• Home
  • Newsroom
  • News Releases
  • 2021
  • iMUSE Immune Function Product Range Extended to 22 to Lure The 70% Of Consumers Who Want To Use Them But Haven’t Yet

[Health Science domain]

iMUSE Immune Function Product Range Extended to 22 to Lure The 70% Of Consumers Who Want To Use Them But Haven’t Yet

  • CSV
  • Products and Services

September 9, 2021

Kirin Holdings Company, Limited
Kirin Beverage Company, Limited

● Surveys show 70% of consumers interested in immune products have yet to try them
● Plan to attract this 70% with popular brand-name drinks, yogurts, gummies, lozenges, jellies, etc.
● First time for third-party companies to launch Kirin’s Lactococcus lactis strain Plasma - containing products with “foods with functional claims labels”

TOKYO, Thursday September 9, 2021 – Kirin Holdings Company, Limited (Kirin Holdings) will launch a series of new food products containing its proprietary Lactococcus lactis strain Plasma (L. lactis strain Plasma) with functional claims for immune function; in collaboration with external partner companies in Japan, from September. L. lactis strain Plasma is the functional ingredient in the Kirin Group’s stable of iMUSE products. The number of functional food products containing the tasteless and odorless L. lactis strain Plasma will be expanded to a total of 22*1 products. The expansion of the product range will make immune system maintenance even more accessible to the ordinary Japanese consumer.
*1 Total of the number of products currently on the market and the number of products to be released as of September 9, 2021

Kirin Holdings will launch Kirin iMUSE Lactococcus lactis strain Plasma Supplement (4 bags for 7 days) on October 19. KOIWAI DAIRY PRODUCTS CO, LTD. (Koiwai Dairy) will launch Koiwai iMUSE Yogurt low fat as well as a series of renewed yogurt products on September 28. Kirin Beverage Company, Limited (Kirin Beverage) will launch a series of renewals of the brand's beverages on November 30. Kirin Beverage will also launch the new Kirin Gogo-no-Kocha Milk Tea Plus and Kirin Namacha Lifeplus Immune Assist on October 12.

In addition, Kirin Holdings will collaborate with three other partner companies to launch five L. lactis strain Plasma functional food products by the end of this year. These products will be the first L. lactis strain Plasma-containing products to be sold in collaboration with partner companies outside of the Kirin Group with “foods with functional claims” labels.

ORIHIRO Plantdew Co., Ltd. will release Prun to Konjac Jerry Pouch Lactococcus lactis strain Plasma (Kyoho Flavor) on September 6, Kanro Inc. will release Pure Gummy iMUSE Lactococcus lactis strain Plasma on October 4, and MORINAGA & CO., LTD. will release Immune System Care Chocolate ~L.lactis strain Plasma~, Immune System Care Cocoa ~L.lactis strain Plasma~, and in Cough Drops Apple Flavor on November 30.

  • New or renewed iMUSE products that carry the “Functional Food” label added to the existing lineup

Reaching Latent Demand for Immune Function Products – the 70%

In recent years, there has been a growing interest in immunity among Japanese consumers. On the other hand, a survey found that of these Japanese consumers that have interest in functional immunity products, about 70%*2 have not yet tried any. Therefore, to cater to them the product line will be expanded to 22; nine new and nine renewed L. lactis strain Plasma products that can be labelled as “foods with functional claims.” By diversifying and expanding the L. lactis strain Plasma-containing product lineup, more types of choices will be readily available to meet differing consumer preferences, lifestyles, and buying patterns - aiming to lead this 70% to try immune function products. As these products are readily made to drink or eat right out of convenient packaging direct from supermarkets, convenience stores, online, among others, it is even easier for these immune-conscious consumers to adopt them into their daily diet.
*2: According to an in-house survey conducted in May 2021 (n=10,000)

As part of Kirin Holdings’ health science business, Kirin Holdings has been contributing to the maintenance of good health by developing easy-to-consume products across the Kirin Group that use L. lactis strain Plasma. L. lactis strain Plasma was created based on the Kirin Group's 35 years of research. iMUSE, Japan's first*3 functional food for immune health, was launched in November 2020. Kirin Holdings has also been developing other products such as supplements and beverages that are familiar, easily accessible and support the maintenance of immune function via L. lactis strain Plasma in healthy people amidst the recent rise in consumers' awareness of physical well-being. Kirin Holdings has received high praise from iMUSE consumers, as sales of products containing L. lactis strain Plasma, have risen 60% year-on-year for the term of January to August 2021. In fact, the 2021 sales target for L. lactis strain Plasma products has been revised upward from 11 billion yen to 13.5 billion yen.
*3: Japan's first brand to be registered as a food with functional claims for immune function from Japan’s Consumer Affairs Agency.

Kirin Holdings believes that this expansion of the product lineup will reassure consumers when selecting products. With consumers becoming increasingly aware of the need to take care of their health these days, Kirin Holdings aims to contribute to maintaining people's health, in this case by developing products such as supplements and beverages and other foods that are easily accessible and support the maintenance of immune function in healthy people via L. lactis strain Plasma.

What is L. lactis strain Plasma ?

