[Health Science domain]

Sales of "KIRIN iMUSE YOGURT & LEMON FLAVORED DRINK", Which Began in Vietnam in September, Are Doing Very Well

70% of Annual Sales Target Exceeded in First Three Months of Sales!
A Beverage Using Lactococcus Lactis Strain Plasma to Boost Immune Functionality in Vietnam

  • Products and Services

December 16, 2019

Kirin Holdings Company, Limited

Interfood Shareholding CO. (President: Yutaka Ogami) announced that “KIRIN iMUSE YOGURT & LEMON FLAVORED DRINK”, a product developed specifically for the Vietnamese market and which went on sale on Thursday, September 5, has reached 70% of its annual sales target in its first three months on the market. Interfood Shareholding is a group company of Kirin Holdings Co., Ltd. (President and CEO: Yoshinori Isozaki) and sells KIRIN brand beverages in the Socialist Republic of Vietnam(hereinafter”Vietnam”).

In Vietnam, where the spread of infectious diseases has become a significant social issue, the expanded sales of “KIRIN iMUSE YOGURT & LEMON FLAVORED DRINK”, which it has notified the local authorities of its function claim on the product in accordance with the country’s self-declaration system (see note), 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. . There are also testing efforts underway to further demonstrate the maintained health of otherwise less healthy individuals against viral infections, which would in turn contribute to the achievement of sustainable development goals.

NOTE: “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.

Factors Contributing to Positive Sales

  • iMUSE

[1] A Healthy Image
People look forward to see and recognize the benefit in drinking a beverage that can maintain their health.

[2] Positive Trials
When sales began, there were large-scale displays and samplings at mass retailers which allowed customers to understand the value. Trials were also promoted.

[3] Taste is Highly Rated, with High Repeat Purchase Rates
The combination of yogurt and lemon flavors, already popular in many drinks in Vietnam, proved to be popular; those who tried this drink were likely to therefore buy it again.

[4] Unique Quantity and Container for Vietnam
To promote daily consumption, an easily finishable quantity of 280ml was used. Most bottled drinks in Vietnam use volumes ranging from 300 to 500ml. Many customers therefore remarked on the uniqueness and cuteness of this format.

[5] Reliability of Japanese Brands
By placing the Japanese term for plasmid lactobacilli on the package, in Japanese, customers realized this was a Japanese product with which they could associate their general trust of Japanese brands.

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 Market: Within Vietnam
  3. Launch Date: Thursday, September 5, 2019
  4. Volume and Container: 280ml plastic bottle

The KIRIN iMUSE Self-Declaration Labeling in Vietnam

Labeling content: Enhances the anti-viral immune system. Application number: 002/IFS/2019
This product has reported on its ability to enhance anti-viral immunity to Vietnam, with health information that indicates this a health food product.

The original source-language text of this announcement is the official, authoritative version.
Translations are provided as an accommodation only, and should be cross-referenced with the source-language text, which is the only version of the text intended to have legal effect.

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