March 14, 2001
Taisho Announces Release of Alfe B-in:
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.