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Febrary 14,2002

"Cholescare" Goes on Sale
Taisho Pharmaceutical Enters Food For Specified Health Use (FOSHU) Market with Beverage Containing Cholesterol Absorption Reducing Ingredient


Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) announced that it will enter the Food For Specified Health Use (FOSHU) market with the March introduction of Cholescare, a beverage (200 yen/150g) containing the active ingredient depolymerized sodium alginate, which lowers serum cholesterol.

FOSHU products bear the mark of the world's first certification system for food products with scientifically demonstrated health applications and effects, a system created in 1991 by Japan's Ministry of Health and Welfare (now Ministry of Health, Labour and Welfare) in response to growing consumer health consciousness.

In these the opening years of the twenty-first century, consumer health consciousness continues unabated, and with rising demand for better health for everyone, the FOSHU market is expanding. As a company whose management philosophy includes a commitment to contribute to the enrichment of people's lives by improving their health, Taisho Pharmaceutical has been expanding the scope of its business beyond therapeutic pharmaceuticals to include health-maintenance, life-enhancing pharmaceuticals, life-style drugs and quasi-drug products as well. Now, the company has entered the FOSHU market with Cholescare, an FSHU product with cholesterol-fighting benefits that meet current consumer needs.

The active ingredient in Cholescare is depolymerized sodium alginate, a substance which lowers serum cholesterol by inhibiting cholesterol absorption by the small intestine. In recent years, as the Japanese diet has incorporated more westernization, the number of Japanese with high serum cholesterol rates has nearly doubled. But clinical tests have shown that definite improvements occur after two weeks of drinking one can of Cholescare per day. Thus, the product is recommended both for those with high serum cholesterol levels and those who consume large amounts of meat or fried foods.

Product Features
1. Contains depolymerized sodium alginate, a natural food fiber from seaweed that inhibits cholesterol absorption
2. Lemon-flavored and easy to drink
3. Low in calories, only 27cal per can

Product Overview
Product name Cholescare
Retail price 200 yen per 150 g can
Permitted health claims Contains depolymerized sodium alginate, a natural food fiber from seaweed that inhibits cholesterol absorption. Recommended for those who consume large amounts of meat or fried foods and those with high serum cholesterol levels.
Dosage One 150g can per day
(per 150 g)  
Calories 27kcal
Protein 0g
Fat 0g
Sugar 6 g
Fiber 3 g
Sodium 460mg
Active Ingredient:Depolymerized sodium alginate 4 g

Date of release March 1, 2002
Expected sales 1.5 billion yen (shipment basis)