Kirin has unveiled a raft of new launches for 2021, including an amino acid bottled water developed with healthy-lifestyle partner FANCL.
Kirin x FANCL Daily Amino Water is one of several new products set to roll out from the group this year as the company looks to combat a Japanese soft drinks market in decline. A downturn for Japan’s important vending machine category because of fewer commuters and other out-of-home consumers saw the Japanese soft drinks market shrink by 7% in volume, according to Kirin.
The company’s soft drinks volumes fell by 9% in the 12 months, to 212.6m cases.
Kirin x FANCL Daily Amino Water will launch in April, Kirin said this week. It is the second product to come from the group’s purchase of a 30% stake in FANCL in 2019 and contains arginine and citrulline, among other vitamins.
Kirin also announced plans to release more probiotic drinks containing the company’s proprietary lactic acid Plasma, after the sales of its existing brands more than doubled in 2020. According to the company, Plasma was found to play a role in boosting immunity.
In alcohol, Kirin will launch Oishii Antioxidant-Free Wine Cider in a resealable 29cl bottle to target younger-age consumers interested in the wine category. The move follows a 161% sales jump in 2020 for the Oishii Antioxidant-Free Wine Cider brand, which is a 5%-abv sparkling apple wine. The range also includes a 4%-abv sparkling grapefruit wine.
Other new launches for 2021 include a March roll-out for Fire One Day Latte Low Sugar, a 60cl PET bottle under the Fire coffee brand. Also on the slate is “craft sparkling wine” Maker’s Recipe Sparkling Wine with Peel, the second launch from a new brand that Kirin hopes will help create a “casual sparkling” category for newer wine consumers. The first launch in the series was Maker’s Recipe Sparkling Wine with Hop, which came out in June.
Kirin will also rebrand its 35-year-old RTD tea brand Gogo-no-Kocha as it aims to increase soft drinks volumes in Japan by 4% in 2021.
Looking ahead, the group aims to streamline its product mix by focusing on health-related beverages, and will tailor packaging for online sales.
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