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Meiji is adding a new product to its portfolio, Bulgaria Drinkable Yogurt Salt Lemon, on May 20 2025. This drink, inspired by Bulgaria's traditional yogurt beverage 'Ayran,' aims to meet growing consumer demand for refreshing and hydrating options during the hot summer months.

Bulgaria Drinkable Yogurt is designed to offer a unique combination of flavour and functionality. It features yogurt that is particularly effective at absorbing moisture, outperforming typical dairy drinks like milk. This characteristic positions the product as an ideal choice for consumers looking for hydration alternatives, especially in warmer weather.

Key attributes of the drink include:

• Hydration benefits: The milk protein in the yogurt retains moisture more effectively than regular sports drinks, providing a longer-lasting hydration solution.

• Flavour profile: With a salted lemon flavour, the drink combines refreshing sweetness with a hint of saltiness, reminiscent of traditional Bulgarian consumption practices.

The 400g drink will be priced at 235 yen (including tax), making it accessible to a wide range of consumers.

Meiji's new offering taps into the cultural heritage of yogurt consumption in Bulgaria, where Ayran is commonly enjoyed as a refreshing accompaniment to meals. By incorporating this cultural element, Meiji aims to attract health-conscious consumers who appreciate both authenticity and innovation in food products.

Products that blend traditional practices with modern consumer needs are increasingly relevant. Meiji’s entry into the drinkable yogurt market reflects a broader trend within the sector, where companies are seeking to diversify their offerings to include healthier, more functional options.