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February 23, 2004

Dual Product Release under "Livita" Brand of Health Foods 



Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) announces the February 27 launch of "Cholescare Neo", a Food for Specified Health Use (FOSHU) that inhibits cholesterol absorption, and "Gen-en Shukan", a special purpose food for people with high blood pressure that cuts salt content (sodium) by 50%. 

A recent health topic, lifestyle-related diseases are said to be caused by years of leading unhealthy lifestyles. With such a diversity of lifestyles these days, it is difficult to maintain balance and rhythm in our lives. Against this background, Taisho Pharmaceutical released "Cholescare" in 2002 as a FOSHU that inhibits cholesterol absorption and "Glucocare" in 2003 as a FOSHU that slows the rise of blood sugar after meals. Consumers have praised both products. Since consumers wanted an easy-to-understand, easy-to-find way of purchasing these products, Taisho Pharmaceutical created in 2003 the "Livita" (standing for Life Vitality Support) brand, a total brand encompassing all Taisho food products whose safety and effectiveness has been demonstrated by scientific means.

By releasing "Cholescare Neo" and "Gen-en Shukan" under the "Livita" brand, Taisho Pharmaceutical is targeting the products at a broad range of consumers concerned about lifestyle-related diseases. 

"Cholescare Neo"
Since Japanese people have adopted Western dietary habits, the number of Japanese people with high counts of serum cholesterol has doubled in recent years. "Cholescare Neo" is a FOSHU designed to reduce or eliminate the risk of lifestyle-related diseases for people with high cholesterol. The active ingredient, depolymerized sodium alginate, inhibits cholesterol absorption in the small intestine to improve serum cholesterol count. "Cholescare Neo" has no calories and comes in an easy-to-drink grapefruit flavor. 

"Gen-en Shukan"
Japanese people love miso-soup, pickled vegetables and other foods high in sodium. It is said that one in four Japanese have high blood pressure and that more than 50% of those aged 60 and over suffering from hypertension. Persistently high blood pressure is a cause of cerebral infarction and myocardial infarction. "Gen-en Shukan" is the first low-sodium salt indicated "for people with high blood pressure" on the front of the packaging. While retaining the flavor of salt, "Gen-en Shukan" is a special-purpose food (low-sodium salt for patients) with 50% less sodium than ordinary salt.

"Cholescare Neo"
Product features 

- Contains depolymerized sodium alginate, a dietary fiber from seaweed that inhibits cholesterol absorption
- Easy-to-drink grapefruit flavor
- Zero calories per can

Product specification

Product name Cholescare Neo (soft drink)
Suggested retail price 150g can ¥200
Permitted labeling "Cholescare Neo" is a zero-calorie, easy-to-drink beverage contains depolymerized sodium alginate, water-soluble dietary fiber from seaweed. Inhibiting the absorption of cholesterol while soothing the stomach, "Cholescare Neo" helps improve the eating habit of modern Japanese people who tend to lack sufficient dietary fiber. -Delicious to drink and easy on the stomach!!-
Recommended consumption Drink one 150g can per day for 4g of depolymerized sodium alginate.
Caution Diarrhea may occur when too much is consumed or due to predisposition and body health. 
Nutritional ingredients (per 150g)
Calories: 0kcal, Protein: 0g, Fat: 0g, Sugar: 6g, Fiber: 3.1g, Sodium: 490mg, Active ingredient: Depolymerized sodium alginate: 4g
Date of sale February 27, 2004
Expected sales ¥600 million(one year from date of sale)

"Gen-en Shukan"

Product features 

- Approved by Ministry of Health, Labour and Welfare as a special-purpose food (low-sodium salt for patients) 
- Retains salt flavor while cutting sodium by 50%
- First time "for people with high blood pressure" indicated on front of packaging for salt

Product specification

Product name Gen-en Shukan (table salt)
Suggested retail price 400g ¥380 80g ¥290
Permitted labeling "Gen-en Shukan" retains the flavor of salt while cutting sodium by 50%, suitable for patients that need to restrict their sodium intake, including people with high blood pressure and systemic edematous disease (kidney and heart diseases etc.). 
Usage Use as an ordinary salt in food and as a table salt.
Caution Consult your physician, pharmacist or nutritionist before using, especially people with kidney diseases. 
Over-consumption of the product will not cure patient illnesses. 
Nutritional ingredients (per 100g)
Calories: 1kcal, Protein: 0g, Fat: 0g, Carbohydrates: 0.6g, Sodium: 18.9g, Potassium: 26.2g, Chlorine: 52.9g, Sodium chloride: 48.0g
Date of sale February 27, 2004
Expected sales ¥300 million(one year from date of sale)