The Bifidobacteria Fermented Milk Drink, Bifiene, to Go on Sale in Europe

Yakult Honsha Co., Ltd. (President Sumiya Hori) announces the start of the sales and manufacture of “Bifiene,” a fermented milk drink utilizing Yakult’s own proprietary bifidobacteria, B. breve strain Yakult, in Europe beginning in late January 2007
In Europe, sales and manufacture of “Yakult,” containing Yakult’s proprietary lactic acid bacteria, L. casei strain Shirota, began in the Netherlands in 1994, and at present “Yakult Light,” a lower calorie, less sweet version is also being manufactured and sold there. Furthermore, with the start of sales in Italy in January 2007, there will be ten countries in the EU selling some type of Yakult product.
Since the start of sales of “Yakult” in Europe, local dairy makers have introduced their own new products, and at present many different Probiotic products are available there.   Against this background, Yakult is aiming for a further penetration and expansion of the Yakult brand in Europe through the sales of “Bifiene,” a fermented milk drink utilizing bifidobacteria, an effective and strong strain of bacteria that is able to arrive at the intestines alive.
Yakult Europe will manufacture Bifiene in the Netherlands, and from the latter part of January it will go on sale in that country, as well as in Belgium and Luxembourg. In the future, sequential expansion into each country in Europe is also planned.
A summary of the sales plan for Bifiene in Europe is as follows.

Summary

1. Product Name:  Bifiene
2. Size:  100ml paper containers sold in packs of three
3. Recommended retail price:
   2.82 euros (440 yen) per 3-pack (VAT not included)
4. Start of sales:
   Late January, 2007 (Product shipping by Yakult Europe is scheduled for January 26)
5. Sales area:
   The Netherlands, Belgium, Luxembourg (Planned expansion sequentially to Germany, England, and other countries in Europe)
6. Sales channel:  Store sales
7. Sales plan:
   January 2007 to December 2007: 20,000 bottles per day; January 2009 to December 2009: 90,000 bottles per day

[For Reference]

1. Overview of Yakult Europe
   Company Name:  Yakult Europe B.V.
   Location:  Almere*, The Netherlands (office and factory are at the same location)
    * Almere is located in eastern Amsterdam
   President:  Hiroshi Suzuki
   Capital:  30.28 million euros
   Main business:
   Overall management of each sales and marketing company in the Europe region and manufacture of Yakult, Yakult Light, and Bifiene
2. The ten countries in Europe where sales have been expanded:
   The Netherlands, Belgium, Luxembourg, UK, Germany, Ireland, Austria, France, Spain, Italy (start of sales planned for January 2007)

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