January 17, 2000
New Product Release - Lipovitan D Light Quasi-Drug Drink
Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara), today announced the release of Lipovitan D Light, vitamin drink (146 yen for a 100ml bottle) that will be available in convenience stores and drugstores nationwide starting February 1.
The pharmaceutical deregulation, that took effect on March 31, 1999, expanded distribution channels for Taisho's Lipovitan D. In September, we released Alfe-mini 50-ml mini-drink through convenience stores. This product targets women in their teens and 20s.
In a pilot release of Lipovitan D Light last August, we found that this target segment was particularly conscious of both the calorie content and flavor of nutritional drinks. Lipovitan D Light will now be available in convenience stores and drug stores nationwide, and, with this product, we hope to develop a new-user market among young women and youths.
Lipovitan D Light provides all the nutrients and contents of Lipovitan D with 20% fewer calories and cleaner taste that is less sweet.
Our market research indicates that 64% of the people who do not currently use nutritional drinks consider them too sweet, and that 20% of those who do currently use these drinks are concerned about their calorie content. We also found that women in their 10s and 40s are especially calorie-conscious.
Our wide variety of products serves to meet the various needs of our customers, and, with Lipovitan D Light, we hope to attract people who have not used such nutrient drinks before.