Nov 10, 2012

Around the World: Pepsi Japan - Fat Blocking Pepsi

Suntory, the Japanese distributor for Pepsi, is set to introduce new "Pepsi Special," which contains indigestible dextrin to reduce the absorption of fat after eating, on November 13, 2012.

The new drink has received the "tokuho" designation (that's the human figure on the bottle that appears to be rejoicing) from the Japanese Consumer Affairs Agency.

The designation is short for "tokutei hokenyou shokuhin" or "food for specified health use" and is earned by foods in Japan where the companies have demonstrated that the food can deliver special health benefits.

The advertising for the new drink features a man professing his love for fast food and drinking Pepsi Special after eating pizza and hamburgers.

Pepsi is not the first to the party on this one as a similar cola, Mets Cola, was earlier introduced in Japan on April 24 by Suntory rival Kirin (the companies are probably best known in the U.S. for whiskey and Japanese beer respectively) and also sports the "tokuho" label.

A 490mL bottle of Pepsi Special will carry a price tag of 150 yen or roughly $1.89 US at the current exchange rate.


  1. Why isn't this in the US?

  2. They come up with things like this overseas to try to avoid becoming like us.


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