The iMUSE yoghurt & lemon flavoured drink contains lactococcus lactis strain plasma which the firm claims to have immune functionality to fight infectious disease in the country.
The drink contains 100 billion lactococcus lactis plasma, which is a lactic acid bacteria and an ingredient used exclusively by the Kirin Group.
Drink for health
According to Interfood Shareholding Company (Kirin Holdings subsidiary), general manager of marketing, Takeshi Fukushima: “The Health and well-being trend is emerging in Vietnam. More people are taking up supplements.”
The firm said while Vietnamese were highly health-conscious and spending more money on nutritional healthcare products, it said the spread of infectious diseases like dengue fever and hepatitis in the country was becoming a problem.
Hence, the yoghurt & lemon flavoured drink could “propose new health value of drinking soft drinks to manage one’s health in an effort to help the country solve the social problem,” Kirin said.
Fukushima said the drink was able to enhance the anti-viral immune system and maintain overall health.
Its other benefits include reducing the risks of cold and flu symptoms, enhance health of skin from the inside, and reduce symptoms of fatigue in physical activity.
The Kirin Group is currently conducting research especially in the area of infectious diseases, to help those vulnerable, and contribute to achieving the United Nations’ Sustainable Development Goals (SDGs).
Fukushima told NutraIngredients-Asia, the first month of sales in Vietnam achieved 250% versus target.
It retails for 13,000VND (US$0.50) per 280ml at supermarkets, convenience stores, school cafeterias, and school stores in Vietnam.
Brand expansion
Kirin Group had only promoted the iMUSE brand containing lactococcus lactis strain plasma mainly in Japan.
The drink is the first product sold overseas under the iMUSE brand.
This move is part of Kirin’s business strategy to expand the iMUSE brand in South East Asia.
Vietnam was selected for its population of 94 million, and 7.1% annual real-term growth in gross domestic product (GDP).