: Taisuke Murai, President and CEO
Corporate Philosophy: "Supporting regional healthcare so people can live healthy lives with peace of mind."
Main Business Activities: Pharmaceutical wholesale business, pharmacy business, animal pharmaceutical wholesale business, pharmaceutical manufacturing business, nursing care rental, and other businesses.
Company Information: https://www.vitalksk.co.jp/
Agro Japan Co., Ltd. (Headquarters: Niigata City, Niigata Prefecture, President & CEO: Takeshi Asami) launched its own dog treat brand, "ShinShin," in the pet animal field for general consumers in Spring 2025. Following positive reception at event sales, sales began on the official online shop in October of the same year.
One year after the launch of our carefully crafted beef meatballs, we have received feedback from pet owners requesting a wider variety of products and options for dogs with allergies. In response, we launched new chicken and deer meatballs in April 2026.
■ Background and Purpose
In modern times, beloved dogs are considered "family members," and their diet is directly linked to their physical and mental health.
Agro Japan, which has been involved in the distribution of animal pharmaceuticals mainly in Northern and Eastern Japan, aims to provide food proposals that accompany the daily lives of pet owners and their dogs, in order to more directly realize its mission: "Contribute to food production through animals and contribute to human healing."
The new brand "ShinShin" was born from the desire to "satisfy the mind and body of the family through food."
■ Product and Service Features
1. "Domestic, Additive-Free Beef Meatballs" Achieving Overwhelming Appeal
This first product, developed based on an independent survey of pet owners, is packed with "the joy of choosing," "the delight of them eating it," and "the deliciousness of the ingredients." Made with domestic, additive-free ingredients and rice koji to bring out the natural umami, it has been praised for its high palatability since its launch in Spring 2025. At pet events, many dogs that are usually too nervous to eat will try this product on the spot, surprising their owners. It is also a favorite as a topping for dogs whose appetite has decreased due to age or surgery.
2. "Chicken and Deer Meatballs" Shaped by Pet Owner Feedback
During sales at pet events, we frequently received requests such as "Please increase the variety of meat types" and "My dog cannot eat beef due to allergies."
While maintaining the characteristics of being domestic, additive-free, and containing rice koji, we have newly developed chicken and deer meatballs, which went on sale in April 2026. The lineup now caters to a wide range of needs, including dog preferences, weight, and allergy considerations.
3. The Brand Name "ShinShin" (心身) Embodies the Wish for Well-being
The brand name was derived from the Japanese word "Shinshin" (心身), meaning "mind and body," reflecting the wish to keep both the "mind" and "body" of beloved dogs healthy. The logo design also conveys the desire for owners to connect with their dogs and feel happiness during meal times, even amidst busy daily lives.
4. Reaching Owners Nationwide Through "Online Shop" Expansion
We have incorporated "real voices" gathered from in-person sales at pet events in Niigata Prefecture into our products. In October 2025, we launched an official online shop, making our products available for purchase from anywhere in Japan, thereby enhancing convenience.
■ Future Outlook
We at ShinShin will continue to listen to the voices of pet owners and consider what we can do to foster connection between owners and their beloved dogs in their daily lives.
■ Product Overview
Name: Beef Meatballs (Plain, Natto, Pumpkin - 3 types)
Chicken Meatballs (Sweet Potato, Tomato, Broccoli - 3 types)
Deer Meatballs (Plain - 1 type)
Features: Uses domestic ingredients, free of preservatives and artificial colors, contains rice koji.
Sales Channels: Official online shop, pet-related events.
Official Online Shop: https://shinshinpf-official.agrojapan.jp/
Official Instagram: @agro.shinshin
Latest information on event participation and new products is regularly posted on our Official Instagram!
Inquiries regarding this matter:
Agro Japan Co., Ltd.
Management Planning Team, General Management Division
TEL: 025-250-6289
About Agro Japan Co., Ltd.
Agro Japan Co., Ltd., with its mission "Contribute to food production through animals and contribute to human healing," is a wholesale company for animal pharmaceuticals that procures and sells animal pharmaceuticals, feed, and related products, primarily in Northern and Eastern Japan.
Headquarters: 5-1-3 Akebono-cho, Konan-ku, Niigata City, Niigata Prefecture
Representative: Takeshi Asami, President and CEO
Corporate Philosophy: "Challenging the creation of a dream-filled company with consideration, never forgetting the spirit of gratitude."
Main Business Activities: Sales of animal pharmaceuticals, medical pharmaceuticals, and related/peripheral products.
Company Information: https://www.agrojapan.jp/
About Vital KSK Holdings, Inc.
Vital KSK Holdings, Inc. supports healthcare services such as medical care and nursing care provided in communities through the supply of pharmaceuticals, nursing care supplies, products, and services. Based on its long-term vision 2035, "Innovating the future of medicine by 'connecting' beyond boundaries, beyond medicine," the company aims to establish a sustainable distribution system for pharmaceuticals and medical supplies through independence and collaboration, and to expand businesses around healthcare to contribute to solving social issues and extending healthy lifespans.
Headquarters: 1-1-12 Tsurumaki, Setagaya-ku, Tokyo
Representative: Taisuke Murai, President and CEO
Corporate Philosophy: "Supporting regional healthcare so people can live healthy lives with peace of mind."
Main Business Activities: Pharmaceutical wholesale business, pharmacy business, animal pharmaceutical wholesale business, pharmaceutical manufacturing business, nursing care rental, and other businesses.
Company Information: https://www.vitalksk.co.jp/