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January 21, 2004

Announcing the Launch of "ALFE"
A Vitamin, Mineral, Royal Jelly Compound Quasi-Drug Mini-Drink

Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) will launch "ALFE" on January 27, a balanced vitamin, iron, calcium and royal jelly compound quasi-drug mini-drink.

In a Taisho market survey, a great many women identified alleviating chronic fatigue and replenishing vitamins and iron as the principal requirements of tonics and nutrient drinks.

The royal jelly and vitamin B1 compound in "ALFE" provides relief from fatigue through nutritional support. "ALFE" also serves to supplement vitamin B2 and B6, iron, calcium and magnesium levels, which are often lacking due to the daily eating habits. With women very much in mind, "ALFE" is only 28 Kcal per bottle(50mL)and has none of the unpalatable tastes associated with iron and vitamins, coming in a pleasant green apple flavor.

The "ALFE" brand was established in 1992 and currently boasts a product line up that includes: iron and mineral fortified "ALFE Mini", medicated "ALFE EX" with herbal medicine, as well as caffeine-free "ALFE B-in" with coix seed. In 2003, Taisho introduced "ALFE White," a vitamin C treatment in tablet form that works effectively on freckles and blemishes. With the addition of "ALFE" we are now able to respond to a broader range of concerns experienced by women.

Product features

- A royal jelly compound incorporating a number of nutrients such as amino acids
- Contains iron to help oxygen circulation throughout the body and the vitamin B group to improve cell metabolic rates
- Pleasant green apple flavor
- Low-calorie supplement (28Kcal per bottle)

Product specification
Product name ALFE
Suggested retail price ¥190(plus tax)
Ingredients (per 50mL)
Ferric ammonium citrate 18mg
Royal jelly 100mg
Magnesium L-aspartate 150mg
Calcium lactate 240mg
Vitamin B1 nitrate 2.5mg
Vitamin B2 phosphate 3mg
Vitamin B6 5mg
Taurine 500mg
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 (50mL) per day.
Date of sale January 27, 2004
Expected sales ¥800 million(one year from date of sale)