Taisho Announces Launch of "Livita" Total Brand to Support Self-Medication - A dimension of healthcare only a pharmaceutical manufacturer can provide -

Lifestyle-related diseases, so much in the news of late, are thought to be connected with long-term habits in relation to diet, exercise, rest, smoking and alcohol consumption. The diversity of modern lifestyles makes it increasingly difficult to maintain a healthy rhythm and balance in life. Against this background, public awareness of self-medication is growing, and, over the past few years, the market for health-related food products has undergone rapid growth. As a pharmaceutical manufacturer, Taisho Pharmaceutical believes there is a need for a method of purchasing that makes it easier users to understand and select health-related food products.

"Livita" is a total brand covering all Taisho Pharmaceutical food products whose safety and effectiveness has been demonstrated by scientific means, established in support of growing public awareness of self-medication. Drawing on the R&D know-how that only a pharmaceutical manufacturer can command, Taisho plans to develop and market under this brand not only foods for specified health use (FOSHU) whose applications and effects have been demonstrated by scientific means, but also a range of other products to meet individual user needs.

As a first installment, Taisho Pharmaceutical launches "Glucocare", a FOSHU that slows the rise of blood sugar after meals. In future, "Cholescare", another FOSHU which lowers serum cholesterol, first introduced in March 2002, will also be marketed under the "Livita" brand.

-The 4 Concepts of the "Livita" Brand

(1) Looking after their own health
Everyone should look after their own health (self-medication). Diet and exercise are an important part of looking after one's health, and neglect of either can lead to lifestyle-related diseases. The "Livita" brand is intended to help users improve their dietary habits.

(2) Preventing disease and maintaining health in daily life
People often think, "I'd like to do something for my health", but find it difficult to keep up the chosen activity. The "Livita" brand will support users' efforts to maintain their health through the provision of tasty health food products that are easy to continue taking.

(3) Drawing on the R&D know-how that only a pharmaceutical manufacturer can command
Users are increasingly concerned with benefits and possible side-effects, so the "Livita" brand will provide products manufactured on the basis of sound scientific evidence.

(4) Responding to individual needs
Everyone has different concerns about their health. The "Livita" brand will supply a wide range of products and information to suit individual needs.