April 11, 2001
40th Anniversary Product Release:
Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara), in celebration of the 40th anniversary of Lipovitan D, announced the release of Lipovitan D II, a medical vitamin drink that contains oriental bezoar, a nutritional medicine with revitalizing properties. Lipovitan D II will be available April 16; a 100ml bottle will sell for 160 yen.
Lipovitan D II is Taisho's first medical vitamin drink for this lower (160 yen) price bracket. Its ingredients are the same as those in Taisho's best-selling Lipovitan D, with the addition of oriental bezoar, a bovine concretion with amino and other acids.
With the pharmaceutical deregulation that took effect in 1999, the medical vitamin market expanded rapidly through convenience stores and other distribution channels. This has brought an increase in new consumers, especially youths in their 20s, whose needs are wider ranging. Taisho is responding to these needs with an enhanced line of products, including Lipovitan D II, that combines effectiveness and a brand image, in a mild-tasting medical vitamin drink that is also reasonably priced.
Taisho launched Lipovitan D, Japan's first revitalizer drink, in March 1962, and has continued to release products that meet a variety of needs. Drawing on 40 years of expertise, Taisho will continue leading the nutritional drink market with new product developments.
The release of Lipovitan D II is just one of the many activities that Taisho is planning this year to celebrate the 40th anniversary of Lipovitan D.