[Health Science domain]

"KIRIN iMUSE YOGURT & LEMON FLAVORED DRINK" Using Lactococcus Lactis Strain Plasma Debuts in Vietnam in "iMUSE" Brand's 1st Overseas Foray

Soft Drink Having Immune Function Going on Sale in Vietnam

  • Products and Services

September 17, 2019

Kirin Holdings Company, Limited

  • iMUSE

Interfood Shareholding Co., a Kirin Holdings Co., Ltd. subsidiary selling Kirin-brand soft drinks in the Socialist Republic of Vietnam (hereinafter “Vietnam”), released “KIRIN iMUSE,” the group’s original soft drink for the Vietnamese market, on Thursday, September 5. “KIRIN iMUSE YOGURT & LEMON FLAVORED DRINK” is the first to be sold overseas among the “iMUSE”-brand products that contain Lactococcus lactis strain Plasma, an ingredient used exclusively by the Kirin Group.

The Kirin Group has established its long-term management vision, “Kirin Group Vision 2027 (hereinafter KV2027),” seeking to “become a global leader in CSV (*1) by creating value across our world of Food & Beverages to Pharmaceuticals.” In a bid to achieve KV2027, Kirin has inaugurated a new business segment “bridging Pharmaceuticals and Food & Beverages,” or an intermediate segment straddling its existing “food domain” (alcoholic beverages and soft drinks) and “medical domain” (pharmaceuticals), kicking off a broad range of initiatives. As part of these efforts, the Kirin Group has promoted the “iMUSE” brand containing Lactococcus lactis strain Plasma mainly in Japan through cooperation involving the entire Group, making various proposals.

The company is launching a business strategy for the “iMUSE” brand in Southeast Asia. As the first step in this direction, the company released a new product under this brand in Vietnam. With a population of 93.67 million (*2), Vietnam is enjoying 7.1% annual real-term growth in gross domestic product (GDP) (*2). While Vietnamese people are highly health-conscious as is shown by the fact that they are spending growing amounts of money on nutritional healthcare products, the spread of infectious diseases has become a social problem. Under the circumstances, Kirin released in Vietnam “KIRIN iMUSE YOGURT & LEMON FLAVORED DRINK,” for which it has notified the local authorities of its function claim on the product in accordance with the country’s self-declaration system (*3), and propose new health value of drinking soft drinks to manage one’s health in an effort to help the country solve the social problem. Moreover, Kirin is considering joining hands with organizations outside its Group in conducting research using Lactococcus lactis strain Plasma.

The Group is researching on how to help those vulnerable to infectious diseases maintain their health and contribute to achieving the United Nations’ Sustainable Development Goals (SDGs).


  1. CSV stands for “Creating Shared Value, or value that can be shared with customers and society.
  2. Source: Japan External Trade Organization (JETRO)
  3. “Self-declaration” refers to Vietnam’s system requiring business operators to notify the country’s health authorities of the contents of products on their own responsibility before producing and selling the products.

About notification of “KIRIN iMUSE YOGURT & LEMON FLAVORED DRINK” under the self-declaration system in Vietnam:

Notified function display: “Enhances the anti-viral immune system”
Self-Declaration No: 002/IFS/2019
The product is a supplemented food for which the company notified the authorities that it “enhances the anti-viral immune system” and for which health information is displayed.

Characteristics of “KIRIN iMUSE YOGURT & LEMON FLAVORED DRINK” and sales strategy

  • Contents: The product contains 100 billion Lactococcus lactis Plasma, with yogurt taste and lemon flavor added to make it leave a refreshing aftertaste. Vietnamese consumers are familiar particularly with yogurt taste.
  • Package: While retaining the image of the “iMUSE” brand the company is promoting in Japan, the package has been modified for the Vietnamese market to convey to local consumers the quality and characteristics of “iMUSE” products sold in Japan.
  • Sales channels: “KIRIN iMUSE YOGURT & LEMON FLAVORED DRINK” is sold mainly at supermarkets and convenience stores that are increasing in number in Vietnam as well as school cafeterias and school stores.

KIRIN brings joy to society by crafting food and healthcare products inspired by the blessings of nature and the insights of our customers.

  2. Sales area: Vietnam
  3. Date of release: Thursday, September 5, 2019
  4. Container: 280ml plastic bottle

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