The L. lactis strain Plasma is a type strain of L. lactis, which is a natural lactic acid bacterium mainly used for the fermentation of cheese and yogurt. The L. lactis strain Plasma is a product of joint research by Kirin Holdings, Koiwai Dairy, and Kyowa Hakko Bio, and a number of relevant papers have been published and many presentations have been given at medical societies in cooperation with medical schools and research institutions.

  • Lactococcus lactis strain Plasma

A World-first! Lactic Acid Bacteria that Activate the Immune System

L. lactis strain Plasma activates plasma cytoid dendritic cell (pDC), which is the "commander-in-chief” of the immune system.
The instructions and commands of the activated pDC activate the entire immune cell and the defense system against external enemies. The discovery of the function of L. lactis strain Plasma on pDC by the Kirin Group was a world-first*4.
*4: Lactococcus lactis strain Plasma was the first lactic acid bacteria reported to work on pDC in humans (based on information published in PubMed and the homepage of the Central Medical Journal).

Backed by Evidence

The effect of consuming L. lactis strain Plasma has been confirmed in published research*5. pDC (plasmacytoid dendritic cell) is activated by the intake of L. lactis strain Plasma for more than two weeks. It is also reported that the activity of pDC (plasmacytoid dendritic cell) is maintained at a high level while consuming L. lactis strain Plasma, and decreases slowly when the intake is interrupted. It is important to consume L. lactis strain Plasma continuously.
*5: Two representative papers from the research review are presented as examples. These are not clinical studies using the products mentioned in this news release.

Container and Packaging Label Information (translation, for all products)

This product contains L. lactis strain Plasma. It has been shown to support maintenance of the immune system in healthy individuals by stimulating pDCs (plasmacytoid dendritic cell).

[Functional Ingredient]
L. lactis strain Plasma (100 billion/day)

Notes:
1 Diet is based on staple foods, main dishes, and side dishes to balance the diet.
2 These products have not been approved by the government.
3 These products are not intended to diagnose, treat or prevent disease.

Lactococcus lactis strain Plasma Functional Food Product Lineup (22)

Kirin Holdings’ Four iMUSE Brand Supplement Products (one new)

Product names Kirin iMUSE Professional Lactococcus lactis strain Plasma Supplement Kirin iMUSE Lactococcus lactis strain Plasma Supplement
15-day 7-day Package of four 7-day bags
Distribution Pharmacies, drugstores Drugstores, online, etc.
Release Date Early November 2020 November 11, 2020 November 24, 2020 October 19, 2021
Content
(1 bag)
30 tablets (2 tablets per day) 60 tablets (15-day supply, 4 tablets per day) 28 tablets (7-day supply, 4 tablets per day) Contains 112 tablets(7 days’ supply x 4 bags / 4 tablets per day)
Price
(MSRP excluding sales tax)
2,200 yen 1,833 yen 905 yen 3,300 yen
Distributor Kirin Holdings Company, Limited
Product Features A yogurt-flavored (milk-free) chewable tablet, easily taken without water on a daily basis, created on the advice of medical professionals and other experts. It contains “barrier vitamin C*.”
*This product contains 20% barrier vitamin C. Compared to regular vitamin C, barrier vitamin C (L-ascorbic acid 2-glucoside) is resistant to heat, light, and oxidation.
This is a milk-free supplement containing L. lactis strain Plasma and oligosaccharides, which can be taken daily with water for easy immune maintenance.
Registration Number F184 F186
Product Image

Koiwai Dairy’s Seven Yogurt Products (one new, five renewed)

Product names Koiwai iMUSE Yogurt low fat Koiwai iMUSE Namanyu Yogurt with less sweetness Koiwai iMUSE Drink Yogurt
Distribution Supermarkets, convenience stores, online, etc.
Release Date September 28, 2021 Product Renewal from September 28, 2021
Content
(1 bag)
100g 100g 400g 115g
Price
(MSRP excluding sales tax)
120 yen 120 yen 380 yen 120 yen
Distributor Koiwai Dairy Products CO.,LTD
Product Features A low-fat yogurt with no added flavors or preservatives, made with the best fresh milk flavor. This yogurt is made from 50% milk, with no added flavors or preservatives, and is less sweet. A drink yogurt made with 20% milk and no preservatives, with a focus on the delicious taste of fresh milk.
Registration Number G252 G250 F393
Product Image
Product names Koiwai Yogurt
iMUSE
Less sweet
~L. lactis strain Plasma~
Koiwai Nomu Yogurt
iMUSE
~L. lactis strain Plasma~
Koiwai Ca Kazoku
~L. lactis strain Plasma~ plus
Distribution Home delivery
Release Date Product Renewal from September 28, 2021 (Tuesday) April 1, 2021
Content
(1 bag)
100g 115g 150ml
Price
(MSRP excluding sales tax)
Varies
Distributor Koiwai Dairy Products CO.,LTD
Product Features This yogurt is made from 50% milk, with no added flavors or preservatives, and is less sweet. Drinkable yogurt made with 20% milk and no preservatives, with a focus on the delicious taste of milk. This low-fat milk beverage contains 454 mg of calcium and plasma lactic acid bacteria, which helps maintain the immune system of healthy people.
Registration Number G251 F433 F607
Product Image

