Tokyo, Aug 1, 2012 (JCN) - Otsuka Pharmaceutical will establish a joint venture in Vietnam in the functional food and beverage category to launch Pocari Sweat, starting in August. This will mark the 17th market where the beverage is sold.
The newly formed company, Otsuka Thang Nutrition Co., Ltd., will appeal to Pocari Sweat's importance of rehydration for the body as part of its efforts to establish the brand. Vietnam is a young country, the world's 13th largest population of 87 million, with the average age of 28.
Pocari Sweat was first developed in 1980 under the concept of a "replenishment drink," and is designed to quickly replace water and electrolytes in the body lost due to perspiration. The beverage has become popular outside of Japan, especially in Asia. Today some 30 years after it was released, the overseas sales volumes of Pocari Sweat have outstripped sales in Japan.
Otsuka Pharmaceutical first became acquainted with the new JV partner through the Vietnam IV solution business in 2002. Asthe partner is well versed in the FMCG business as well as the IV solution business, Otsuka Pharmaceutical decided to form a JV in 2012 for functional foods and beverage and launch Pocari Sweat.
Otsuka Pharmaceutical plans to expand operations inVietnam as a total healthcare company by leveraging the trust it has earned in the market among healthcare professionals.
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