The maker of brands such as Kirin Gogo-no-Kocha (black tea), Kirin Nama-cha (green tea) and iMUSE (Lactococcus lactis strain Plasma beverages), aims to increase sales of sugar-free beverages by 10% in 2021
The firm saw its overall soft drink sales volume declined 9% last year, amid the COVID-19 pandemic, while Japan’s overall soft drink market saw a 7% decrease year-on-year.
Both Kirin Gogo-no-Kocha and Kirin Nama-cha saw sales decrease by 12% and 2% respectively. The only exception was iMUSE beverages which increased 136% in sales.
According to Katsura Muraoka, from Kirin Holdings’ corporate communication, sluggish sales from vending machines in offices and in convenience stores, as well as people refraining from eating outside, contributed to the drop in sales.
This year, Kirin Beverage is prioritising the Kirin Gogo-no-Kocha, Kirin Nama-cha and iMUSE brands. It hopes to grow the overall soft drinks business by 4% this year, with a 11% target for Kirin Gogo-no-Kocha, 6% target for Kirin Nama-cha and 28% growth from iMUSE beverages.
iMUSE – Flagship health brand
iMUSE is Kirin’s functional food brand comprising supplements as well as beverages. The company has even called it Kirin’s “healthy” flagship brand.
Its proprietary ingredient Lactococcus lactis strain Plasma, was registered as a food with functional claim (FFC) by Japan’s Consumer Affairs Agency in August 2020 for its role in maintaining immune function in healthy people.
Kirin hopes to make iMUSE products accessible to more consumers in 2021, to do that, the company will invest in advertising to increase awareness of the efficacy of Lactococcus lactis strain Plasma, Muraoka explained.
Healthy pivot: Kirin Beverage announces no-to-low sugar, calorie and immunity focus to drive sales growth - FoodNavigator-Asia.com
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