Premium ukon brands have commanded higher prices than other energy drinks, but in recent years the Japanese energy drinks market has become much more crowded, and additional functionality and ingredients are required to maintain this premium position.
HWF’s Ukon no Chikara Liver Plus contains 500mg of turmeric extract from three different kinds of turmeric (Aki, Murasaki and Haru), 40mg curcumin, plus 200mg of liver extract, which is highlighted on the packaging.
Targeting 30-50-year-old heavy turmeric drink users, it is orange-flavoured with no fruit juice, and comes in a 100ml mini bottle can from Daiwa Seikan.
It will be sold mainly through CVS or station kiosk channels, and the first-year sales target is ¥2.2bn.
Tempting! Turmeric and liver together at last RT @FoodBev Turmeric-based liver extract energy drink by HWF http://t.co/FB49nLtYKc — John Coupland (@JohnNCoupland) July 25, 2014
Tempting! Turmeric and liver together at last RT @FoodBev Turmeric-based liver extract energy drink by HWF http://t.co/FB49nLtYKc
— John Coupland (@JohnNCoupland) July 25, 2014
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