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April 12, 2004

Launch of "ALFE Light" and "ALFE BB" Quasi-Drug Nutrient Drinks
Web Page Renewal and Celebrity Campaign Accompany Release


 



Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara), announced the launch of two new additions to the ALFE series of nutrient drinks, "ALFE Light", with a lower calorie content, and "ALFE BB", containing vitamins B2 and B6. The new drinks will go on sale April 20.

ALFE Light is the first drink in the ALFE series packaged in 100mL bottles. Containing royal jelly, B-complex vitamins and taurine, it is ideally suited as a nutritional supplement to counter everyday fatigue. ALFE Light has a pleasant taste of cassis and apple that is not overly sweet, and contains only 29kcal per 100mL bottle.

ALFE BB is a small-drink containing vitamins B2 and B6, along with iron, which carries oxygen to cells and lessens fatigue, and coix seed, which contains essential amino acids. ALFE BB has a refreshing acidic taste of peach and berry, and since it contains no caffeine, can be taken before bedtime.

Beginning this month Taisho will also launch a new advertising campaign for ALFE, designed to strengthen the power of the brand and increase the number of users. Manami Konishi, an actress currently popular on television and in movies, will appear in campaigns promoting the product. The ALFE web page will also be renewed in conjunction with this campaign.

The ALFE brand was launched in 1992, designed specifically to meet the needs of women. The four small-drinks that formed the brand lineup were "ALFE Mini", "ALFE EX", "ALFE B-in", and "ALFE". In 2003 Taisho launched "ALFE White", a vitamin C treatment in tablet form to counter freckles and blemishes, which has proven extremely popular. The launch of ALFE Light and ALFE BB further expands the ALFE brand, offering products to alleviate many of the health concerns of women.

The ALFE web page "ALFE Style" (Japanese only) can be found at 
http://www.taisho.co.jp/alfe/.


Product specification for "ALFE Light"

Product name ALFE Light
Suggested retail price ¥157 (per drink; including tax)
Ingredients (per 100mL)
Royal jelly 100mg
Vitamin B1 nitrate 5mg
Vitamin B2 phosphate 15mg
Vitamin B6 10mg
Nicotinamide 20mg
Taurine 1000mg
Anhydrous caffeine 50mg
Indications For use as a nutritional supplement: when tired or sick; for anorexia and other nutritional ailments; for fevers and exhaustion; and for women who are pregnant or nursing.
Dosage Adults (aged 15 or over) one bottle (100mL) per day.
Date of sale April 20, 2004
Expected sales ¥400 million(one year from date of sale)


Product specification for "ALFE BB"

Product name ALFE BB
Suggested retail price ¥199 (per drink; including tax)
Ingredients (per 50mL)
Ferric ammonium citrate 18mg
Vitamin B2 phosphate 15mg
Vitamin B6 10mg
Coix seed fluid extract 1mL

(equivalent to 1000mg coix seed)

Nicotinamide 40mg
Taurine 500mg
Indications For use as a nutritional supplement: when tired or sick; for anorexia and other nutritional ailments; for fevers and exhaustion; and for women who are pregnant or nursing.
Dosage Adults (aged 15 or over) one bottle (50mL) per day.
Date of sale April 20, 2004
Expected sales ¥300 million(one year from date of sale)