In Japan, Suntory has launched Precious, a 5% ABV beer containing two grams of collagen per can.
The official advertisement for the product (see below) features model Anne Nakamura and comedian Ken Watanabe, who claims “guys can tell if a girl’s taking collagen or not”.
The product is currently available only in Hokkaido.
Collagen is a natural protein which keeps the skin plump and supple. As humans age, their collagen supplies deplete. There is a widespread belief among Japanese female consumers, that consuming collagen can reverse this ageing affect and make their skin more beautiful. Collagen-laced beauty products have been popular for a number of years in Japan, despite there being little medical evidence that consumption has any actual effect.
© FoodBev Media Ltd 2019