Brand Launch Announcement

Introducing yumrich, a plant-based ice cream made from grain-based plant milk! yum, yum, yumrich!

Brand launch on Saturday, January 21, 2023, with a special dinner at a popular restaurant in Omotesando

YUMRICH Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President: Yutaka Yanagi), a food tech company that produces dairy alternatives with the mission of "creating a sustainable society through food based on a well-balanced philosophy," will launch its plant-based ice cream, yumrich, made from grain-based plant milk, on Saturday, January 21, 2023. As part of the launch event, a special dinner will be held on the evening of the same day at MUSHROOM TOKYO, Japan's first restaurant specializing in mushroom dishes, located in Omotesando, Tokyo.

What is yumrich?
yumrich is a brand that, unlike conventional plant-based and vegan foods where health and environmental considerations are prioritized, focuses on pursuing the deliciousness and enjoyment of food based on a well-balanced philosophy, under the slogan "yum, fun, and sustainable." It is a plant-based ice cream made from domestically produced grain-based plant milk, with no dairy products used.

The background to the brand's establishment is the resolution of major social issues: "environmental problems" caused by cows (dairy farming) and "allergy problems" caused by milk. Livestock accounts for approximately 15% of global greenhouse gas emissions, equivalent to the total emissions from all vehicles. Other significant problems include water pollution and deforestation caused by the livestock industry. In terms of allergy problems, milk is the second most common food allergen after eggs, and two out of three Japanese people are said to be lactose intolerant. We aim to address these social issues through plant-based foods that do not use milk and have a low environmental impact. Based on a well-balanced philosophy, we aim to create products and a brand that will delight many people.

※The photos below are not representative of what will be served at this dinner.


Special Dinner Details

To celebrate the launch of the yumrich brand, a special dinner will be held at MUSHROOM TOKYO, Japan's first restaurant specializing in mushroom dishes, located in Omotesando, Tokyo. This event came to fruition through a proposal from Chef Sakurai of MUSHROOM TOKYO, who empathized with the background of the yumrich brand's establishment.

At MUSHROOM TOKYO, fresh mushrooms, delivered daily from Katori City, Chiba Prefecture, are incorporated into the menu using various cooking methods and multinational approaches, demonstrating the "potential of mushrooms" to be both a supporting act and a star of the dish. Please enjoy the marriage of delicious vegan mushroom dishes, made without any animal products, and yumrich's plant-based ice cream.

《Event Outline》
■Date: Saturday, January 21, 2023
Part 1: 17:30-19:30
Part 2: 20:00-22:00
・Only course meals will be served.
・The meal will start simultaneously at the designated time.
・The session is for 2 hours, and extensions or changes to the time are not possible.
■Location: MUSHROOM TOKYO
6-2-4 Jingumae, Shibuya-ku, Tokyo
■Price: 7,700 JPY (tax included) / per person
※Drinks are extra.
■Reservation Method
Please send a DM to MUSHROOM TOKYO's official website, call them, or send a DM to yumrich's SNS (Instagram).

【yumrich】
yum, fun and sustainable
well-balanced thinking
yum yum yumrich
■URL：https://www.instagram.com/yumrichfoods/

【MUSHROOM TOKYO】
■Address: 6-2-4 Jingumae, Shibuya-ku, Tokyo
■Phone: 03-6450-5877
■URL：https://mushroomtokyo.com/