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October 31, 2000

LIPOVITAN Released in Australia




Taisho Pharmaceutical Co., Ltd., (President: Akira Uehara) has announced the establishment of Taisho (Australia) Pty. Ltd., a wholly owned subsidiary in Milson's Point near Sydney, and the November 1 release of Lipovitan nutritional supplement drinks in the Australian market (trademark: LIPOVITAN: 250ml can, carbonated drink).

Taisho launched Lipovitan D, its first Lipovitan drink, in 1962. Since 1963, the Company has actively promoted its Lipovitan business in Southeast Asia, including Thailand, Malaysia, Indonesia and the Philippines, and created a new "energy drink" market overseas. Today, this market has expanded not only in Southeast Asia, but also in the United States, the United Kingdom and other European countries.

Sydney is an important Australian commercial center, as well as a cultural springboard for the entire country. The Australian energy drink market was created in Sydney a few years ago, and since the 2000 Olympic games has been rapidly expanding nationwide. Taisho conducted its market research last year, established Taisho (Australia) in July this year and released Lipovitan in November.

Corporate Overview: Taisho (Australia) Pty. Ltd.
Established July 2000
Capital A$3,000,000
Equity ownership 100%
Head office Milson's Point, New South Wales
Corporate Delegate Tom Crimmins


Product Overview
Trademark LIPOVITAN
Contents 250ml can: (carbonated drink)
Price A$2.50 (A$1=approximately 60 yen)
Sales target 4 million cans in 2001