Otsuka Pharmaceutical Co., Ltd. (Head office: Tokyo, Japan; President: Makoto Inoue) (Otsuka) and Amerta Indah Otsuka (Head office: Jakarta, Indonesia; President and Director: Yoshihiro Bando) (AIO) have announced the launch of production and sale of dietary fiber beverage Fibe-Mini in Indonesia*1.
Influenced by westernization of lifestyles, Indonesian consumption of dietary fiber is declining. Despite guidelines recommending daily consumption of 30g, reports indicate daily intake of merely 8g*2, suggesting a serious lack of dietary fiber compared to intake in Japan. In addition to deterioration of gastrointestinal condition, lack of dietary fiber is thought to increase the likelihood of chronic illness, and the launch of a beverage that offers an easy way to supplement dietary fiber is generating high expectations in the Indonesian market.
Fibe-Mini was launched in Japan in 1988 as a beverage to supplement intake of dietary fiber, an entirely new product category. Providing a delicious way to consume dietary fiber equivalent to 1.5 heads of lettuce*3, Fibe-Mini, with its refreshing lightly carbonated flavor, became the focus of considerable interest in Japan. In 1996, Fibe-Mini was approved as a food for specified health uses (FOSHU), labeled as a "dietary fiber beverage that helps regulate gastrointestinal condition." Launched in Korea in 1990, Fibe-Mini has contributed to maintenance and promotion of health though intake of dietary fiber in Japan and overseas. The current launch of production and sales by AIO aims to address the problem of inadequate dietary fiber intake in the Indonesian market.
To coincide with the Indonesian market launch of Fibe-Mini, approved in Japan for indication as a Food with Specified Health Uses, Otsuka will maximize accumulated know-how developed to raise awareness of the importance of dietary fiber and its health benefits.
Regarding the product launch, AIO president and director Yoshihiro Bando commented: "Based on our corporate philosophy of 'Otsuka-people creating new products for better health worldwide,' we have contributed to health and wellbeing in Indonesia with products such as POCARI SWEAT, SOYJOY and ORONAMIN C DRINK. With the launch of Fibe-Mini, we hope to offer new proposals based on scientific evidence to further support the health of Indonesian people."
1Online sales from late July; in-store distribution from early August
3Based on Standard Tables of Food Consumption in Japan: 1 head of lettuce = 300g fiber
Influenced by declining intake of dietary fiber due to increasingly westernized eating habits, Fibe-Mini was developed by a female researcher who believed that dietary fiber is especially important for young women. Product specifications, flavor, volume, and package design were developed through trial and error, resulting in a dietary fiber beverage that would be easy for women to consume on a regular basis. Since its debut, Fibe-Mini has been marketed as a "new type of beverage offering a delicious, easy way to supplement dietary fiber." In 1996, dietary fiber content was increased to 6g, and Fibe-Mini was approved as a Food with Specified Health Uses (FOSHU). At present, the Fibe-Mini product line includes Fibe-Mini (FOSHU), FIBE-MINI PLUS, and FIBE-MINI JELLY.
(Net)Volume per bottle
Recommended retail price
7,000 IDR (Approx. 54 JPY)
Sukabumi Factory Jl.Raya Siliwangi Km 28, Desa Kutajaya, Kecamatan Cicurug, Kab. Sukabumi, 43559, Indonesia