HAB f om to Launch New “BESIDE Freeze-Dried Treats” for Building Bonds Between Owners and Pets

Heartland Co., Ltd. (Head office: Yamashina-ku, Kyoto; Representative: Hiroyuki Yoshimoto) will launch “BESIDE Freeze-Dried Treats,” a new product from its food brand HAB f om, on Monday, June 15, 2026. The product was developed not merely as a reward snack, but as a treat designed to support relationship-building between pet owners and their animal partners. In recent years, pet treat sections have become crowded with many products, making it difficult for owners to understand differences and intended uses. As a result, products are often chosen based on price or conventional criteria, while the value of each individual item can be hard to communicate. HAB f om focused on this difficulty in choosing and aimed to create a product that clearly communicates when and how it should be used, rather than relying only on specification comparisons. This concept led to the creation of “BESIDE Freeze-Dried Treats.” BESIDE proposes not only what to give to a pet, but also what kind of time to create together. It is designed to become a cue for eating, coming closer, and spending time together, making it easy to incorporate into everyday communication. A major feature of the series is that it can be positioned not only as a reward treat, but also as a “trigger” for building the relationship between owners and pets. Key features include: first, a design that makes intended use and role easy to understand, helping owners choose with less hesitation in stores. Second, it serves as a treat that supports relationship-building by creating opportunities to eat, approach, and spend time together. Third, it uses ingredients from New Zealand and is made without additives, preserving the natural flavor of the ingredients while fitting easily into daily rewards and communication moments. Fourth, the package design strengthens the appeal of the sales floor when multiple items are displayed together; lined-up packages reveal a heart mark, creating a playful and cute presentation that encourages customers to pick them up. BESIDE Freeze-Dried Treats will be available in 15g and 50g sizes. The lineup includes green-lipped mussel, salmon, red cod, and hoki for both dogs and cats; turkey liver for cats; and turkey gizzard for dogs. The range is designed to make it easy to choose according to everyday usage scenes and feelings. Heartland plans to exhibit the product at Interpets Osaka from June 19 to 21, 2026, and at the “Living with Pets Zone” inside Lifestyle Week Summer / Variety Goods EXPO from June 24 to 26, 2026. At the venues, the company will introduce the HAB f om brand world and the appeal of BESIDE Freeze-Dried Treats directly to visitors. Visitors wishing to attend the “Living with Pets Zone” can pre-register through the invitation URL; pre-registration grants free admission and includes a 1,000-yen meal voucher usable at the venue. Product overview: Product name: HAB f om BESIDE Freeze-Dried Treats. Launch date: Monday, June 15, 2026. Sizes: 15g / 50g. Reference price: 1,200 yen before tax for 15g and 2,500 yen before tax for 50g. HAB f om is a pet food brand based on the concept of “pursuing health and beauty through food.” It addresses owners’ concerns about pet diets, health, and beauty, and continues to explore the possibilities of food so that owners and their partners can spend beautiful, healthy, and joyful days together for as long as possible. Company: Heartland Co., Ltd. URL: https://www.zoic.jp/. Contact: Heartland Co., Ltd., Masashi Nagata, TEL: 075-594-3773, MAIL: masashi_ agata@hea tla d-1991.co.jp.