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  5. Nutraceutical Business in Europe Moves to New Stage SOYJOY, the First Japanese Product, Set to Debut in 4 Countries

January 31, 2011

Otsuka Pharmaceutical Co., Ltd.
Otsuka Holdings Co., Ltd.


Nutraceutical Business in Europe Moves to New Stage
SOYJOY, the First Japanese Product, Set to Debut in 4 Countries

Tokyo, Japan, January 31, 2011- Otsuka Pharmaceutical Co., Ltd.(Head Office: Chiyoda-ku, Tokyo; President: Taro Iwamoto) announced today that it will begin a phased launch of its SOYJOY nutritional food product in 4 European countries (France, Belgium, Italy and Spain) starting in February 2011 through its subsidiary Nutrition & Santé SAS (N&S).

For the Otsuka Group *1 with its two core pharmaceutical and nutraceutical businesses (NC business*2), the development of the NC business in Europe is an important step in its globalization efforts. By including N&S in its scope of consolidation and launching SOYJOY as the Group's first Japanese product to be marketed throughout the region, the Otsuka Group is taking its NC business development in Europe to a new stage.

Based on our Soylution*3 concept - soybeans can provide a solution to the health, nutrition issues in the future - Otsuka has focused on seeking new product ideas for and marketing the intrinsic value of soy products. As part of these efforts, the Group created SOYJOY, a fruit soy bar made from soy flour, as a product that could help unlock the global potential of soybeans due to their high nutritional value. Sales of SOYJOY commenced in 2006. With the addition of 4 new countries in Europe, SOYJOY will soon be sold in 11 countries and regions*4. Moreover, the SOYJOY line up in Europe will feature seven varieties, including strawberry and blueberry which have become hits in Japan.

N&S, which markets functional and dietetic foods in more than 40 countries around the world, retains a particularly strong sales network in the 4 European countries in which SOYJOY will be sold. Since acquiring it in 2009, Otsuka Pharmaceutical has collaborated closely with N&S with the eventual aim to sell products in Japan and Europe. Otsuka Pharmaceutical is committed to strengthening its relationship with N&S in order to market the value of SOYJOY to Europe's many health-conscious consumers and to build a solid brand footing in the region. Moving forward, Otsuka Pharmaceutical will first focus efforts on the success of SOYJOY in Europe by expanding sales channels in the region, followed by the strengthening of its product line up to include original items and reviewing the potential for localized production.

Based on its corporate philosophy of "Otsuka-people creating new products for better health worldwide," Otsuka Pharmaceutical Co., Ltd. is dedicated to contributing to the health of people around the world.

  • *1: The Otsuka Group is a global organization of 145 companies with operations in 23 countries and regions (including non-consolidated group companies). The Group consists of Otsuka Holdings Co., Ltd., the Group's holding company and the five main operating companies including Otsuka Pharmaceutical Co., Ltd. The Group conducts diversified businesses in four segments all connected by a focus on health: pharmaceuticals, nutraceuticals, consumer products, and others."
  • *2: Nutraceutical business: Coined expression combining "nutrition" and "pharmaceuticals" Leveraging its expertise amassed from its pharmaceutical business, Otsuka Pharmaceutical researches, develops, manufactures and markets the products that help consumers maintain and improve their health.
  • *3: Soylution: Coined expression combining "soy" and "solution"
  • *4: Existing markets in which the product is sold (7 countries and regions): Japan, China, the United States, Taiwan, South Korea, Indonesia and Singapore.


Information in this news release was current as of the original release date.

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