JAPAN – Suntory Beverage and Food Limited (SBF) will launch a new ready-to-drink tea product in Japan that helps “to reduce body fat”, and has chosen a packaging design that communicates the product’s health benefits.
To be introduced in the Japanese market on 1 October 2013, the “lyemon Tokucha” from SBF’s lyemon green tea brand range is the first such beverage product for specified health uses (a product category known as ‘Foshu’) that helps to reduce body fat, according to the brand owner.
“Since last year, the market for Foshu beverages has been expanding with the debut of cola beverages and coffee beverages in addition to lactic acid beverages and tea beverages, which had been in the market until then,” explained SBF.
“Aiming for this expanding market, our company will launch lyemon Tokucha.”
The new product also features the iconic bamboo-shaped bottle unique to the lyemon brand, but with a darker green tone to emphasize its rich sweetly fragrant aromatic tea flavour.
In addition, SBF decided to add curved contours graphic lines at each side of the 500ml bottle’s shrink sleeve so that from the frontal view, the bottle appears to have a slimmer waist – echoing lyemon Tokucha’s health benefit of reducing body fat.
SBF added, “While making use of slim lines in the design, we made it easy to see that this is a "FOSHU beverage" from the "Iyemon" brand by printing both the message that it "helps to reduce body fat" and the FOSHU logo on the package.”
SBF is a core business unit of major Japanese conglomerate Suntory Group, responsible for non-alcoholic beverages and food. It is also the largest operating company in the Suntory Group. Beyond Japan, SBF sells carbonated drinks such as Orangina and Schweppes and fruit juice Oasis in Europe, while in Oceania we focus on energy drink V and a range of fruit and vegetable juices called JUST JUICE. In Asia the company also sell a range of health food such as BRAND'S Essence of Chicken. In the US, SBF manufactures and sells Pepsi brand soft drinks, mainly in North Carolina