Kirin Beverage’s Five Beverage Products (two new, three renewals)

Product names Kirin Gogo-no-Kocha Milk Tea Plus Kirin Namacha Lifeplus Immune Assist Kirin iMUSE Water Kirin iMUSE Lemon Kirin iMUSE Yogurt Taste
Distribution Supermarkets, convenience stores, online, etc.
Release Date October 12, 2021 November 30, 2021
Container/size 430ml PET bottle 525ml PET bottle 500ml PET bottle
Price
(MSRP excluding sales tax)
143 yen
Distributor Kirin Beverage Company, Limited
Flavor The rich aroma of tea leaves and the mellow richness of milk.
Contains 100 billion L. lactis strain Plasma.
A mellow green tea taste with the fresh sweetness and umami of fresh tea leaves that you can enjoy every day. Contains 100 billion L. lactis strain Plasma The taste is as odorless and tasteless as possible, and can be drank as easily as mineral water. Contains 100 billion L. lactis strain Plasma Refreshing lemon juice with a hint of sweetness.
Contains 100 billion L. lactis strain Plasma Low in calories.
The satisfying taste of the drink remains, yet it is not too sweet and has a refreshing yogurt flavor.
Contains 100 billion L. lactis strain Plasma Not too sweet.
Packaging The design is based on turquoise blue, expressing the deliciousness and elegance of Gogo-no-Kocha, while also adding a sense of functionality. Uses R100 bottles made of 100% recycled PET plastic. A design that reflects the high quality and natural taste typical of the Namacha brand, as well as the trustworthiness conveyed through the Food With Functional Claims label. The words "immune care" and the L. lactis strain Plasma mark were designed in a striking way to clearly communicate that the beverage is ideal for maintaining immunity.
Registration Number F1054 F920 F181 F182 F183
Product Image

FANCL CORPORATION, ORIHIRO Plantdew Co., Ltd., and Kanro Inc. Products

Product names Immunity Support Chewable Prun to Konjac Jerry Pouch Lactococcus lactis strain Plasma (Kyoho Flavor) Pure Gummy iMUSE Lactococcus lactis strain Plasma
Distribution Online, FANCL retail outlets, drugstores, etc. Online, drugstores, etc. Online, drugstores, etc.
Release Date December 17, 2020 September 6, 2021 October 4, 2021
Content
(1 bag)
1: 7-day portion (14 tablets)
2: 30-day portion (60 tablets)
20g x 6 pcs. 59g
Price
(MSRP excluding sales tax)
1: 732 yen
2: 2,871 yen
Varies 183 yen
Distributor FANCL CORPORATION ORIHIRO Plantdew Co., Ltd. Kanro Inc.
Product Features The carbonated chewable tablet containing FANCL's proprietary technology refreshes and moisturizes the inside of the mouth. Konjac jelly containing plasma lactic acid bacteria (food with functional claims) Kyoho Grape flavor with plenty of juice. First functional food label product containing L. lactis strain Plasma in the Pure Gummy brand range.
Registration Number F383 E1064 F961
Product Image

MORINAGA & CO., LTD.’s Three New Food Products

Product names in Cough Drops Apple Flavor Immune System Care Chocolate ~L. lactis strain Plasma~ Immune System Care Cocoa ~L. lactis strain Plasma~
Distribution Online, drugstores, etc.
Release Date November 30, 2021
Content
(1 bag)
61g 40g 85g
Price
(MSRP excluding sales tax)
330 yen 165 yen 380 yen
Distributor MORINAGA & CO., LTD.
Product Features Immune care throat lozenges containing L. lactis strain Plasma based on sugar-free candy fortified with plenty of dietary fiber (food with functional claims). Immune care chocolate containing L. lactis strain Plasma (food with functional claim). Bittersweet chocolate base with a mature taste. Immune care cocoa containing L. lactis strain Plasma (food with functional claim).
Registration Number G167 G215 G216
Product Image

About Kirin Holdings

Kirin Holdings Company, Limited is an international company that operates in the Food & Beverages domain (Food & Beverages businesses), Pharmaceuticals domain (Pharmaceuticals businesses), and Health Science domain (Health Science business), both in Japan and across the globe.

Kirin Holdings can trace its roots to Japan Brewery which was established in 1885. Japan Brewery became Kirin Brewery in 1907. Since then, the company expanded its business with fermentation and biotechnology as its core technologies, and entered the pharmaceutical business in the 1980s, all of which continue to be global growth centers. In 2007, Kirin Holdings was established as a pure holding company and is currently focusing on boosting its Health Science domain.

Under the Kirin Group Vision 2027 (KV 2027), a long-term management plan launched in 2019, the Kirin Group aims to become “A global leader in CSV*, creating value across our world of Food & Beverages to Pharmaceuticals.” Going forward, the Kirin Group will continue to leverage its strengths to create both social and economic value through its businesses, with the aim of achieving sustainable growth in corporate value.

* Creating Shared Value: combined added value for consumers as well as for society at large.

GALLERY

News Releases