[Health Science domain]

L. lactis strain Plasma Series Sales Increase 20% From January To March Of This Year

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May 18, 2023

Kirin Holdings Company, Limited

●Consumers continue to be aware of their own health care needs
●A wide range of products including foods, non-alcoholic beverages, and supplements (45, as of 2023) provide accessibility towards instilling an “immune care” habit among consumers
●The recognition rate of the function of L. lactis strain Plasma is the highest ever since the survey started.

TOKYO, Thursday May 18, 2023- Kirin Holdings Company, Limited (Kirin Holdings) has reported a year-on-year increase of approximately 20% in sales of its proprietary ingredient Lactococcus. lactis strain Plasma (L. lactis strain Plasma, a postbiotic) in Japan and overseas from January to March of this year.

Factors behind the strong performance

⑴Continued health care awareness

According to the Year-End and New Year's Holiday Behavior and Attitude Survey*1 conducted last November, 55.8% of respondents had high intentions to go outside, while 6.1% had low intentions. While those with high intention of going outside have clear places and events they want to visit, those with low intention are anxious about the number of people at their destinations. In a survey of Tokyo residents conducted in February of this year*2 , about 70% of respondents said they plan to wear a mask in the future, and of those who continue to wear a mask, about 70% cited crowded indoors, public transportation, and in hospitals as specific situations in which they wear a mask. This shows that awareness of one's own health care is continuing amidst the daily changes in the social environment.
*1 Kirin Research on New Year's Eve and New Year's Holiday Behavior and Attitude Survey (Japanese)
*2 Tokyo CDC research "3rd My Rules for Wearing Masks - Results from a Survey of Tokyo Citizens"
https://note.com/tokyo_icdc/n/n6cd13dd06c6b

⑵Growing interest in the function of L. lactis strain Plasma

A total of 45 products*3 are being sold that are labeled with the functionality of immune functions using L. lactis strain Plasma" in various categories such as beverages, green juice, candy, and jelly, not only Kirin Holdings’ own products but also through collaboration with partner companies. As a result of creating an environment where people can easily get hold of the products and communicating the importance of immune care through TV commercials, in-store POP, and various other lifestyle scenes, the recognition rate of the function of L. lactis strain Plasma increased by 3.2 points year-on-year as of January this year*4 , reaching a record high since the survey started.
*3 As of April 27, 2023 (Thursday)
*4 Kirin research Target: Men and women aged 20-69 nationwide, n=1,257, Survey method: Web, Survey period: January 26 (Thursday) to January 30 (Monday), 2023

Kirin Holdings’ Proprietary Ingredient L. lactis strain Plasma

L. lactis strain Plasma is a lactic acid bacteria (postbiotic) that supports the maintenance of immunity in healthy people. It has been reported in research papers that it is the first in the world*4 to work on pDC (plasmacytoid dendritic cells), a leader of the immune system. Kirin Holdings, KOIWAI DAIRY PRODUCTS CO., LTD., and KYOWA HAKKO BIO CO., LTD. have jointly conducted research on this product, and with the cooperation of universities and research institutions in Japan and overseas, 31 papers have been published and numerous presentations made at academic conferences.

  • L. lactis strain Plasma

Sales Trends by Category

Beverage

Total sales volume of beverages containing L. lactis strain Plasma increased by approximately 20% year-on-year in the period from January to March 2023.
Kirin Oishii Immune Care, launched on March 28, (Tuesday) of this year, compared to Kirin iMUSE Morning Immune Care, (on sale nationwide since March of last year) sales volume increased by approximately 30% in the first week after its launch*6 , driving the overall sales of beverages containing L. lactis strain Plasma. Kirin Oishii Immune Care was described as “a nice easy way to continue immune care and perfect for daily health management," indicating that consumers are choosing it as their daily health drink. The satisfying yet refreshing yogurt flavor has also been well received as an easy to continue daily habit. Kirin Holdings aims to promote the "immune care" habit by offering a combination of taste and function.
*6 Counting period: March 24, 2022 (Thursday)-April 4, 2022 (Monday)/March 23, 2023 (Thursday)-April 3, 2023 (Monday)

Yogurt

With changes in social conditions, health and immune care awareness has continued to rise, and consumers who habitually consume and purchase Koiwai iMUSE Yogurt have become firmly established. As a result, the cumulative monthly shipment volume of Koiwai iMUSE Yogurt from January to March 2023 grew significantly compared to that of 2020. Especially for the large volume type, the sales volume (per store) at existing stores increased due to consumers' habitual purchases. As a result, the cumulative monthly shipment volume from January to March 2023 increased by more than 20% from the previous year.
Koiwai iMUSE Yogurt Sugar Free 100g, launched on Tuesday, March 14, is a sugar-free yogurt that contains no sugar. The product was well received by consumers who were anxious to try it, and in terms of taste, the original deliciousness of the milk was highly appreciated by them. Shipment volume has been growing since its launch.

