JAPAN- Promotion of the country’s first liquid milk

Code Violations
Promotion to the public and in shops

Ezaki Glico Co.

Ezaki Glico Co., Ltd.
Head Office
4-6-5 Utajima,
Nishi-Yodogawa-ku, Osaka,
Japan 555-8502


Japanese food company, Ezaki Glico Co., Ltd, launched the country’s first liquid formula product in March 2019. Although liquid baby milk has long been available in developed markets elsewhere, they are banned in Japan by the Health Ministry.

The ban was lifted in August 2018 ( see https://www.japantimes.co.jp/news/2019/03/05/national/first-liquid-baby-formula-released-japan/#.XPOJlBYzbIW, accessed on 22 March, 2019) and the ICREO baby liquid milks are now available at specialty stores in Japan. Free tasting was provided at the time of the launch.


Mothers are told, “the speed of feeding is also close to breastfeeding”!!

On the Glico Japan website, the newly launched liquid baby milk, known as ICREO is promoted via idealising statements that focus on the “benefits” of the product. One of the “benefits” touted is that the liquid milk can be “transferred to feeding bottle and can be used immediately so that parents can feed their baby without waiting”

(Retrieved from https://www.glico.com/jp/enjoy/contents/ekitaimilk/ [accessed on 22 March, 2019])

Instant gratification – baby is not kept waiting! Bottle feeding is the faster option. Really?

The campaign on the website also promotes other formula products belonging to the company. Mothers are encouraged to earn points through product purchase and exchange them for a variety of gifts which include a teddy bear soft toy with the name, birthday and weight of their babies embroidered on it. Not forgetting of course, the ICREO brand name!

(Retrieved from https://www.icreo.jp/cp/kokoro/, accessed on 22 March, 2019)

Cute but violating the International Code.