Japan: Sapporo Breweries to launch first non-alcoholic beer-like drink certified for specified health uses

Sapporo Breweries Ltd. will sell from May 26 Sapporo Plus, the first nonalcoholic beer-like drink certified by the government as a food for specified health uses, known as tokuho, Jiji Press reported on March 24.

The new beverage suppresses a sharp increase in blood sugar levels after meals thanks to the effects of a corn-derived dietary fiber ingredient called dextrin, the Sapporo Holdings Ltd. unit said.

Sapporo will sell the product at ¥160 for a 350-milliliter can, about ¥10 to ¥15 more expensive than non-tokuho beer-flavored drinks with no alcohol content.

To prevent the product from becoming a “gateway drink” to alcohol for minors, its label will have a message that it is recommended for adults 20 years old or over. In addition, shops will display the drink only in their alcohol sections.

Kao Corp. has also gained tokuho certification for its nonalcoholic beer, but has yet to launch it.

The nonalcoholic beerlike drink market could expand further as other companies have also applied for tokuho certification for their products, industry sources said.

25 March, 2015