January 13, 2000
New Product Release: Lipovitan Jr. Vitamin Drink for Growing Children
Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara), today announced that Lipovitan Jr., the first nutritional supplement drink for growing children available in stores starting January 15. A single one-dose bottle (50ml, 200 yen) provides many of the vitamins, taurine and minerals that are essential to a child's development. Lipovitan Jr. is intended as a nutritional supplement for children between the ages of 8 and 14 - ages when children's days are filled with school studies and exercise. In addition to key nutritional ingredients - the herbal medicines gomishi and shigoka - the contents of a single small bottle of Lipovitan Jr. provides the calcium and magnesium necessary for healthy growth, as well as effective doses of taurine and B vitamins. With the deregulation governing the sale of pharmaceuticals in April 1999, several of Taisho's products were reclassified as quasi-drugs. Although drugstores are facing increasingly stringent competition as a result of broader distribution channels, we aim to support our retail distributors by developing new products for their shelves. Our first such product was Lipovitan GX, released in July 1999. This was followed by the September release of both Zena Shine and Alfe EX. Each of these products received a favorable customer response. Lipovitan Jr. is the fourth in this product line. Even in the current lackluster economy, we have successfully expanded our consumer base by adapting to the deregulation in the market for vitamin drinks. Taisho remains committed to meeting our customers' healthcare and lifestyle needs with effective products.