Kirin turns to immune-friendly F&B to entice hesitant Japanese consumers

09 Sep 2021 --- Ahead of an over US$8 million investment in a production facility, Kirin Holdings is unveiling food products containing Lactococcus lactis strain Plasma to target immunity demands in Japan. The company notes that 70 percent of consumers interested in immune products have yet to try them.

“In Japan, knowledge and interest in the function of immunity has not been very high, compared to nutraceuticals like vitamins that have enjoyed higher awareness for decades,” Tatsuya Takada, assistant manager of the corporate communication department at Kirin Holdings, tells NutritionInsight. 

The company hopes that third-party F&B companies offering 22 popular brand-name drinks, yogurts, gummies, lozenges, jellies with functional claims will help appeal to interested consumers. 

On-the-go appeal
This diversification will be able to better meet differing consumer preferences, lifestyles and buying patterns, notes Kirin. 

For example, as the products are ready to drink or eat right out of convenient packaging direct from supermarkets, convenience stores and online avenues, it is even easier for these immune-conscious consumers to adopt them into their daily diet.

“In Japan, consumption of supplements is not as common as in Europe and the US. For this reason, we (and partners) have made L. lactis strain Plasma-containing products that are highly recognizable foods such as beverages and sweets to make them easier to purchase for the average consumer,” explains Takada. 

The company is also currently expanding its overseas sales channels, including the sale of iMUSE brand products in Vietnam and the sale of the L. lactis strain Plasma through B2B channels in Europe and the US.The expansion of the product range will make immune system maintenance more accessible to the ordinary Japanese consumer.

Production capacity doubles
Sales of products containing L. lactis strain Plasma have risen 60 percent year-on-year for the term of January to August 2021. Kirin Holdings expects consumers’ interest in immune system care to continue to grow and demand to expand.

In light of this, it is doubling the production capacity of its iMUSE Health Science Factory, located in Saitama Prefecture, just north of Tokyo. 

The new manufacturing equipment is scheduled to begin operating in spring 2023, and will be able to produce around 28 metric tons of L. lactis strain Plasma per year.

The company is investing around 900 million yen (US$8.2 million) in the expansion, which has a total site area of 895 square meters. 

Activating immunity
L. lactis strain Plasma is a product of joint research by Kirin Holdings, Koiwai Dairy Products and Kyowa Hakko Bio. 

It is a natural lactic acid bacterium mainly used for the fermentation of cheese and yogurt. However, it also has been found to help activate the immune system. 

Specifically, it activates the plasmacytoid dendritic cell (pDC), which is the “commander-in-chief” of the immune system.

The instructions and commands of the activated pDC activate the entire immune cell and the defense system against external enemies.

The effect of consuming L. lactis strain Plasma has been confirmed in published research. pDC is activated by the intake of L. lactis strain Plasma for more than two weeks. It is also reported that the activity of pDC (plasmacytoid dendritic cell) is maintained at a high level while consuming L. lactis strain Plasma, and decreases slowly when the intake is interrupted. The company is growing its production in anticipation of accelerated overseas development and licensed out products.

Company pair-ups
The functional offerings will include nine new and nine renewed L. lactis strain Plasma products. 

Kirin Holdings will launch Kirin iMUSE Lactococcus lactis strain Plasma supplement, while Kirin Beverage will launch a series of renewals of the brand’s beverages, as well as the new Kirin Gogo-no-Kocha Milk Tea Plus and Kirin Namacha Lifeplus Immune Assist.

Meanwhile, Koiwai Dairy will offer Koiwai iMUSE Yogurt Low Fat as well as a series of renewed yogurt products. 

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:

• Orihiro Plantdew’s Prun to Konjac Jerry Pouch (Kyoho Flavor).
• Kanro’s Pure Gummy iMUSE.
• Morinaga & Co.’s Immune System Care Chocolate, Immune System Care Cocoa and Cough Drops Apple Flavor.

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.

By Katherine Durrell