Eisai to Launch First Chocola BB Brand Product "Chocola BB Royal

Eisai to Launch First Chocola BB Brand Product "Chocola BB Royal Drink" in China 
Tokyo, July 2, 2014 - (JCN Newswire) -  Eisai Co., Ltd. (Headquarters: Tokyo,
CEO: Haruo Naito, "Eisai") announced today that it has launched its
Chocola BB Royal Drink in China. This marks the first Chocola BB series product
launched in China by Eisai. 
In addition to including the ingredients that have long been the foundation of
the Chocola BB brand in Japan, such as vitamin B6, nicotinamide, royal jelly
and taurine to support consumers' beauty and wellness, Chocola BB Royal
Drink also specially contains collagen, L-carnitine, coix seed, polygonatum
rhizome and goji berry to specifically address the needs of consumers in China.
It also features an easy-to-drink pineapple flavor and is low in calories with
approximately 9 kcal per bottle. 
In recent years, the healthcare needs of consumers in China have been
increasing in line with economic growth. Furthermore, beauty and healthcare
related items have been very popular among women in China. In response to these
trends, Eisai has launched Chocola BB Royal Drink as the first of its Chocola
BB series of products in order to support consumers' beauty and wellness. 
Chocola BB Royal Drink is sold through the internet in order to make the
product readily accessible to women throughout the country. Following this new
product launch to establish a foothold in China, Eisai plans to further
introduce its over-the-counter (OTC) products into other countries in Asia. 
Since its first product introduction in 1952, the Chocola BB series of
products have been widely used by many customers in Japan, Taiwan and Hong Kong
as a reliable healthcare brand. In Japan, Eisai has developed a wide range of
products including mainstays such as Chocola BB Plus tablets (third-class OTC
drug), Chocola BB Royal 2 (designated quasi-drug, drink), Chocola BB Sparkling
(food with nutrient function claims, drink) and Bi Chocola (food with nutrient
function claims) in response to the diverse needs of consumers. 
By marketing the Chocola BB series of products, Eisai is committed to
supporting the beauty and wellness of a wider group of consumers in the Asia
region, including Japan and China. 
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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