Japan-origin plant-based butter “Better Than Butter” has been selected as a finalist in the Plant-Based Alternatives category of the U.S. Shelfie Awards 2026. It was named one of 3 finalists from more than 2,000 entries, and the official announcement noted that 96% of its ingredients are coconut-derived and that it was evaluated in a blind test as having a taste similar to real butter.
Japan-origin plant-based butter “Better Than Butter” has been selected as a finalist in the Plant-Based Alternatives category of the Shelfie Awards 2026, organized by Startup CPG, a U.S. community that supports emerging consumer packaged goods brands. The awards received more than 2,000 entries, with the finalists determined following a tasting evaluation.
The Shelfie Awards are an open-entry awards program for emerging consumer packaged goods brands. Entries are evaluated on 5 criteria: taste, innovation, brand story, supply chain initiatives, and packaging. Following the overall judging process, Better Than Butter was selected as one of 3 finalist brands in its category.
According to the product information, Better Than Butter is a plant-based spread made with approximately 96% coconut-derived ingredients and can be used for a wide range of applications, from toast to cooking, confectionery, and baking. Following its U.S. launch in January 2026, its distribution expanded to approximately 60 stores in California, Hawaii, Oregon, and other locations. Sales on the East Coast will begin in August, while sales through Misfits Market began in July, with a nationwide U.S. rollout targeted by year-end.
The selected product was presented with the following details: product name, Better Than Butter - Salted -; net weight, 225g; and category, Plant-Based Alternatives. Following the selection as a finalist in the U.S. Shelfie Awards, Representative Director Ogino Midori (荻野みどり) said the company intends to pursue the expansion of its U.S. market presence and build its brand as a Japan-origin company.