A Japanese dairy has come up a novel marketing ploy by sending its yoghurt bacteria into space and then using it a new product dubbed “Yoghurt that took a trip in Space.”

Working with the Japanese space agency earlier this year the Himawari Dairy paid to have some of its lactic acid bacteria, used in making yoghurt, included in a space shot which spent 10-days in space.

According to the Dairy, half of the bacteria died because of the harsh environment inside the rocket. The strong, surviving bacteria gives the space yogurt a more full-bodied flavour compared to yogurt made with standard earthbound bacteria, the company claimed.