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  4. Unicharm Indonesia Launched Cat Treats “Deli-Joy” with 100% Real Fish Contains Natural Umami to Support Cat’s Eat Well


Unicharm Indonesia Launched Cat Treats “Deli-Joy” with 100% Real Fish 
Contains Natural Umami to Support Cat’s Eat Well

Unicharm Corporation (CEO & President: Mr. Takahisa Takahara) subsidiary in Indonesia, PT Uni-Charm Indonesia Tbk (hereinafter as Unicharm Indonesia) announced that they have launched cat treats with 100% real fish*1, “Deli-Joy” in January 2023 to provide tasty and safe treats for cats. 

*1 The main animal ingredients used are raw materials frozen after fishery.


Background of launching this product

Due to the spread of COVID-19, the number of people raising pets is increasing, partly because they spend more time at home. This is remarkable not only in Japan, but also in Asia as a whole.*2

This has led to an increase in the market size of “gourmet type” and “health functional food” products, as pet owners demand “taste” and “health” in the food they feed their cats. This trend is also seen in “treats”, where preference for “smells and tastes preferred by cats” and health functionality such as “natural ingredients” and “nutritional ingredients” are in demand.*2

In response, we have launched “Deli-Joy”, a cat treat made from 100% real fish*1 in Indonesia, utilizing the natural flavor blending technology we have cultivated in Japan.

“Deli-Joy” does not contain any preservatives or colorants, and is free of pork, making it safe for Muslim consumers.

*2 Original Survey by Unicharm

Launch Date

It is available from January 2023 at pet shops and EC sites in Indonesia

Comment by Unicharm Corporation Senior Executive Offices,
PT Uni-Charm Indonesia TBK President Director, Mr. Yuji Ishii

Our corporate vision is “NOLA & DOLA”.*3 Based on UCI’s business philosophy of "supporting the lives of pet owners and their partner animals (pets) and contributing to healthy and hygienic daily lives," we began marketing toiletry products such as excretion care sheets for dogs and system toilets for cats at the end of 2021. Thanks to the support of many Indonesian consumers, we are steadily growing our business scale.

Therefore, we have entered the cat food market. “Deli-Joy” is made from 100% carefully selected real fish ingredients carefully selected using Japanese technology, and can be fed to your cat with peace of mind.

We will continue to contribute to the creation of an environment in which owners and their dogs and cats in Indonesia can live healthy and happy lives.

*3 “NOLA & DOLA” is the acronym of “Necessity of Life with Activities & Dreams of Life with Activities”. “NOLA” stands for “Helping free people   from various burdens to enable them to enjoy good health, both in mind and body”, and “DOLA” stands for “Contributing to fulfilling the              dreams of each and every person”.

Contributing to the 17 SDGs through the launch of “Deli-Joy”

This product will contribute to the following goals of the 17 Sustainable Development Goals (SDGs) adopted by the United Nations in 2015.


12. Responsible Consumption and Production


We will continue to contribute to the achievement of the SDGs by solving environmental and social issues through our business activities, including the provision of products and services.

 <<For Inquiries>>

Unicharm Corporation, ESG Division, Public Relations Office

Email: brand-pr@unicharm.com

Unicharm Corporation Website https://www.unicharm.co.jp/

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