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March 14, 2001


Taisho Announces Release of Alfe B-in:
A "Pick-me-up" Drink for Women with coix seed





Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) has announced the release of Alfe B-in, a medicinal mini-drink for women, which alleviates lethargy by replenishing iron and vitamins B2 and B6. Alfe B-in will be available from March 16, in 50ml bottles that sell for 190 yen.

The iron and vitamin supplements in Alfe B-in remedy the fatigue that plagues many women. With no added caffeine, Alfe B-in can be taken right before bed without disturbing sleep.

Since its introduction in 1992, the Alfe Series of vitamin drinks has been the choice of a wide segment of women-ranging from teens to women in their fifties. In 1999, exploiting new distribution channels such as convenience stores, an entire new niche of customers were introduced to Alfe Mini, a quasi-drugs vitamin drink.

In a Taisho market research survey, a great many women confessed to feeling tired when they saw themselves in the mirror. In reality, metabolic rates worsen as one tires, and the study showed that many women begin to exhibit such symptoms as dry skin.

Taisho now adds Alfe B-in to the Alfe series line-up in order to meet the needs of women today. It provides iron, helping oxygen circulation through the body, and B-group vitamins to improve cell metabolic rates, and offers users coix seed, a compound that, for centuries, has been said to beautifying skin. Taisho will further strengthen the Alfe series by revamping the packaging for Alfe Ex, a high-end drink released in September 2000. The eye-catching pink package will now list the active ingredients in a clearer format.

Product Features
(1) Contains iron to help oxygen circulation throughout the body, vitamins B2 and B6 to improve cell metabolic rates, and coix seed.
(2) With no added caffeine, Alfe B-in can be taken even at bedtime.
(3) Pleasant raspberry taste.
(4) Attractive eye-catching package displays active ingredients at a glance.


Product Overview
Product name Alfe B-in
Retail price 190 yen (excluding tax)
Active ingredients Citric iron ammonium: 18mg
Vitamin B2 phosphate: 15mg
Vitamin B6: 25mg
Coix seed fluid extract: 1mL (equivalent to 1000mg coix seed)
Nicotinic acid amide: 40mg
Taurine: 500mg
Application *For use as a nutritional supplement when tired or sick; for anorexia and other nutritional ailments; for fevers and exhaustion; and for women who are pregnant or nursing
*For use by those with weak constitutions
*For use as a "pick-me-up"
Dosage Adults (15 years or older), one bottle (50 mL) daily
Date of release March 16, 2001
Expected sales 1.5 billion yen in the first year (shipment basis)