Nestlé Japan announced “Adult Health Plan,” a new series spanning its Nescafé and MILO brands, and launched 3 products on 1 October. The series proposes health habits that busy consumers can maintain without difficulty.
Division Head Tsuguma Yukiko (都間 友紀子) and others spoke at the launch event, introducing 3 products: Nescafé Protein Café Latte, Nescafé GABA Caffeine-Free Latte, and Nestlé Adult MILO One Day’s Iron. This is the first series to promote health across the 2 brands, and the company also indicated that “healthy longevity” will be a core focus going forward.\n\nA survey of 1,000 men and women in their 20s to 60s found that 5.1% said they were “fully able to put efforts toward their health into practice,” while 53% said that even thinking about health was tiring. The company calls this “health fatigue” and considered ways to incorporate health measures into daily routines without placing undue demands on consumers.\n\nAll 3 products were designed around consumers’ needs rather than individual functional ingredients. Their formulations focus on protein as a nutrient, GABA for sleep and rest, and iron, with particular attention also paid to taste and balance during development. Nestlé Adult MILO One Day’s Iron is a name change for an existing product, and its packaging will be renewed in stages.\n\nThe products will primarily be sold through drugstores, with a recommended retail price of ¥375 excluding tax for a 4-pack. They launched on 1 October at Sugi Pharmacy, Beisia, Seiyu and other retailers, and the 30-pack will be sold on Amazon from 1 November. The company is also considering expanding distribution channels, extending the initiative to other brands and sharing health information.