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February 28, 2002

Lipovitan for Women Goes on Sale in China


Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) this February began sales in China of Libaojian Yirenzhuang (Lipovitan Alfe in Japanese), a tonic drink for women extending the Libaojian (Lipovitan) tonic line already on sale in China.

Libaojian Yirenzhuang is a 100ml tonic drink based on the Alfe Mini version of Lipovitan sold in Japan and was specially developed for overseas markets where daily diet is lacking in iron and vitamins B2 and B6. It has been certified as a health maintenance product* by the Chinese Ministry of Health. China is Taisho Pharmaceutical's second overseas market for this type of product, following the Philippines.

* Health maintenance products: Products with a clear health-maintenance effect. They have no specific therapeutic effect, but when consumed by designated individuals along with regular meals, improve the body's functioning.

China, with a population of more than 1.2 billion, is an enormous market in which continuing rapid economic growth is raising living standards. Along with these developments, women are entering the labor force in ever-increasing numbers. Given this environment, Taisho Pharmaceutical is stepping up sales promotion efforts throughout China, with a special focus on younger women.

As part of this program, Taisho Pharmaceutical established Taisho Guan Sheng Yuan, Co., Ltd. in Shanghai in August, 1997. In June, 2001, the company's name was changed to Taisho Co., Ltd. Shanghai and its capitalization increased from US$10 million to US$12 million. Capital participation from Taisho Pharmaceutical increased from 60 to 80 percent. Taisho representative offices were set up in Beijing in August, 2000, and in Guangzhou in October, 2001. Together with offices in Shanghai and- Hong Kong, they give Taisho Pharmaceutical solid coverage of all of China's major markets.

Taisho Pharmaceutical has expanded its tonics and nutrient drinks business to 18 countries around the world, primarily in Asia, meeting growing demand for improved health by developing and marketing Lipovitan tonic drinks tailored to local needs and customs. Making effective use of tonics and nutrient drinks expertise developed in Japan, the company plans to develop more new products tailored to local market needs in markets around the globe.

Product Overview
Name Libaojian Yirenzhuang (100ml)
Suggested retail price 5.5RMB (¥88)/bottle
Ingredients Taurine, Vitamin B2, Vitamin B6, Nicotinamide, Ferroamonium citrate
Applications Nutritional balance and prevention of anemia
Dosage 1 bottle per day
Date of release February 1, 2002
Expected sales in first year 1,000,000 bottles