Dog Treat Brand "ShinShin" Goes Nationwide from Niigata!

With the concept of "A bite of happiness for you and me," we sell "Beef Meatballs" made in Japan, additive-free, and containing rice koji.

Agro Japan Co., Ltd. (Headquarters: Niigata City, Niigata Prefecture, President: Tsuyoshi Asami) launched its own dog treat brand "ShinShin" in the spring of 2025 as a new business in the pet field for general consumers. Following positive reception at event sales, we officially began full-scale sales on our official online shop in October of the same year.

■Background and Objectives

In modern times, beloved dogs are "like family," and their diet is directly linked to their physical and mental health.

Agro Japan, which has been involved in the distribution of veterinary pharmaceuticals primarily 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 of "Contributing to food production and human healing through animals."

The new brand "ShinShin" was born from the desire to "satisfy the hearts and bodies of families through food."

■Product and Service Features

1. "Made in Japan, Additive-Free Beef Meatballs" that Achieve Overwhelming Eagerness to Eat

Developed based on our own survey of pet owners, this product is packed with three elements: "the joy of choosing," "the pleasure of them eating it," and "the deliciousness of the ingredients." Made in Japan, additive-free, and containing rice koji to bring out the natural umami of the ingredients, it has been well-received for its eagerness to be eaten since its launch in the spring of 2025. At pet events, where many dogs are too nervous to eat, this product is often eaten on the spot, surprising owners. It is also used as a topping for dogs who have lost their appetite due to age or surgery.