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UPBEET！ Tokyo

UPBEET！ Tokyo

アップビート・トーキョー
Vendor
株式会社IKIGAI Ritual
Even though it's sweets, I don't feel guilty! Plant-based (vegan) & gluten-free sweets born from 100% plant-based ingredients that care for the earth and are good for the body.
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T3010901029852

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About the brand

Even though it's sweets, I don't feel guilty! Plant-based (vegan) & gluten-free sweets born from 100% plant-based ingredients that care for the earth and are good for the body.
1
Under four promises, we deliver sweets that will make your body and mind healthy and "excited = Up beat".
2
❶Plant-based ❷Gluten-free ❸No white sugar ❹Fermented foods from Japan

More about the Brand Owner

神宮司　希望

Nozomi JINGUJI

Born in Kagoshima Prefecture. After graduating from university, he joined an airline. Fascinated by the diversity of food cultures while interacting with various foods from all over the world, he opened "eggcellent", an organic egg restaurant specializing in organic egg dishes, in 2013. In 2018, we launched the plant-based (vegan) sweets "UPBEET! Tokyo" in the first half of the 2010 Games. In 2024, the sister brand "BENI BITES" will be released. She is currently a mother of two children. We are also taking on the challenge of educating children and working to lead to a sustainable society through food. Nominated for the JAPAN Vegan Awards 2020, 2021, 2022, 2023, and 2025. Japan Food Selection 2024 Grand Prix winner. The first generation of JETRO "J-Star X Food Frontiers USA" × Ministry of Economy, Trade and Industry. Member of the Ministry of Agriculture, Forestry and Fisheries Food Tech Public-Private Council "Food Startup Future Conference", etc.
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Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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UPBEET! The founder of Tokyo, Nozomi Jingu, joined an airline after graduating from university. Fascinated by the diversity of food cultures while interacting with various foods from all over the world, he opened "eggcellent", an organic egg restaurant specializing in organic egg dishes, in 2013. Since the first store was located in Roppongi, customers from overseas often visited the store, but unfortunately many people could not eat eggs due to allergies and differences in food culture. Even though we were developing the menu with the hope that everyone would enjoy the breakfast culture centered on eggs, we were faced with the current situation that "there are customers who can't eat so much!"
After thinking about whether there is an option that everyone can eat with peace of mind and enjoy food, we arrived at plant-based (vegan) and gluten-free food options. Therefore, in order to study plant-based (vegan) and gluten-free in earnest, after training in the UK, the birthplace of veganism, various parts of Europe, and the United States, I became a member of the "UPBEET! Tokyo".
　
　

What are we doing?

With the mission of "delivering sweets that make life "exciting" every day, "UPBEET! Tokyo".
　
　
UPBEET! Tokyo's "UPBEET!" is derived from the "BEETS" superfood "Up beat" × "BEETS". The logo is decorated with "BEETS", and the vivid pink color of the beets is the brand color.
UPBEET! Through Tokyo, we hope that everyone will be healthy both physically and mentally, and that they will be transfused (charged) with the vitality that "excitement = Up beat" every day.
　
　

Commitment to the product

We deliver sweets under four promises.
　
❶ Plant-based
❷ Gluten Free
❸ No white sugar
❹ Using fermented foods from Japan
　
All products are vegan (Japan Vegan Association) and some are halal (Japan Halal Foundation) certification.
　
other
●Flavors and colorants: Not used.
●Organic: Use organic products as much as possible (about 70% of the total).
●Additives: Although we do not use it by default, we use bamboo charcoal powder that uses even the black rice in donuts, and aluminum-free baking powder for all types of baked goods.
●Non-GMOs: All products are applicable. However, only soybeans used in cheesecakes may be mixed with genetically modified soybeans with less than 0.1% established.
　
　

Who are supporting us?

We have received support from women in their 20s~50s and inbound customers.
　
● Plant-based &gluten-free, no white sugar, so it's sweet but you want to enjoy it without feeling guilty
● Contains fermented foods from Japan, so you want to boost your intestines.
● It does not use white sugar and is low in sugar, so those who are on a diet and want to supplement their nutrition before and after sports.
● Those who don't feel sleepy and feel full, so they want to recharge their energy at work
● Cute to look at, and happy to eat, so you want to treat yourself or send a gift to your loved ones.
● Those who adopt a plant-based (vegan or vegetarian), gluten-free, halal, and ethical diet

Brand review for UPBEET！ Tokyo

Reviews, word-of-mouth, and impressions from buyers who purchase this brand
Showing 2 of 2 results
Other food and beverage services
Posted on
3/24/26
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味や素材は、すばらしいと思います。 欲を言えば、パッケージ（主にホールのケーキ）をエコの観点においても、もう少し簡素にしてほしい。
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This review is based on orders for the following products
Replies from brands
この度は、白味噌チーズケーキ ホール プレーンをお買い上げいただき、ありがとうございます。 ホールケーキは冷凍便でお送りしておりますが、輸送中の振動等で割れが入ってしまうことが過去にございまして、現状の容器に入れさせていただいております。 今後エコのものでより強度が守られるものはないか探求して参ります。 ご意見いただき、ありがとうございます。
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Cafe・Tea House
Posted on
11/20/25
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白味噌チーズケーキが食べた人全員一致で美味しかった、リピートしたいとの声でした〜 ちょっと変わった、おしゃれなスイーツが嬉しいです。ありがとうございます♪
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This review is based on orders for the following products
Replies from brands
この度は、プラントベース＆グルテンフリーでチーズの入っていない白味噌チーズケーキのレビューありがとうございます！ 長野県・岡谷の地で100年続く木桶づくりの白味噌「信州山万味噌」さんのものをふんだんに使用しています。
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