Suntory Beverage & Food (SBF) executed a licensing agreement with Daiichi Sankyo Healthcare for the exclusive use of Regain® in the carbonated beverage. Beginning on July 1 (Tuesday), the new carbonated drink "Regain Energy Drink" developed by SBF goes on sale nationwide.

The energy drink market has seen impressive growth in recent years. The size of last year's market had grown ten-fold compared to 2009.
SBF sees this dramatic market growth as largely due to (1) increased consumption among 30-40 year-old males, (2) a change in the perception of energy drinks being for nighttime consumption to being for morning consumption, and (3) that approximately 70% of energy drink users also consume nutritional drinks.

Regain (sold as Regain S1, a designated quasi drug) is a well-established, major brand in the nutritional drink market. Using the Regain ingredient mixture and aroma and flavor profiles as a starting point, SBF applied its proprietary flavor development and R&D technology to create a new energy drink. This energy drink is perfect for drinking before work or when you need a boost to keep on going. Sold under the familiar Regain brand name, SBF believes that offering this new energy drink to 30-40 year-old males will invigorate the growing energy drink market and contribute to further market growth.

● Drink characteristics

(1) Distinct nutritional value

Includes the daily recommended amounts of vitamin B₁, B₂, and B₆*¹, as well as 1,000 mg of arginine. Designed as a pre-work and morning drink to kick-start the body and brain, this nutritional profile of this energy drink is the perfect way to start the day.

*1 Based on Dietary Reference Intakes for Japanese (adults) (2010 Edition)

This time we have focused on what people consume in family settings. In response to consumers who say they "want to drink a little bit at a time throughout the day," such as during meals and after a bath, we have released a new, bigger bottle holding 1 liter. Furthermore, sales volume has been very favorable for the 6 months from the October 2013 launch to March 2014, exceeding 5 million cases.

(2) Stimulating flavor

To ensure consumers enjoy the stimulating flavor of Regain Energy Drink, the level of carbonation is set higher than the typical energy drink. The addition of black ginger extract provides a stimulating flavor and bold aroma.

● Package characteristics

Based on the yellow and black colors for which the brand has become well known, we added silver to create a package design that expresses the stimulating element of carbonation and exudes a bold presence. The lettering, "Muteki no Kidoryoku" (unparalleled power), and the illustration of a winged tiger*² express the strength of this new energy drink.

*2 "Winged tiger"… Represents the idea of adding new power to an already strong entity. Similar to "an ogre with an iron club"

● Communication activities

Timed with product launched, we will conduct an aggressive communication campaign featuring TV commercials, public transportation ads, and the internet as we vigorously promote the Regain Energy Drink.

< About the Regain brand >

Regain is a nutritional drink (designated quasi drug) originally sold by Sankyo Co., Ltd. (current Daiichi Sankyo Healthcare Co., Ltd.) in 1988 at the height of the economic bubble. The drink targeted Japan’s corporate gladiators who were taking on the global markets.

During its original launch, the catchphrase "Can you fight for 24 hours??" was born out of the concepts of the businesspersons that is one step ahead of the crowd, the businesspersons for whom the world is his stage, "Are you able to switch from OFF to ON?" and "Can you fight for 24 hours??" Yellow and black were chosen as brand colors for their visual impact.

A TV commercial beginning with "Yellow and black are signs of courage" aired during the second year following product launch. This commercial was wildly popular and the catchphrase "Can you fight for 24 hours?" was selected as the Buzzword of the Year.

Today, the lyrics and music for the jingle "Sign of Courage" have transformed over time. With the brand message of "Regain your Spirit," Regain continues to be loved by businesspersons and a wide range of consumers.

- Memo -

▼Product name, volume, MSRP (tax not included) and packaging Regain Energy Drink
            190 ml can    \185    30 units

▼Release date/region       July 1, 2014 (Tuesday)    National release

▼Sales channel       All channels, including vending machines and convenience store

Suntory Beverage & Food Limited website: https://www.suntory.com/sbf/

▼Regain Energy Drink website (Japanese Only)
Regain Official Site - http://www.regain.jp