|March 6, 2002|
New ALFE Mini, a quasi-drug vitamin drink goes on Sale
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.