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October 4, 2004

A Nutritional Supplement for Growing Children
New Release of "Lipovitan Kids," a New Category Quasi-drug Small-drink


Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) will release "Lipovitan Kids," a new category quasi-drug small-drink, on October 12. It will be available from pharmacies, drug stores, convenience stores and supermarkets nationwide. It is an effective nutritional supplement for growing children or children who are unwell or recovering from sickness.

After the release of "Lipovitan D" in 1962, we responded to requests from consumers by researching and developing an energy drink for children. We released a pharmaceutical small-drink "Lipovitan for Children" in 1980. As such, as the pioneer of energy drinks for children, we have created a new field in the energy drink market.
Lipovitan Kids, our new product, is a new category quasi-drug small-drink that was developed in response to the secondary deregulation of pharmaceutical product sales, enacted on July 30, 2004.
This drink contains calcium, which is essential for growing children, taurine, royal jelly, ginseng and vitamins, and is suitable for children aged 5 to 14 years. It has a mixed fruit flavor that is easy for children to drink. It is a suitable nutritional supplement for children who have been weakened by the fever of colds, and for children with low appetites.

Demand for a children's energy drink increases in early autumn as summer fatigue sets in, and during exhausting periods, as in winter, which is the season for colds and school examinations. We are releasing Lipovitan Kids now in order to meet demand in these seasons.

Product features
- ontains calcium, an essential nutrient for growing children
- Contains eight active ingredients, including royal jelly and ginseng
- It is caffeine free, and therefore can be taken before going to bed

Product specification
Product name Lipovitan Kids
Suggested retail price ¥210 per bottle (¥200 product + ¥10 tax)
Ingredients One bottle (50 mL) contains:
Taurine  750 mg
Calcium lactate 200 mg
Royal jelly 100 mg
Ginseng extract-P 57.5 mg
(equivalent to 400 mg of ginseng)
Vitamin B1 nitrate 3 mg
Vitamin B2 2 mg
 (riboflavin sodium phosphate)
Vitamin B6 3 mg
Nicotinamide 10 mg
Indications Provides nutrients for children during the growing period, when diet is not balanced, when suffering sickness, febrile or debilitating illnesses, loss of appetite, or nutritional disorders, or following sickness.
People with frail constitution.Nourishes and strengthens the body.
Dosage Take one drink (50 mL) once daily (for 5 to 14 years only).
Date of sale October 12, 2004
Expected sales ¥1 billion(one year from date of sale)