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Yakult UK & Ireland has named Shinji Yamaguchi as its new managing director, succeeding Hiroaki Yoshimura, who will relocate to the Netherlands to take up the role of managing director at Yakult Europe.

Yoshimura departs after more than a decade in the UK business, including eight years as managing director. During his tenure, Yakult expanded its product range and drove consumer engagement through initiatives such as the pan-European 'My Yakult' campaign, while helping to elevate awareness of gut health across the region.

Yamaguchi’s appointment signals continuity alongside a renewed strategic focus, as the company looks to consolidate its position in an increasingly competitive functional beverages market.

Bringing over 30 years of experience within Yakult, Yamaguchi began his career in the company’s home delivery operations, an integral part of its direct-to-consumer model. He has since held a variety of roles across international markets, including the United States, where he supported the early-stage development of Yakult’s operations spanning sales, logistics and supply chain.

Most recently, he served in Yakult’s International Business Division in Japan, where he led market development initiatives and contributed to strengthening global capabilities.

This combination of operational and strategic expertise is expected to support Yakult’s next phase of growth in the UK and Ireland, particularly as the brand navigates evolving consumer expectations around health and wellness.

Yamaguchi said: "Having worked in a number of international markets, I’m excited to now lead the continued growth of Yakult across the UK and Ireland. These are mature markets with strong foundations where Yakult has earned a position of trust through its unmatched expertise in the field of probiotics."