#Japan #Tokyo #Kirin #Satomi Ishihara #Mutekids

Kirin's Commitment to Children's Health

Kirin Beverage Corporation, headed by President Hiroshi Inoue, is making strides in children's health management with their latest product, "Kirin Tsuyoi zo! Mutekids." This new health drink, infused with Kirin's unique ingredient "plasma lactobacillus," will be released nationwide on March 17. This marks Kirin's first major venture into the children's beverage market, aiming to promote healthy living for children in an enjoyable way.

In conjunction with the launch, a new commercial featuring popular actress Satomi Ishihara will be aired nationwide, showcasing the drink's fun and nutritious attributes. On March 12, a launch event was held to celebrate the new product and commercial with Ishihara in attendance.

Focusing on Health Management

The event revolved around the theme "A Time When Children Can Manage Their Health Deliciously." Kirin's marketing strategy and the significance behind the new product were discussed. Ishihara engaged the audience through a quiz focused on family health realities and shared her perspectives on maintaining children's health.

"Managing a child's nutrition can be quite challenging, especially with current busy lifestyles. I often refer to a nutrient dictionary when preparing meals for my family," Ishihara noted. She also emphasized the importance of connection: "No matter how busy we are, we always make time to look at each other, ensuring my child knows how much I care."

Business Strategy and Market Trends

Kirin's Executive Officer and Marketing Director, Ikuma Suzuki, addressed the audience by emphasizing the company's purpose: "Delicious health in our customers' daily lives." He highlighted that health-consciousness is growing among all generations due to economic and social changes. Notably, the plasma lactobacillus has been experiencing significant growth, with projections estimating over 10 million cases of beverages containing this ingredient by 2025.

The company plans to enter the children's sector more aggressively, aware that habits formed in childhood can lead to lifelong health practices. Emphasizing the importance of integrating health habits into children’s daily routines, Suzuki outlined the potential impact this new drink could have.

Product Development Insights

Asuka Yao, the brand manager for Kirin Beverage, shared insights into the development and strategy behind "Kirin Tsuyoi zo! Mutekids." Surveys indicate that a significant number of mothers worry about their children's health, yet find it difficult to maintain an ongoing healthy routine in their busy lives. Furthermore, it was discovered that there is little established motivation for children to engage in fun health habits independently.

Yao expressed, "If children enjoy drinking this beverage, it alleviates some stress for parents, making family moments happier and more enjoyable. It's important that our brand conveys safety for parents while also appealing to what children enjoy."

Looking ahead, Yao discussed the successful test sales and the synergy with existing plasma lactobacillus products. She shared the aspiration of turning the children's health drink brand into a market leader with a goal of 10 billion yen by 2030.

Engagement with Satomi Ishihara

At the event, Ishihara introduced the commercial and shared her filming experiences. During a talk session, a quiz based on surveys with mothers was conducted, revealing real-life challenges around managing children's health. Ishihara remarked, "Child health management can be unpredictable, similar to the weather. Having a product like 'Mutekids' that children want to drink is crucial for us as parents."

Ishihara also expressed her satisfaction with the drink’s flavor: "This is a great reward for my child that also supports health management. I want many people to know about this product that is easy for kids and parents to embrace."

Details of Kirin Tsuyoi zo! Mutekids

• - Flavor: Light and easy-to-drink yogurt taste with 50 billion plasma lactobacillus and 1.2mg of iron.
• - Packaging: Bright, fun designs featuring characters that resonate with children, available in six varieties.

Kirin is paving the way for an era where health management for children is not just necessary but genuinely enjoyable.