2023.05.18
Kirin Oishii Immune Care launched to support a healthy and active life
Kirin Oishii Immune Care, in the 100 ml plastic bottle with an aqua and white-themed packaging design suggestive of the yogurt-flavored taste and health benefits
Japan’s first immune-related functional food ingredient*
* Refers to the first food ingredient registered in Japan as a Food with Functional Claims for immune function.
Kirin Oishii Immune Care, in the 100 ml plastic bottle with an aqua and white-themed packaging design suggestive of the yogurt-flavored taste and health benefits
Japan’s first immune-related functional food ingredient*
* Refers to the first food ingredient registered in Japan as a Food with Functional Claims for immune function.
Kirin Beverage, which has repositioned itself as the company responsible for the Kirin Group's health science strategy in beverages and is dedicated to product development, launched Kirin Oishii Immune Care on March 28. Kirin Oishii Immune Care is a functional food containing 100 billion L. lactis strain Plasma (postbiotic). It supports the maintenance of immune function in healthy people while offering a quality taste with a yogurt flavor. Being satisfyingly drinkable yet refreshing with just the right amount of sweetness and acidity, the beverage showcases Kirin’s proprietary strengths.
The development process was planned to solve all issues identified from previous yogurt-taste chilled beverage products that were first placed on the market in December 2021. Brand manager Susumu Yamanaka from the Marketing Division provided further details.
“One major challenge came from focusing too much on functionality for health benefits to keep up with industry trends,” he explained. “This resulted in an inability to present our products’ best aspects and remained buried in the market. In order to deliver the benefits of L. lactis strain Plasma to consumers, we noted the importance of taste as well as functionality. Taste should not be compromised for the purpose of health; rather consumers should adopt these products in their daily lives because they taste so good.”
The product comes in 100 ml single-serve bottles that can be kept in the refrigerator, allowing for a handy “immune care” habit involving the consumption of one bottle per day. The product is easy to consume during the morning rush or can be enjoyed as a nighttime refreshment. “Personally, I recommend drinking it as a small daily treat,” said Yamanaka.
Kirin Nama-cha Immune Care, in the recently launched 280 ml plastic bottle
Kirin Nama-cha Immune Care, in the recently launched 280 ml plastic bottle
Other products from the Immune Care series have undergone renewal. The packaging for Kirin Nama-cha Immune Care, initially launched in October 2021, has been redesigned in such a way as to make the “immune care” function more easily recognizable. The taste has also been improved as a result of persistent research efforts to achieve an appropriately fresh and clear green tea taste while containing L. lactis strain Plasma. In addition, Kirin iMUSE Immune Care Water (previously Kirin iMUSE Water) has been relaunched under the new name and in renewed packaging. The modification aims to raise awareness of the product’s high functionality.
L. lactis strain Plasma was discovered by the Kirin Group in 2010. This postbiotic was the first product in Japan registered as a Food with Functional Claims for immune function by Japan’s Consumer Affairs Agency for supporting the maintenance of immune function in healthy people. To receive an adequate benefit from the ingredient, regular consumption is important regardless of age.
Activities to raise awareness related to “immune care”
In a nationwide quantitative survey conducted by Kirin in June 2022 (n=10,000, men and women aged 20–69), nearly 90 percent of respondents reported having an interest in immune function, while only around 10 percent reported engaging in “immune care” activities. This suggests a potential growth opportunity in the immune support market.
As Yamanaka noted: “The keys to a healthy life, as is commonly known, are diet, exercise, and sleep, but in addition taking care of one’s ‘immune care’ a solid basis for good health can be achieved. For this purpose, we are carrying out promotion activities, including educational programs.”
To promote greater public recognition of the benefits of “immune care,” Kirin Beverage is organizing various activities from a long-term point of view.
“In the summer of 2022,” said Yamanaka, “we started running original educational programs related to ‘immune care’ at elementary schools throughout the country. By the end of 2022, we had reached a total of around 12,000 students. Post-class questionnaires indicate a high rate of satisfaction, with more than 80 percent of the respondents giving positive answers. I hope that these students share what they have learned from the program with at home, raising awareness among their families.”
“L. lactis strain Plasma is a proprietary ingredient with excellent properties,” Yamanaka continued. “We will enhance our product lineup so that they better fit many more consumers’ lifestyles. We are promoting the benefits of ‘immune care’ in the hope that it will become an essential personal health care management habit and will support the healthy and active lives of many people.”
INTERVIEWEE
SUSUMU YAMANAKA
Brand Manager, Marketing Division
Kirin Beverage Company, Limited
10-2, Nakano 4-chome, Nakano-ku, Tokyo Nakano Central Park South
Established in 1963. The company provides soft drink products and related services, aiming to “bring joy to society by crafting food and healthcare products inspired by the blessings of nature and the insights of our customers,” as stated in the Kirin Group’s Corporate Philosophy.