Kirin Beer launches new product using surplus Hokkaido plums

Kirin Beer has released a new limited-edition product, ‘Hyoketsu mottainai Plum’, which utilizes non-standard plums from Yoichi, Hokkaido. These fruits, which are often discarded due to being overripe or irregularly shaped despite maintaining high quality, are part of the company’s ongoing initiative to reduce food loss.

Through this release, Kirin aims to reduce food waste by approximately 13.4 tons, equivalent to about 350,000 plums. This marks the second instance of using Hokkaido produce for the series, following the release of Furano melon earlier this year. The ‘mottainai’ project, launched in May 2024, has now incorporated ten different types of surplus fruits.

In addition to waste reduction, the project supports farmers by donating a portion of sales toward the purchase of seedlings and agricultural materials. The use of Yoichi plums is also intended to promote the region's agricultural products nationwide.