‘Stress-free’ investment: Coca-Cola Japan to enter local ‘relaxation drink’ market hemp-venture
Chill Out was originally developed by Japanese beauty technology company I-ne, but Endian will be taking over the product as an independent company during the upcoming fall season in Japan, backed by both Coca-Cola Japan and I-ne.
“This [initiative] is purely focused on the Japanese market.” a Coca-Cola Japan spokeswoman told FoodNavigator-Asia.
“Coca-Cola Japan has invested [in this] new company Endian, which was established by I-ne [earlier this year.”
Although she declined to reveal the financial details surrounding the investment, she clarified that this was ‘not an acquisition nor buying, but [a] mutual partnership’ between Coca-Cola Japan and Endian.
Coca-Cola Japan New Business Development Division Vice President Matthew Mitchell added that: “Coca-Cola Japan is constantly looking for new innovation opportunities and partners that will accelerate continued growth in the ever-changing Japanese market.
“We look forward to this partnership setting a precedent for a new business model, where innovations are created leveraged on each company's strengths.”
The relaxation drink concept is opposite to that of the energy drink, with a focus on stress relief and respite from an information overload.
To this end, Chill Out contains ingredients hemp seed extract, theanine, Vitamins A, B1, B2, B6, B12, C, D, E , folic acid and Gamma-Aminobutyric Acid (GABA), which is known to have a relaxing effect on the nervous system.
“[Chill Out] has been developed to be ‘easy to drink’. [It is] caffeine-free, and contains sugar derived from fruit juice as well as natural ingredients,” added Coca-Cola Japan.
The retail price of Chill Out is JPY185 (US$1.74) for a 185ml can, and it is available on several online platforms as well as in selected Natural Lawson stores.
More on Chill Out
Chill Out was originally developed by I-ne back in 2016, based on the concept that continuous stress is detrimental to the body.
“[Always being in] an ‘On’ state does not give the best performance. Good quality of relaxation leads to better results, because ‘On’ does not exist without ‘Off’,” said Chill Out via its website.
The product underwent a recipe revamp in July this year, claiming a ‘more refreshing taste with the use of lime juice and muscat grape juice’, as well as an increase in GABA content to 46mg.
The drink also boasts six free-from claims: caffeine-free, allergen-free, artificial preservative-free, artificial colourant- free, gluten-free and artificial sweetener-free.
Focus was also placed on the use of hemp seed extract as a ‘superfood’, to help consumers concentrate, as well as on folic acid to aid women’s health.
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