A spate of carbonated soft drinks meant for adult consumers, is hitting the Japanese market. What’s more, these drinks are really popular with the health-conscious men and women in their 30s and 40s. Kirin Beverage Co. released their Kirin Mets Cola this April and has been branded by the Consumer Affairs Agency as “food for specified health use (FOSHU).” This is because the beverage can help control the absorption of fat. With more than 1 million cases of the drink being sold already, the company’s annual sales target was achieved in a short span of 2 weeks only!
According to Kirin, FOSHU does not differ in taste from ordinary cola, which is why people enjoy drinking Kirin Mets Cola. It’s so hot in demand that the company has had to post an apology on their website for the shortage of supply. Each 480 ml bottle sells for 150 yen (less than $2). Another drink selling well in the market is Orangina by Suntory Food International Co. The focus is on bitter flavor and sour taste and thus contains 12 percent citrus juice, which is several percent higher than ordinary soft drinks.
Suntory Food also managed to achieve its annual sales target in a one month only. The sales have encouraged the company to quadruple its annual sales target to 8 million cases. Schweppes British Lemon Tonic by Coca-Cola (Japan) Co. contains lemon juice and is focusing on adults aged over 40. This too has been doing well with phenomenal response. It makes me wonder if the drinks aimed at adults have more to do with the population stats than their weight.