#Japan #Shibuya #JR East #Ehime Prefecture #Shio & Citrus

Revamped Shio & Citrus Drink to Combat Heatstroke

As summer approaches, staying hydrated becomes increasingly important, especially in regions facing extreme heat. The new Shio & Citrus drink, developed by Japan Railways East Cross Station, has recently undergone a makeover to enhance its appeal while maintaining its refreshing taste. Set to launch on May 13, 2025, via Acure vending machines and online sales, and on May 20, 2025, at NewDays and NewDays KIOSK, this drink promises a perfect balance of flavor and health benefits.

Product Overview

The Shio & Citrus drink combines the sweet and refreshing flavor of Kawachi Bankan juice from Ehime Prefecture with the health benefits of Hakata Salt. This unique blend is specifically crafted to assist in hydration and electrolyte replenishment, making it an ideal choice for heatstroke prevention. The drink will be available in a generous 500ml PET bottle for only 170 yen (tax included).

• - Launch Date:

- May 13, 2025, at Acure vending machines and online.
- May 20, 2025, at NewDays and NewDays KIOSK (some stores excluded).

• - Where to Buy:

- JR East’s Acure vending machines, select NewDays locations, and through the online store at Acure Fun.

• - Product Page: More details about the drink can be found on their official page here.

Design Overhaul

As the third year of its launch approaches, the developers at Ehime Beverage Co., Ltd., in collaboration with JR East’s retail and water business companies, decided to refresh the product's design to broaden its audience. Past customer surveys revealed a significant portion of potential customers were unaware of the drink’s existence, indicating a gap in marketing.

According to a survey conducted in May 2024, 66.5% of respondents stated they were unfamiliar with the Shio & Citrus drink. To address this, the redesign focuses on making the product name more visible while using a bright color scheme to convey freshness. Despite the new look, the developers assure fans that the flavor remains unchanged, striking a balance between familiarity and innovation.

Positive Customer Feedback

Initial customer feedback has been overwhelmingly positive, with 78.4% of surveyed customers expressing satisfaction with the taste of the drink. The 2023 surveys indicated a high satisfaction rate, underscoring its appeal among existing fans. The goal of the redesign is to attract more consumers and elevate awareness of the drink's benefits. This aligns with the intent to promote a healthier lifestyle amid rising temperatures, making it indispensable for summer outings.

In closing, the Shio & Citrus drink, with its revitalized design and continued commitment to quality, is set to become a staple for those wanting to stay cool and hydrated during the hot months ahead. Don’t miss the chance to enjoy this refreshing beverage and give your body the salt and hydration it craves this summer!