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March 6, 2002

More Minerals, New Design
New ALFE Mini, a quasi-drug vitamin drink goes on Sale


ALFE Mini


Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) has launched a renewed and improved version of ALFE-Mini, a mini-sized quasi-drug vitamin drink for individuals who lack key minerals (iron, calcium, magnesium) and vitamins (B2, B6) in their daily diet. The new ALFE Mini has more minerals and is being sold in a new, redesigned package.

Taisho Pharmaceutical introduced the original vitamindrink ALFE in 1992, having noticed the growing number of women suffering from fatigue and nutritional imbalance. ALFE's refreshing apple taste covered the flavor of iron and vitamins and left no sweet aftertaste. In 1997, Taisho developed a new women's vitamin drink market with the introduction of ALFE-Mini, whose suggested retail price of ¥190/bottle encouraged daily consumption.

The new ALFE Mini answers growing demand from women for tonic drinks containing larger amounts of vitamins and minerals. In the new version, the flavor of iron and vitamins is even more reduced, the price remains the same, the mineral content has increased, and the package features a new design.

Many women complain of fatigue, whose sources include not only workplace stress or the burdens of being a housewife but also mineral deficiencies caused by menstruation or unbalanced diet. A 1999 study of the state of nutrition among Japanese citizens revealed that Japanese women in their 20s were consuming only 80% of recommended daily amounts of calcium and 84% of recommended daily amounts of iron. Since those minerals are essential for bodily functioning, their lack of leads to feelings of malaise and tiredness. ALFE Mini's new formulation is designed to provide the extra minerals that women need.


Product Features
More Minerals
Calcium 200mg  →  340mg
Magnesium 100mg  →  150mg
Vitamin B2 2.5mg  →  3mg
Fewer Calories
Calories 32kcal  →  27kcal
New Bottle Design
For greater environment friendliness, the bottle color is changed from green to brown.Ingredients are now displayed more prominently in an easier to understand format.

Product Overview
Product Name ALFE Mini
Suggested retail price ¥190/bottle
Applications Fatigue, recuperation from illness, loss of appetite, nutritional imbalance, hot flashes, pregnancy or lactation.
Dosage Adults (aged 15 or over) one 50ml bottle per day
Ingredients per 50ml bottle
Ferroamonium citrate 18mg
Calcium gluconic acid 340mg
Magnesium L-aspartate 150mg
Taurine 500mg
Vitamin B2 phosphate 3mg
Vitamin B6 5mg
Anhydrous caffeine 50mg
Benzoate, paraben, and fragrances as additives
Expected sales in first year ¥1,600 million
Date of release March 4, 2002