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June 14, 2004

"Lipovitan D" Reaches a 20-Billion Milestone in Total Shipments


Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) announced shipments of "Lipovitan D," a nutrient drink first launched in March 1962, had reached a cumulative total of 20 billion units as of the end of the Company's previous fiscal year.

"Lipovitan D" was introduced to the Japanese market in 1962 as the first-ever nutrient drink offering fast and convenient nutritional support for fatigue after work, housework and sports. A pioneer in the field of nutrient drinks, Taisho successfully established a new market category. In the ensuing 42 years, Taisho has expanded annual shipments to approximately 800 million units. Grateful for the long-standing affection for our drinks, we will continue to support our broad customer base in overcoming the obstacles of daily life.

"Lipovitan D" Chronology:

1962 The nutrient drink "Lipovitan D" released at 150 yen per bottle.
1963 The "Lipovitan" series of drinks launched overseas.
1965 "Lipovitan D" featuring a metal bottle cap introduced.
 "Lipovitan D Super," an upgraded drink formula released for 200 yen per bottle.
1982 5 billion cumulative shipments achieved.
1990 10 billion cumulative shipments achieved.
1997 15 billion cumulative shipments achieved.
1999 Pharmaceutical deregulation allows "Lipovitan D" to move out of the
"pharmaceutical" category and onto the shelves of convenience stores and supermarkets for consumption as a "quasi-drug."
Vending machine sales of "Lipovitan D" launched.
2004 20 billion cumulative shipments achieved.

"Lipovitan D":

Product Beginnings

In the late 1950s the 20mL "ampoule" tonic dominated the mainstream market for nutritional supplements. The "ampoule" market, however, was limited to consumers of middle- and old-age. It was then that we began thinking of developing a bigger and better "ampoule" drink, with a variety of nutritional ingredients in an easier-to-take formula.

Product Name

The first half of the "Lipovitan" name "Lipo" comes from Lipoclasis and Lipolysis, and refers to the breakup of fat. At the time of its market release, "Lipo" was used for its efficacy in the breakup of fat buildup in the liver. The second half "vitan" is an abbreviation of "vitamin." "D" symbolizes the qualities of taste-delicious, and movement-dynamism.

Product Features

One 100mL bottle contains a well-formulated balance of 1000mg of taurine, inositol, and B-complex vitamins. The drink's main ingredient taurine is sulfur amino acid, a kind of nutrients, which naturally occurs in the body. The drink has exhibited superior effectiveness on the body's delicate structure, helping to relieve fatigue, revitalize and provide nutritional support.

Product Specification

Product name Lipovitan D
Suggested retail price ¥153 (per drink; including tax) 
Ingredients    (per 100mL)
Taurine 1000mg
Inositol 50mg
Nicotinamide 20mg
Vitamin B1 nitrate 5mg
Vitamin B2 phosphate 5mg
Vitamin B6 5mg
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 (100mL) per day.