What if the cookie you're munching on could also be shared with your dog? For millions of Japanese pet owners, that dream just became reality. Morinaga & Co., one of Japan's most beloved confectionery makers, has developed its first-ever products designed for humans and dogs to enjoy together, after 126 years in business. The company ran a joint study with a university before committing. Behind the decision sits a domestic pet market now worth about 1.9 trillion yen.

A 126-Year-Old Confectioner Turns to Dogs

Morinaga & Co. was founded in 1899, making it one of the oldest confectionery companies in Japan. The company pioneered portable milk caramels, produced Japan's first bean-to-bar chocolate, and built an empire of beloved snack brands, from "Moonlight" butter cookies and "Chocoball" candies to "Hi-Chew" fruit chews that have become popular worldwide.

On February 19, 2026, this storied company announced something it had never done in its entire 126-year history: entering the pet food business.

The "Hito to Pet Project": 7 Products for Humans and Dogs

Launching on March 3, the first wave of Morinaga's "Hito to Pet Project" (literally "Human and Pet Project") includes seven snacks specifically designed so that owners and their dogs can eat the very same treat together.

  • Mini Moonlight withDog (34g, about $2.40): A less-sweet take on Morinaga's long-selling "Moonlight" cookie, keeping the egg-forward flavor and crisp texture of the original
  • Wan Jelly Stick withDog (Apple / Yogurt flavor): Jelly sticks developed using health data analysis from Anicom Insurance, Japan's largest pet insurance provider
  • Wan Jelly Pouch withDog (Apple / Yogurt flavor): A convenient pouch-type jelly version
  • Ice Box withDog (Japanese Pear) (127ml, about $2.90): A dog-friendly version of Morinaga's popular summer frozen treat "Ice Box," flavored with nashi, a Japanese pear variety known for its crisp, juicy texture
  • Frozen Hotcake withDog: Morinaga's beloved frozen pancakes, reformulated for canine safety

The products go on sale through Morinaga's own online store, select e-commerce sites, some supermarkets and convenience stores in the Tokyo metropolitan area, pet specialty shops, and home centers. Ice Box withDog and Frozen Hotcake withDog are e-commerce only.

Mini Moonlight withDog and Ice Box withDog (Japanese Pear) were supervised by Karen Takayanagi, a veterinarian at Seijo Kobayashi Hospital.

What makes these products remarkable is their positioning. They're not "dog treats", they're snacks designed for humans and dogs to share. Media members who tasted them at the launch event noted that the products were nearly indistinguishable from Morinaga's regular human snacks in taste and quality.

Science Behind "Eating Together"

Before developing a single product, Morinaga tackled a fundamental question: "Is eating the same snack together actually a positive experience for dogs?"

To find out, the company ran a joint study with Professor Koji Masuda at Tokyo University of Agriculture on the psychological effect of sharing an experience. Both owners and dogs showed positive responses. The evaluation methodology used in the study is patent-pending.

For product development, Morinaga teamed up with Morinyu Sun World (a Morinaga Dairy pet food subsidiary) to verify ingredient safety and formulation. Anicom Insurance contributed its extensive database of canine health analytics to ensure the products met health-conscious standards.

The launch was issued under President and COO Shinya Mori, but it was Chairman and CEO Eijiro Ota who appeared on stage with his own dog, "Nono," declaring: "We want to create a world where human families and their pets can be surprised and smile together. This isn't just a new product launch, it's a proposal to evolve relationships into something happier."

Japan's Pet Market: A $12.7 Billion Industry and Growing

Morinaga's decision to enter the pet space is backed by hard numbers. According to the Yano Research Institute, Japan's total pet-related market reached ¥1.9108 trillion (about $12.7 billion) in fiscal 2024 on a retail-value basis, growing 2.6% year-over-year, with fiscal 2025 forecast at ¥1.9257 trillion. Live animals and services account for the largest slice at ¥854.2 billion (44.7%), followed by pet food at ¥718.3 billion (37.6%) and pet supplies at ¥338.3 billion (17.7%).

While pet ownership numbers in Japan are flat or slightly declining, spending per pet continues to rise sharply. This is driven by a cultural phenomenon known as kazokuka, the "family-ification" of pets. In Japan today, the combined population of dogs and cats exceeds the number of children under 15, a striking reflection of the country's low birthrate and the deep emotional bonds people form with their animal companions.

This shift has fueled growth across premium pet food, pet insurance, veterinary services, grooming, boarding, and even pet funerals.

The food segment is the most dynamic. Yano attributes recent growth in dog food to demand for premium lines and snacks, with cat food pulling the overall category. Products are now segmented by age, breed, and health condition, and additive-free or domestically sourced options command premium prices.

"Pet Humanization": A Global Trend Meets Japanese Precision

Morinaga's project taps into a worldwide movement called "pet humanization", the growing tendency to treat pets as family members deserving the same quality of food, healthcare, and lifestyle products as humans.

Morinaga cites the American spread of pet humanization directly in its own launch materials. In Japan the shift from feeding a pet to sharing food with a family member is well underway, and these products sit on top of that change rather than trying to start it.

Beyond Snacks: A Vision of Coexistence

Morinaga's pet ambitions extend well beyond the snack aisle.

As part of the "Hito to Pet Project," the SV League's first dog-friendly match day, "WITH DOG DAY," was held at SAGA Arena in Saga Prefecture on March 15, 2026. It was organized by a dedicated committee with Morinaga and SAGA Hisamitsu Springs as special partners. Viewing was from the arena's third-floor premium lounge, fully enclosed and limited to small dogs, with a separate entry route away from general spectators and a veterinarian stationed on site.

The company frames this as "a symbol of regional coexistence where humans and pets can live happily together, starting from Saga."

It's worth noting that Morinaga previously collaborated with Unicharm's "Gran Deli" brand to co-develop dog-exclusive versions of its snacks like "Ottotto" crackers and "Marie" biscuits. However, those were strictly dog-only products. The concept of humans and dogs eating the exact same product together is genuinely unprecedented in the company's history.

"I wish I could share my snack with my dog", a simple wish that a 126-year-old Japanese confectionery giant has taken seriously enough to build an entire project around. The way we live with pets varies enormously across cultures and countries. Does your country have products designed for humans and pets to enjoy together? What does "snack time" with your furry family member look like where you live? We'd love to hear your story.

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