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Worldwide Probiotic Drink, Yakult(R), Launches in Its First Major U.S. Market
Date:9/24/2007

- Ad campaign and product launch in Southern California is an important

stride to help spread Yakult's message about preventative health to

Americans -

TORRANCE, Calif., Sept. 24 /PRNewswire/ -- Tokyo-based consumer products company Yakult Honsha Co., Ltd. has announced sales of world-leading beverage, Yakult, in its first mainstream market in the U.S. This fall, the probiotic dairy drink will be available at major supermarkets, initially in Southern California with plans to expand to all grocery chains throughout the state. In 1999 Yakult U.S.A. Inc., the corporate subsidiary, set up operations in Los Angeles but only distributed the product to Asian and Hispanic grocery stores due to Yakult's popularity and good reputation among these consumers.

(Logo: http://www.newscom.com/cgi-bin/prnh/20070911/YAKULTLOGO)

"More than 25 million people in 30 countries around the world enjoy Yakult on a daily basis. We hope that Americans will also incorporate our delicious product into their diets in pursuit of a healthy lifestyle," says Mr. Teruo Tabuchi, Vice President and Chief Operating Officer of Torrance, CA-based Yakult U.S.A. Inc. "We continue to carry out the goals set forth by our company's founder -- to educate every one in the world about preventive health."

While probiotic products and the concept of "friendly bacteria" are just beginning to catch on in America, Yakult has been around for a long time as the leading company. The beverage was developed in 1930 by a Japanese microbiologist, Dr. Minoru Shirota, who aspired to create a healthy product that everyone could afford. Twenty years later the company was formed and now more than 8 million bottles are consumed daily in Japan alone.

The active bacteria unique to Yakult is called Lactobacillus casei strain Shirota, named in honor of Dr. Shirota. It differs fr
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SOURCE Yakult Honsha Co., Ltd.
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