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

● 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.

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.

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
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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
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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
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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
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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
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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