To promote increased consumption of milk and dairy products and to raise awareness of the nutrients necessary for growth, samples of the growth-supporting beverage "Senobic" will be distributed to all children in the city.

Background of the initiative

Amid the prolonged decline in milk and dairy product consumption due to the COVID-19 pandemic, there are concerns that the amount of raw milk that cannot be processed will increase, especially from March to April when school lunches are on spring break. *1​
In response to this situation, Rohto Pharmaceutical, which has been conducting information dissemination and campaigns aimed at expanding milk consumption through events at its retail partners, and Obihiro City, whose main industry is agriculture, have decided to collaborate to increase the consumption of milk and dairy products, which has been sluggish, and to promote understanding of the nutrients necessary for growth.

*1: Quoted from the Ministry of Agriculture, Forestry and Fisheries' "Milk for Smiles Project" website.​

Overview of the initiative

About Senobic, a growth support beverage

Product name	Senobic <Milk Cocoa Flavor>
Product image
Risk classification	Nutritional functional foods
Capacity/Price	84g/660 yen (tax included), 180g/1,210 yen (tax included)
Product features	Developed through research into bone health during growth, this delicious nutritional supplement dissolves easily in milk. One serving provides the daily recommended amount of calcium *1. Furthermore, one serving *2 provides essential nutrients like iron and vitamin D. It's recommended not only for growing children, but also for the whole family's health, for those who dislike the taste of milk, and for anyone concerned about nutritional deficiencies or imbalances. *1: One serving (150mL of milk * + 12g Senobic) provides 680mg of calcium, which is equivalent to 100% of the daily recommended intake of nutrients. *Based on the Japanese Food Standard Composition Table 2020 *2: One serving is calculated as 150mL of milk + approximately 12g Senobic
component	Granulated sugar, maltodextrin, cocoa powder (10-13% cocoa butter), glucose, salt, egg yolk peptide (contains egg) / eggshell calcium, emulsifier, ferric pyrophosphate, flavoring, vitamin C, vitamin D
How to eat	Add three medium-sized teaspoons (approximately 12g) of the granules to a small amount of milk (approximately 30mL), stir well, then pour in 120mL of milk and stir again. It can be enjoyed hot or cold. Since the granules tend to settle at the bottom of the glass, stir well with a spoon or similar utensil. Please drink one glass per day as a guideline.

Thoughts on this initiative from the person in charge

Shin Kuboki, Sapporo Sales Office, HB East Japan Business Division, Rohto Pharmaceutical Co., Ltd.

In order to realize a society where people can live vibrant lives both physically and mentally, our company is participating in the "Milk for Smiles Project" sponsored by the Ministry of Agriculture, Forestry and Fisheries, and is committed to activities that promote the consumption of milk and dairy products and contribute to people's health.
We recently had the opportunity to speak with representatives from the Obihiro City Agricultural Policy Department and dairy farmers, and learned about the concerns regarding the risk of raw milk being discarded due to the COVID-19 pandemic. Therefore, we thought about how we could once again convey the nutritional value of milk through Senobic, and in collaboration with Obihiro City, we have been given the opportunity to share this information with parents and children.
We will continue to work to increase the consumption of milk and dairy products through Senobic, and support the health of children who represent the future.

Kazuya Kakemura, Assistant Chief, Livestock Section, Agricultural Policy Division, Agricultural Policy Office, Obihiro City Agricultural Policy Department

In Obihiro City, where agriculture is the main industry, approximately 9,000 dairy cows and about 70 producers produce high-quality raw milk every day, delivering delicious milk and dairy products to our tables. Currently, the environment surrounding dairy farming is extremely difficult, with production being forced to be suppressed due to soaring production material costs and sluggish consumption of milk and other dairy products. Although it has not yet occurred in this area, there are concerns that raw milk may have to be discarded. In particular, during school holidays, when milk consumption through school lunches ceases, there are concerns that raw milk will become unprocessable.
It was during this time that we had the opportunity to connect with ROHTO Pharmaceutical Co., Ltd., who have agreed to support our city's initiative to expand milk and dairy product consumption. Actively purchasing milk and yogurt when you do your daily shopping, and using fresh cream, butter, and cheese in your cooking and baking, will help support the producers who work hard every day to produce delicious raw milk. We would greatly appreciate your cooperation and support.