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December 10, 2002

Quasi-Drug Product Release
"Lipovitan 11 Royal" Mini Vitamin Drink




Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) announced the launch of "Lipovitan 11 Royal", a quasi-drug mini vitamin drink positioned as an upgrade product in the Lipovitan Series of products for distribution through food-based sales channels such as convenience stores and supermarkets. The product has been on sale since early December, and sells at ¥350 for a 50 mL bottle.

Besides offering the highest dosage of taurine (1500 mg) permitted in a quasi-drug product, "Lipovitan 11 Royal" contains a total of 11 active ingredients including royal jelly, carnitine chloride, and shigoka and lycium, herbal medicines with a powerful revitalizing action. The herb-based flavor enhances the impression of effectiveness, and the package design conveys high quality. "Lipovitan 11 Royal" is the ideal quasi-drug mini vitamin drink for tired, hard-working people.

Since the regulations on the sale of pharmaceutical products were relaxed in March 1999, Taisho has been working to attract new vitamin drink users via food-based sales channels and to expand the vitamin drink market. 
December and January are busy months during which one can easily become tired. In particular, the demand for mini vitamin drinks is higher in December than any other month of the year. The release of "Lipovitan 11 Royal" ahead of this demand peak is designed to offer existing users a wider choice and also aims to attract new users.

The launch of "Lipovitan 11 Royal" brings Taisho's lineup of Lipovitan Series mini vitamin drinks sold via food-based channels to five items.


Product features

- Highest dosage of taurine (1500 mg) allowed under quasi-drug standards
- A total of 11 active ingredients including three herbal medicines
- Herbal flavor enhances impression of effectiveness
- Package design conveys high quality

Product specification

Product name Lipovitan 11 Royal
Suggested retail price ¥350 (not including tax)
Ingredients (in 50 mL)
Taurine 1500 mg
Royal jelly 300 mg
Shigoka fluid extract 0.2 mL
(equivalent to 200 mg shigoka)
Lycium fluid extract-A  0.2 mL
(equivalent to 200 mg lycium)
Carnitine chloride 50 mg
Inositol 100 mg
Nicotinic acid amide 30 mg
Vitamin B1 nitrate 10 mg
Vitamin B2 phosphate 5 mg
Vitamin B6 5 mg
Caffeine anhydrite 50 mg
Also contains benzoic acid and scents.
Indications For use as a nutritional supplement in cases of physical tiredness, during illness or convalescence, for lack of appetite, for nutritional ailments, for fevers and exhaustion, during pregnancy and breastfeeding

For use as a revitalizer
Dosage Adults (15 years and older), one bottle (50 mL) daily
Expected sales ¥1.5 billion (in 12 months from launch)