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Eisai Co on Monday launched its new energy drink, Joma. With the slogan "Cast a spell of happiness", Joma is an energy drink designed to conjure up the image of a witch, whose powers transcend human abilities. The product's name, when read backwards, is the Japanese word for "witch" ("majo"), and the package's design is the image of a dark red can being held by a witch's hand, enhancing the impact of the product.
Joma is a carbonated energy drink classified by the Ministry of Health, Labor and Welfare as a Food with Nutrient Function Claims (Vitamin B6) that contains arginine, ginseng extract, guarana extract and caffeine in addition to the B vitamins that the Chocola BB brand is well-known for.
With its ginger base, Joma is easy to drink with a refreshing after-taste, and has a reduced calorie count of only 33 kcal per bottle. Eisai says it is for people who want to lift their spirits and display even greater potential than usual.
© JCN Newswire
6 Comments
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wanderlust
'Amoj' is 'Joma' backwards!
Local version of Red Bull?
nath
Not in Japanese.
Nessie
Looks pricey.
Kobuta Chan
'Amoj' is 'Joma' backwards!
Local version of Red Bull?Red Bull is copy of Lipovitan-D with higher dose of caffeine. If you're in Thailand and then you will find many energy drink which are copy to Lipovitan-D.
There's no other energy drink in Thailand when Taisho Pharmaceutical Co. has marketing Lipovitan in Thailand in late 60s. Red Bull was called Krating Daeng in Thai language. Krating means Bull and Daeng mean Red in Thai Language. Red Bull started producing in late 70s. Thai will copy anything Japan had marketing in Thailand in 70s. Taisho has given license to Osotspa Co., Ltd to its formula but Krating Daeng doesn’t taken License from Taisho. I believe Taisho can pursuit law suit against Thai Red Bull that time. Red Bull basic ingredients and formula is same as Lipovitan-D and just changing taste by adding more sugar and caffeine.
Only truck drivers were major consumers of Red Bull when I visited Thailand in late 70s but Lipovitan D was very popular nation wide and over its borders that time.
Japanese Companies have idea, creating, invention and renovating but they are poor in marketing. Today, Red Bull and other energy drink makers are making billions dollars every year from Lipovitan-D formula.
wanderlust
@strangerland - it's written in English!
nath
Well, it's written in romaji, that's not exactly the same as being written in English. But it doesn't change the fact that in Japanese, majo backwards is joma.