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Kirin Brewery has launched a new series, 'Hyoketsu Mottainai,' as part of its RTD brand, Kirin Hyoketsu. The initial release, Kirin Hyoketsu Mottainai Hama-nashi (limited edition), will hit shelves in Japan on 7 May, offering consumers a unique taste experience coupled with a commitment to sustainability. Recognising the challenges faced by fruit farmers in recent years, including climate issues and rising costs, Kirin’s Hyoketsu aims to support these producers while delivering the fresh taste of fruit to consumers. The company’s new initiative, the 'Hyoketsu Mottainai Project' seeks to reduce food waste and bolster farmer support efforts. In line with the project, fruits deemed unsuitable for sale due to cosmetic imperfections are repurposed as 'mottainai fruits,' featured in products to minimise food loss. Kirin will donate 1 yen from each product sold to these producers, furthering its commitment to sustainability. The flagship product of the series, Kirin Hyoketsu Mottainai Hama-nashi, showcases the flavours of Yokohama’s brand pear, Hama Nashi, aiming to reduce waste by approximately 22,000 pieces of this fruit. With a focus on both taste and social impact, Kirin aims to engage young consumers and expand its presence in the RTD market.