Yakult
Yakult is a Japanese sweetened probiotic milk beverage fermented with the bacteria strain Lacticaseibacillus casei Shirota. It is sold by Yakult Honsha based in Tokyo. The name "Yakult" was coined from jahurto, an Esperanto word meaning "yogurt".
Ingredients
Yakult's ingredients are water, skimmed milk, glucose-fructose syrup, sucrose, natural flavours, and live Lacticaseibacillus casei Shirota bacteria. The strain was originally classified as being Lactobacillus casei.Yakult is prepared by adding glucose to skimmed milk and heating the mixture at 90 to 95 °C for about 30 minutes. After letting it cool down to 45 °C, the mixture is inoculated with the lactobacillus and incubated for 6 to 7 days at 37 to 38 °C. After fermentation, water, sugar, gums, and lactic acid are added.
Health claims
In 2006, a panel appointed by the to evaluate a marketing request by Yakult found sufficient evidence to justify claims that drinking at least one bottle of Yakult per day might help improve bowel movements for people who tend to be constipated and might help maintain a healthy population of gut flora. However, these claims are not approved as health claims under EU regulations, which require authorization by the European Food Safety Authority. The Netherlands Nutrition Center does not endorse specific probiotic products like Yakult, as only one probiotic health claim is authorized in the EU: that live bacteria in yogurt or fermented milk improve lactose digestion in individuals with lactose maldigestion. This claim is exclusive to yogurt and fermented milk containing specific strains. EFSA has rejected most probiotic health claims, including those for strains not in yogurt/fermented milk.In 2010, a EFSA panel decided that the company was not allowed to make the health claim that the product defends the upper respiratory tract against pathogens, finding that this not supported by evidence.
In 2013, the UK Advertising Standards Authority disallowed an advertisement for Yakult in response to a complaint. It found that while there was sufficient evidence for the claim that "significant numbers of viable survived transit to the gut ", the advertisement had made claims of general health benefits without providing a specific, referenced claim, as required.
Marketing history
Yakult was invented in 1935 in Japan by Minoru Shirota, who helped found the company Yakult Honsha for the purpose of commercializing it. Although Yakult is sold in Japan in supermarkets and convenience stores, it is also sold door-to-door in Japan, Asia, and Latin America in convenience stores.History
In 1930, scientist Minoru Shirota strengthened and cultured the Lactobacillus casei Shirota strain. Five years later, in 1935, Yakult began production in Japan. The company continued to expand, and in 1955, Yakult Honsha was established.In 1963, Yakult introduced a home delivery service, employing "Yakult ladies" to distribute the product directly to consumers. The following year, Yakult expanded internationally, beginning sales in Taiwan. In 1968, the company opened its first factory outside Japan in São Bernardo do Campo, Brazil. This international growth continued in 1969 with the establishment of the Hong Kong Yakult Co Ltd and the founding of Korea Yakult in South Korea.
By 1981, Yakult had entered the Mexican market, opening a factory in the city of Ixtapaluca under the direction of Carlos Kasuga. Further expansion took place in 1994, with the product becoming available in Australia, Great Britain, and the United States.
In 2004, Yakult launched sales in New Zealand through its Australian operations. That same year, Yakult LIGHT was introduced in Australia, offering a lower-sugar alternative. In 2017, the company reformulated Yakult LIGHT to further reduce sugar and energy content, replacing sugar with Stevia.
In 2014, the company opened its first manufacturing facility in the United States, located in Fountain Valley, California.
Relationship with Danone
In February 2018, it was reported that Danone planned to sell US$1.9 billion of its Yakult investment, reducing its stake from 21% to 7%. The plan was followed by a decline in Yakult's share value. Danone had first bought shares in Yakult in April 2000. The sale was completed in March 2018.In mass media
In September 2018, it was reported that the appearance of unlabelled Yakult bottles in the 2018 film To All the Boys I've Loved Before led to a rise in the drink's sales that coincided with a 2.8% increase in share price following the film's release on 17 August.In January 2020, professional sumo wrestler Takakeishō Takanobu appeared in a television commercial advertising Yakult 1000.