Kirin Holdings expands immune care in Japan with postbiotic-infused products and partnerships

20 Oct 2022 --- Kirin Holdings is expanding its functional food product lineup to increase immune care in Japan. In collaboration with external partner companies, Kirin Holdings will increase immune function claims and the number of products containing its exclusive postbiotic Lactococcus lactis strain Plasma (L. lactis strain Plasma). 

“By joining forces with partner companies in various industries, we can dramatically expand consumer touchpoints. By combining B2B and B2C businesses, we will penetrate the immune care market, which is the foundation of health management and contribute to a healthy society,” Tatsuya Takada, manager at Kirin Holdings Corporate Communications Department, tells NutritionInsight.

The number of functional food items utilizing L. lactis strain Plasma will rise to 38 products, comprised of 11 products from six outside partner companies and 27 from the Kirin Group.

Regarding how the expansion will affect the company’s target market (worldwide or in Japan) and its consumers, Takada adds: “The immune support market in Japan is expected to continue to grow at a high level of 5.4%, compared to a CAGR of 2.6% for the overall market in Japan from 2013 to 2021.”

External partnerships
Takada continues to explain the company’s strategic partnerships: “In Japan, we have been developing functional food products containing LC-Plasma with four partner companies – Kanro, Morinaga & Co, Orihiro Plantdew and Nihon Yakken – and from this month (October), we will also be selling LC-Plasma functional foods to two new companies – Taisho Pharmaceutical and Tokiwa Pharmaceutical.”

“Even if we have excellent technologies and materials, the scope of value we can deliver is limited if we only develop them in-house.”

Although 85% of Japanese consumers know that immunity is essential for good health, only 11% use immune care products.Additionally, Kirin Holdings worked with two brand-new pharmaceutical producers as outside partners. This month, Vicks Throat Drops Premium L. lactis strain Plasma, Immune Care, and Immune Function Support will be introduced by Taisho Pharmaceutical.

In December, Tokiwa Pharmaceutical of the Noevir Group will introduce the functional beverage Plasma Delicious green juice made from the L. lactis strain.

Targeting immune health and sleep quality
On Tuesday, the Kirin Group introduced Kirin iMuse Immune Care Good Sleep Plus, a dual-care supplement for immunity and quality sleep. Additionally, Kirin iMuse Immune Care Visceral Fat Down, a double-care supplement for immunity and visceral fat, will go on sale next month.

Meanwhile, from November 22, Kirin iMuse Lemon and Kirin iMuse Yogurt Taste will also be offered in a redesigned container.

“In 2020, the first product containing L. lactis strain Plasma (LC-Plasma) was registered in Japan as a food with a functional claim for immune functionality. Since then, Kirin Holdings has teamed up with companies that sell candy and throat lozenges – to name a few – in Japan to expand its lineup of functional food products containing LC-Plasma,” says Takada. 

“As a result, Japanese consumers can now easily and habitually adopt ‘immune care’ into their daily lives.”

“Kirin Holdings is also strengthening B2B sales of the LC-Plasma ingredient overseas, particularly in the US, Europe and Southeast Asia. We will expand this ‘immune care habit’ in Japan and the rest of the world.”

Future outlook
In addition to Japan, the company plans to accelerate expansion into Southeast Asia, the US and Europe, aiming to create a market worth 3.5 billion yen (approximately US$23 million) in ingredient sales and 50 billion yen (approximately US$334 million) or more in retail in Japan and overseas by 2027.

“If any company agrees to solve health issues through LC-Plasma expansion, we may consider them as external licensees in Japan and/or overseas.”

Furthermore, Takada explains that the company will continue to support the health of consumers who want to practice immune care and become healthier.

By Nicole Kerr