Eisai Announces Launch of Chocola BB(R) Sparkling + Fiber, Conta

Eisai Announces Launch of Chocola BB(R) Sparkling + Fiber, Containing 5
Ingredients that Help Bring Out Beauty from Within 
Tokyo, Feb 26, 2013 - (JCN Newswire) -  Eisai Co., Ltd. announced today that it
will launch the new carbonated supplement drink Chocola BB(R) Sparkling + Fiber
(read as "Plus Fiber"; Food with Nutrient Function Claims [Niacin])
at convenience stores and train station kiosks throughout Japan on Monday,
March 4. 
Chocola BB Sparkling + Fiber is a new carbonated supplement drink that
contains 2.4 g of dietary fiber (equivalent to 1.6 celery stalks) in addition
to collagen, niacin, vitamin B6, and 1,000 mg of vitamin C. The drink is
orange-and-mango-flavored for a rich, sweet yet mellow taste and is a member of
the same Chocola BB Sparkling series as Chocola BB Sparkling Grapefruit &
Peach and Chocola BB Sparkling White Grape, both of which have been
well-received since launch. The inclusion of dietary fiber and other beauty
ingredients in this latest addition to the series is intended as a response to
the needs of discerning, beauty-conscious women. 
In recent years, a trend toward a lack of dietary fiber in daily eating
habits, here defined as being under the recommended daily intake(1), has been
observed among Japanese women in their twenties and thirties in particular.
This has been attributed to an unbalanced diet brought about by Westernized
lifestyles, dieting, and other factors. Furthermore, with dietary fiber
increasingly being recognized as an important ingredient for maintaining
optimal health and beauty, there is also a growing awareness among women
regarding the need for adequate daily dietary fiber intake.(2) The 2.4 g of
dietary fiber contained in Chocola BB Sparkling + Fiber is enough to provide
approximately half of the dietary fiber missing from the current daily fiber
intake average among women in Japan. With a total of five beauty ingredients
contained in every bottle, the drink targets female consumers who want to help
bring out their beauty from within. 
Eisai will continue to provide the Chocola BB family of products to address
the diversified needs of female consumers and support an ever-growing number of
consumers in achieving optimal health and beauty in their everyday lives. 
(1) Dietary Intakes for Japanese (2010) and the 2008 National Health and
Nutritional Survey
(2) Dentsu Wellness Project Consumer Research 2008 (500 female participants) 
About Eisai 
Eisai Co., Ltd. (TSE: 4523; ADR: ESALY) is a research-based human health care
(hhc) company that discovers, develops and markets products throughout the
world. Eisai focuses its efforts in three therapeutic areas: integrative
neuroscience, including neurology and psychiatric medicines; integrative
oncology, which encompasses oncotherapy and supportive-care treatments; and
vascular/immunological reaction. Through a global network of research
facilities, manufacturing sites and marketing subsidiaries, Eisai actively
participates in all aspects of the worldwide healthcare system. For more
information about Eisai Co., Ltd., please visit www.eisai.com. 
Contact: 
Public Relations Department,
Eisai Co., Ltd.
+81-3-3817-5120 
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