‘Stress-free’ investment: Coca-Cola Japan to enter local ‘relaxation drink’ market hemp-venture

By Pearly Neo contact

- Last updated on GMT

Coca-Cola Japan has set its sights on the local ‘relaxation drink’ market with a recent investment in newly-established beverage company Endian and its unique hemp-containing drink Chill Out. ©Endian
Coca-Cola Japan has set its sights on the local ‘relaxation drink’ market with a recent investment in newly-established beverage company Endian and its unique hemp-containing drink Chill Out. ©Endian

Related tags: Coca-cola, Japan, Hemp

Coca-Cola Japan has set its sights on the local ‘relaxation drink’ market with a recent investment in newly-established beverage company Endian and its unique hemp-containing drink Chill Out.

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 ‘morerefreshing 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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