High-resolusion image

On April 14 (Tuesday), Suntory Beverage & Food Limited (SBF) is launching the nationwide sale of the new Suntory Minami-Alps Tennensui & Yogurina as part of its Suntory Tennensui Product lineup.

Although it is estimated that the overall beverage market in Japan has declined in 2014 against the preceding year, growth continues in the water beverage market, including mineral water, flavored water, and non-sweetened carbonated water. Suntory Tennensui brand includes Suntory Minami-Alps Tennensui, Suntory Minami-Alps Tennensui Sparking, Suntory Minami-Alps Tennensui Sparkling Lemon, and Suntory Minami-Alps Tennensui & Asa-zumi Orange among others. We sold 83 million cases of these beverages in 2013 (up 111% year-on-year), demonstrating the extremely robust growth of this lineup.

As a new concept in the Suntory Minami-Alps Tennensui product line, we are launching a yogurt-flavored water that is clear in appearance but has the tang of yogurt combined with a refreshing sweetness. With Suntory Minami-Alps Tennensui & Yogurina, a new category in the growing water beverage market has been created. Our goal is to stimulate this market further.

●Characteristics of the product’s flavor

To create a transparent beverage that combines the tang of yogurt along with a refreshing finish, we focused on whey, which is derived from milk and contains minerals and amino acids. We carefully blend the fermentation lactobacillus of whey in Minami-Alps Tennensui to produce a beverage as transparent as water with a refreshing finish that can be gulped down while making it possible to enjoy the flavor of yogurt. By carefully selecting ingredients to bring out the unique fragrance of yogurt without compromising the fragrances of yogurt and fruit, we have created a slightly sweet and bright flavor. In pre-launch monitoring surveys, people liked the product very much, saying, “I was amazed that even though it’s clear, it has much more of the taste of yogurt than I had imagined. It’s delicious!” and “It seems like it would be good for breakfast and while I’m at work.”

●Package characteristics

We named the product Yogurina to make it easy for people to understand the deliciousness of yogurt. We used the clear, cold, and refreshing sensation evoked by the Suntory Minami-Alps Tennensui package as a basis, and added a combination of deep blue, white, and gold to convey the image of sweet and delicious yogurt. The package describes the flavor as luxurious in combining the tang of a yogurt with refreshing sweetness while retaining its clear appearance. The design also draws attention to the ingredients with the “fermentation lactobacillus” mark.

●Advertising Activities

From the time the product goes on sale, we will widely promote Suntory Minami-Alps Tennensui & Yogurina through TV commercials and transit advertising.

This year, Suntory Tennensui is positioned as our most important brand. We will make strong appeals to consumers by focusing on the rich natural environment and high quality symbolized by the Minam-Alps watershed, inviting consumers to try a new way to enjoy water. We will work to further strengthen the No. 1 market position of Suntory Tennensui and endeavor to develop the brand still more.

--   Memo   --

▼Product overview

▼Release date        April 14, 2015 (Tuesday)

▼Region        Nationwide

▼Suntory Tennensui website (Japanese only)
　　http://suntory.jp/tennensui/