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  5. Otsuka Foods and Otsuka Pharmaceutical to Partner with ITO EN on Cross-Sales of Products in Vending Machines

February 16, 2011

Otsuka Foods Co., Ltd.
Otsuka Pharmaceutical Co., Ltd.

Otsuka Foods and Otsuka Pharmaceutical to Partner with ITO EN
on Cross-Sales of Products in Vending Machines

Tokyo, Japan, February - Otsuka Pharmaceutical Co., Ltd. announced today that Otsuka Foods Co., Ltd. (Headquarters: Chuo-ku, Osaka; President and CEO: Yoshihito Nakai) and Otsuka Pharmaceutical Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Taro Iwamoto) have reached a business alliance agreement with ITO EN, Ltd. (Headquarters: Shibuya-ku, Tokyo; President: Daisuke Honjo) to cross-sell the companies' products in vending machines. The companies will launch the cross-selling alliance on April 1, 2011, with Otsuka Pharmaceutical's "ORONAMIN-C DRINK" and ITO EN's "Oi Ocha".

Within their beverage business, Otsuka Foods and Otsuka Pharmaceutical, which share vending machines in common, will expand their sales channel and strengthen their sales base while fostering the growth of brands including "SINVINO JAVA TEA STRAIGHT", "MATCH", "Crystal Geyser", "ORONAMIN-C DRINK", and "POCARI SWEAT". At the same time, ITO EN will expand its sales outlets while fostering the growth of brands including "Oi Ocha", "Jujitsu Yasai", "TEAS' TEA", and "TULLY'S COFFEE".

Under the agreement, Otsuka Foods and Otsuka Pharmaceutical will sell the carbonated energy beverage "ORONAMIN-C DRINK" through ITO EN's vending machines, and ITO EN will sell its Japanese tea beverage "Oi Ocha", the pillar of its beverage business, through Otsuka Foods' and Otsuka Pharmaceutical's shared vending machines.

Vending machines are a major sales channel for the soft drink market, accounting for over 30% of sales. Otsuka Foods and Otsuka Pharmaceutical aim to enhance the appeal and boost the sales efficiency of vending machines, and at the same time further enhance the companies' management base in their beverage businesses. In addition, the companies are furthering the development of products that contribute to the health of customers while striving for a sales structure that leads to higher customer satisfaction.

Details of the Business Alliance

Company Overviews

Otsuka Foods Co., Ltd.

Otsuka Pharmaceutical Co., Ltd.

ITO EN, Ltd.


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

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