Kirin Beverage Launches New Functional Drink “iMUSE Green” with Immune Support and Daily Vitamin

Kirin Beverage Co., Ltd. (President: Kazuhiro Inoue) is launching a new functional beverage, “Kirin iMUSE Green,” on November 5th, featuring Kirin’s unique “Plasma Lactobacillus” to support immune function in healthy individuals. The drink is designed for easy daily intake of vitamins (B1, B6, and C) and immune care, aiming to promote health-conscious habits among consumers.

Product Highlights: Immune Support and Daily Vitamin Intake in One Drink

*iMUSE Green* contains 100 billion units of Kirin’s “Plasma Lactobacillus” along with daily amounts of essential vitamins B1, B6, and C. It has a refreshing grapefruit-mix flavor (grapefruit, apple, lemon) with a light sweetness and contains less than 10% fruit juice, making it a health-conscious yet easy-to-drink option.

Eriko Ato, Brand Manager at Kirin Beverage, explained, “Many consumers choose vitamin drinks when they feel slightly unwell. We designed iMUSE Green to provide clear health value with immune care while also including daily vitamins as an easily understood nutritional benefit.”

Growing Demand for Immune Care and Juice Beverages

From January to September 2024, the market for functional foods grew by 105% year-on-year, with “immune care” products showing particularly strong growth at 124%. There’s a rising demand for simple, accessible ways to manage health, especially through beverages like lactic acid drinks and fruit-based drinks, often selected to support wellness. In response to this trend, Kirin has combined its “Plasma Lactobacillus” with “one day’s worth of vitamins (B1, B6, C)” to offer an effective immune-supporting drink in the new iMUSE Green.

 Thoughtful Design to Communicate Health Benefits to Consumers

The product’s green packaging is designed to give an immediate impression of health, with fruit icons that visually convey the drink’s fresh and tasty flavor profile. This eye-catching green color and intuitive design make iMUSE Green easy to spot on store shelves.

Ato explains, “Green is often associated with well-being, making it an ideal choice to communicate both a sense of health and a refreshing taste. We aimed to create a drink that feels good to consume as a daily refreshment.”

Through iMUSE Green, Kirin Beverage is dedicated to helping consumers form new immune-care habits that support everyday wellness.

Source: Kirin Beverage Press release  October 24th 2024