A unique snack has recently been making waves among Japan’s MZ (Millennial and Gen Z) generation. The product, called “Bata no Itoko”, literally translates to “Butter’s Cousin.” The key ingredient? Skim milk, the liquid byproduct left over after making butter.
This new confection was born from the idea of repurposing the large quantities of skim milk that were previously discarded by dairy farms after butter production. Although it tastes similar to butter, it doesn’t actually contain real butter—hence the fitting name, “Butter’s Cousin.”
Developed by local entrepreneur Koichi Miyamoto in collaboration with the well-known restaurant Chus in Nasu, Tochigi Prefecture, the snack looks deceptively simple. It resembles a sandwich-style waffle—two crispy waffle layers with a rich, sticky jam filling. In recent years, the variety of filling flavors has expanded to include milk, chocolate, salted caramel, red bean & butter, Hokkaido red bean paste, blueberry, and banana.
Bata no Itoko is sold in packs of two large waffle cookies on its official website for around 1,700 yen. In line with the sustainable approach, even the trimmed-off waffle edges—the leftover pieces from shaping the product—are packed in a small plastic container and included with the order. The makers emphasize that “every part of the product is used,” allowing customers to “taste every blessing.”
Initially launched as a local specialty available only through online orders from Nasu, Bata no Itoko opened its first brick-and-mortar store in Hokkaido in December 2021. It has since expanded across Japan. A major reason behind its success lies in its commitment to sustainability.
Nasu is a major dairy-producing region in Japan, second only to Hokkaido in raw milk production. It’s known for its high-quality dairy products—particularly cheese, butter, and cream. However, the growth of the local dairy industry brought about a serious problem: what to do with the byproduct of butter and cheese production—skim milk.
Cheese and butter are made by concentrating the rich fats in milk, leaving behind a pale, watery liquid low in fat, known as skim milk. While it lacks the rich flavor of whole milk, it still contains a gentle sweetness from the remaining lactose. In Western countries, this byproduct is often sold and used in cooking under names like “skim milk” or “buttermilk.” But in Japan, where demand for fat-free milk is low, large quantities of skim milk had no viable market. Farms were forced to sell it at a loss—or simply throw it away.
Since the launch of Bata no Itoko, however, demand for skim milk has become more stable and sustainable. The popularity of the snack reflects a broader movement toward purposeful consumption—consumption that makes a positive impact. As founder Miyamoto told local media, “I like to think of it as conscious and supportive consumption.” Simply buying Bata no Itoko helps create jobs in Nasu and neighboring regions, supports recycling of industrial byproducts, and contributes to environmental protection.
The snack also plays a role in promoting local agriculture. For example, the butter used in the red bean & butter flavor comes directly from Nasu’s dairy farms, while the red beans are organically grown in Hokkaido. Every purchase is a way to support local farmers and rural economies.
Reflecting on the journey of creating Bata no Itoko, Miyamoto said, “We didn’t set out with a grand goal, but through collaboration with local dairy farmers, we were able to create a grassroots, bottom-up product. It’s a snack that brings joy to both the people who make it and those who eat it.”
SOPHIA KIM
US ASIA JOURNAL
