Leveraging the strengths and know-how accumulated in its business operations, the Asahi Group is committed to offering solutions to health-related problems through its products.
The Asahi Group's various operating companies have accumulated extensive resources and knowledge since the time of their founding. For the beer business, we have developed yeast and fermentation techniques necessary for brewing beer over 400 years in Europe, 150 years in Oceania and more than 130 years in Japan. For the soft drinks business, our technical strengths have accumulated through the efforts such as more than 100 years of research into lactic acid bacteria for Calpis. With consideration for customers' health needs, the Asahi Group is committed to making products with an appeal in health value by utilizing its accumulated proprietary technologies relating to yeast, lactic acid bacteria and other areas.
Lactic acid bacteria have the potential to contribute to health in various forms. Asahi Soft Drinks Co., Ltd. has succeeded in the development of a product using the lactobacillus strain CP1563, which can be expected to help reduce body fat, for which there are strongly rooted needs in modern society. This product was launched in April 2017 as Karada Calpis. Through the Calpis brand, which has gained familiarity among customers over many years, we are proposing ways to enable consumers to improve their health casually on a daily basis.
The Calpis-Derived Lactic Acid Bacteria Science series utilizes lactic acid bacteria and ingredients derived from them—borne out of many years of research derived from the Calpis brand—to deliver a reliable sense of health and trustworthy deliciousness.
In addition to foods with function claims effective at improving sleep quality, maintaining adequate blood pressure and reducing body fat, Mamoru Hataraku Nyusankin was launched in 2013 as a drink that is useful in health management for customers who want to grow stronger from the inside.
Mamoru Hataraku Nyusankin /
Todoku Tsuyosa no Nyusankin W (W is read as “double”) (Foods with Function Claims) /
Ameal Yasashi Hakkonyu Shitate (Foods with Function Claims) /
Lactsmart (Foods with Function Claims)
Asahi Jurokucha Plus — 3 Benefits is classified as a Food with Functional Claims. It contains Jurokucha, which is a well-balanced blend of 16 healthy ingredients based on Eastern health principles, also blended with isoflavone derived from the East Asian arrowroot, and digestion-resistant dextrin. The action of arrowroot-derived isoflavone helps to reduce visceral fat, while digestion-resistant dextrin limits the body's absorption of fats and carbohydrate consumed while eating. Asahi Jurokucha Plus — 3 Benefits offers casual support for daily health needs.
While poverty continues to become a global social issue, the numbers of people suffering from obesity and illnesses such as diabetes are also increasing. The World Health Organization (WHO) views this issue seriously, and since 2016 has been calling for various countries to reduce consumption of sugar such as through taxation on drinks containing added sugar.
The Asahi Group's beverage business in Asia, Oceania and elsewhere are advancing the expansion of their non-sugar and low sugar product lineups to match the situations and needs of customers in each area.
Asahi Beverages, a subsidiary of Asahi Holdings (Australia), set the target for reducing the sugar content of its soft drinks by 20% versus 2015 by 2025 in accordance with the commitment of the Australian Beverages Council, an industry body with which Asahi Beverages is affiliated. To achieve the target, the company has launched many different non-sugar products and has reduced its consumption of sugar much more than planned. In 2020, Asahi Beverages had achieved 20% reduction of sugar consumption. The activities for reduction of sugar consumption will be strengthened as we offer more options to consumers.
Asahi Holdings Southeast Asia has a commitment to reduce sugar content by reformulating more than 70% of its ready-to-drink (hereinafter “RTD”) products to contain 6 grams or less sugar per 100ml by 2021. As part of this commitment, the company is increasing its non-sugar beverages in cooperation with Etika Beverages. For example, Pepsi Black, non-sugar carbonated beverages, and Wonda Zero Max, non-sugar RTD coffee, have gained mass acceptance from local customers. In addition, the company has launched the latest in the series of non-sugar beverages: three different items of Calpis Zero. Asahi Holdings Southeast Asia is aggressively rolling out non-sugar products. In 2020, it was achieved that products containing 6 grams or less sugar per 100 ml accounted for 82% of the company's all products.
Alongside its soft drinks business, Asahi Holdings Southeast Asia Sdn. Bhd. acquired a dairy product business in 2014. This business brought with it Goodday, a milk brand with a history spanning more than half a century. This brand is central to our efforts to strengthen operating foundations in this business. Through such efforts, the Asahi Group has succeeded in developing its position as the No. 1 fresh milk brand in Malaysia by expanding its lineup beyond just plain milk to also include chocolate, strawberry, green tea, and other flavored milk. As we develop these operations, we have also been utilizing the power of the Goodday brand to help foster health awareness, primarily among elementary schools, through means such as encouraging habitual milk consumption. As part of these activities, we hold events through collaboration with Malaysia's most-read educational magazine in which we seek to help encourage children to adopt healthy diets by explaining how milk is an excellent source of protein, calcium, and other nutrients that are vital to growing children. The Asahi Group will continue building upon the brand equity of Goodday as it engages in proactive initiatives for promoting health improvement, an issue that is garnering social attention.