Supplement

Total sales of supplements containing L. lactis strain Plasma increased by approximately 40% year-on-year in the period from January to March 2023. Among them, Kirin iMUSE Immune Care Visceral Fat Down was chosen by consumers who felt the importance of taking measures against visceral fat and immune care during the year-end and New Year holidays, Sales of Kirin iMUSE Immune Care Visceral Fat Down are growing favorably, with cumulative sales for the period from January to March 2023 are approximately 1.9 times higher than planned.
Kirin iMUSE Immune Care and Muscle Strength Support, from the Double Care supplement series, which is selling well, will go on sale on Tuesday, May 23, The new product supports daily immune care and the maintenance and suppression of muscle strength decline for consumers concerned about the decline in immunity and muscle strength associated with aging, and aims to further increase consumer use.

Partner Company Products

Several new products are also being launched in 2023. IM Corporation announced that on Wednesday, February 1 Regain® Meneki Care Aojiru will be distributed through the company's e-commerce sales channel. Coca-Cola (Japan) Co., Ltd. (Representative Director and President Jorge Garduño) has released AQUARIUS Plasma Lactobacillus Immune care and I LOHAS Plasma Lactobacillus Immune care, GEORGIA Plasma Lactobacillus Immune care, and Minute Maid Plasma Lactobacillus Immune care in the Hokkaido, Hokuriku and Nagano areas from Monday, March 6*7. With these products, the number of functional food items containing L. lactis strain Plasma sold by eight partner companies has increased to 16 products*8. The development of a broad lineup of functional foods with immune function claims that are tasty and easy to consume has helped to establish an "immune care" habit and boost sales in the L. lactis strain Plasma business.
*7 In the Hokuriku and Nagano area, AQUARIUS Plasma Lactobacillus Immune care and Minute Maid Plasma Lactobacillus Immune care are sold in some vending machines in Toyama, Ishikawa, Fukui and Nagano prefectures.
*8 As of April 27, 2023 (Thursday)

Functional Foods

Kirin iMUSE Immune Care Visceral Fat Down
<Reported Indication>
This product contains Lactococcus lactis strain Plasma (L. lactis strain Plasma). L. lactis strain Plasma act on pDC (plasma cytoid dendritic cells) and have been reported to help maintain immune function in healthy people.
This product contains isoflavones (as tectrigenins) derived from kudzu flowers. Isoflavones (as tectrigenins) derived from kudzu flower have been reported to help reduce body weight, abdominal fat (visceral and subcutaneous fat), and waist circumference in obese people.

Kirin iMUSE Immune Care and Muscle Strength Support
<Reported indication>
This product contains Lactococcus lactis strain Plasma (L. lactis strain Plasma). L. lactis strain Plasma act on pDC (plasma cytoid dendritic cells) and have been reported to help maintain immune function in healthy people.
This product contains calcium bis-3-hydroxy-3-methylbutyrate monohydrate (HMB calcium), which acts on muscle maintenance and, in combination with exercise, has been reported to help maintain the muscle strength necessary for independent daily living. HMB calcium has been reported to help maintain muscle tone and, in combination with exercise, to help maintain and prevent the decline of muscle strength necessary for independent daily living.

Functional foods other than those listed above.
<Reported Indication>
This product contains Lactococcus lactis strain Plasma (L. lactis strain Plasma). L. lactis strain Plasma act on pDC (plasma cytoid dendritic cells) and have been reported to help maintain immune function in healthy people.

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.

L. lactis strain Plasma Series Functional Foods: New Product

1. Product name Kirin iMUSE Immune Care and Muscle Strength Support
2. Release Date Tuesday, May 23, 2023
3. Content by volume 15-day supply: 90 capsules
Approx. 6 capsules per day
Sold through Kirin Kyowa Hakko Bio e-commerce and general e-commerce channels.
4. Price (Suggested retail price without consumption tax) 3,685 yen
5. Distributor Kirin Holdings Company, Limited
6. Product Features Double care for immune system and muscle strength maintenance: 6 capsules contain 100 billion L. lactis strain Plasma and 1.5g of HMB calcium. Easy to take daily with water or other liquids.
7. Registration No. H925

Functional Foods

<Reported indication>
This product contains L. lactis strain Plasma. L. lactis strain Plasma act on pDC (plasma cytoid dendritic cells) and have been reported to help maintain immune function in healthy people.
This product contains calcium bis-3-hydroxy-3-methylbutyrate monohydrate (HMB calcium), which acts on muscle maintenance and, in combination with exercise, has been reported to help maintain the muscle strength necessary for independent daily living. HMB calcium has been reported to help maintain muscle tone and, in combination with exercise, to help maintain and prevent the decline of muscle strength necessary for independent daily living.

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.

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.

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