September 28, 2020

Launch of the "iMUSE" Functional Food brandSix new products with Lactococcus lactis strain Plasma registered as functional foods with immune support
function – A first in Japan

Kirin launches six products using its original "plasma lactic acidTOKYO, Monday September 28, 2020
– Kirin Holdings
and Kirin Beverage jointly announced today the launch ofbacteria"
ingredient
six new products containing Lactococcus lactis strain Plasma. These six iMUSE-branded products that utilize Lactococcus
lactis strain Plasma were registered as Foods with Functional Claims with Japan’s Consumer Affairs Agency (CAA). Whenregistration is accepted by the CAA, labeling of “functional claims” (usually health benefits) on products becomes possible.
This registration provides the value of reliability and reassurance for consumers when choosing products.
Kirin Holdings will launch Kirin iMUSE Professional Lactococcus lactis strain Plasma supplement in early November andKirin iMUSE Lactococcus lactis strain Plasma supplement (15-day supply) on November 11. Kirin iMUSE Lactococcus
lactis strain Plasma supplement (7-day supply) will be launched on November 24. Kirin Beverage will launch the Kirin
iMUSE Yogurt Taste, Kirin iMUSE Lemon*1 and Kirin iMUSE Water beverages on November 24.
*1: 1% fruit juice

Background

The Kirin Group Vision 2027 sets out the broad goal of creating value across the world of food & beverages topharmaceuticals and becoming a global leader in CSV*2. To augment the Group’s existing Food & Beverages
domain and Pharmaceuticals domain, the Group has launched a new Health Science domain to help people stay fit
and healthy by leveraging advanced fermentation and biotechnology the Group has amassed over the years.
*2: Creating Shared Value. Combined added value for consumers as well as for society at large.

One of these Health Science products is the iMUSE brand, which was developed based on the Kirin Group's 35 years of
immunological research, and has been rolled out across the Kirin Group to offer consumers a new product that supports
health. August cumulative sales of the iMUSE brand and other products using Lactococcus lactis strain Plasma more thandoubled compared to the previous year, and they are expected to continue to perform well through 2020.

iMUSE’s CSV Proposition

By releasing six products that have been registered as functional foodproducts with immune function labeling, the Kirin Group will be able
to provide customers with a sense of reassurance when selecting aproduct. In response to the recent rise in customer awareness ofphysical health, the Kirin Group aims to contribute to themaintenance of people's health - one of the major challenges facing
society - by developing products such as supplements and beverages
that are easily accessible as well as support the maintenance of
immune function in healthy people.
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What is Lactococcus lactis strain Plasma?

Kirin’s proprietary Lactococcus lactis strain Plasma
The Lactococcus lactis strain Plasma is a type strain of Lactococcus lactis, which is anatural lactic acid bacterium mainly used for the fermentation of cheese and yogurt.
The Lactococcus lactis strain Plasma is a product of joint research by Kirin Holdings,
Koiwai Dairy Products, and Kyowa Hakko Bio, and a number of relevant papers
Lactococcus lactis strain Plasma
have been published and many presentations have been given at medical
societies in cooperation with medical schools and research institutions.

A world first!3 Lactic acid bacteria that work on
plasmacytoid dendritic cells (pDC)
Plasma lactic acid bacteria activates plasma cytoid
dendritic cells (pDC), which are the "commander-inchief” of the immune system.
The instructions and commands of the activated pDCs
activate the entire immune cell and the defense systemagainst external enemies.
*3: Lactobacillus acidophilus was the first lactobacillus reported to work on pDC in humans (based on information published in PubMed and the WEBof the Central Medical Journal).

Plasmacytoid dendritic cells (pDC) can be
activated by ingesting Lactococcus lactis
strain Plasma for two weeks or more!

KIRIN brings joy to society by crafting food and healthcare products inspired by the blessings of nature andthe insights of our customers.

Container and Packaging Label Information (for all six products)

This product contains Lactococcus. lactis strain Plasma. It has been shown to support maintenance of theimmune system in healthy individuals by stimulating pDC (plasmacytoid dendritic cells).
[Functional Ingredient]
Lactococcus lactis strain Plasma （100 billion/day）Notes:
1 Diet is based on staple foods, main dishes, and side dishes to balance the diet.
2 These products have not been approved by the government.
3 These products are not intended to diagnose, treat or prevent disease.

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Overview of iMUSE three new supplement products
Product names
Release Date
Content(1 bag)Price (MSRP
excluding sales tax)

Distributor

ProductFeatures

Kirin iMUSE professional plasma
lactic acid bacteria
Early November 2020
30 capsules (2 capsules per day)

Kirin iMUSE Lactococcus lactis strain Plasma supplement
November 11, 2020
60 capsules (15-day supply,4 capsules per day)

2,200 yen

November 24, 202028 capsules (7-day supply,4 capsules per day)

1,833 yen

905 yen

Kirin Holdings Company, Limited
A yogurt-flavored (milk-free)chewable tablet without water thatis easy to keep on a daily basis,
created on the advice of medical
professionals and other experts. It This is a milk-free supplement containing Lactococcus lactis strain
contains “barrier vitamin C*.”
Plasma and oligosaccharides, which can be taken daily with water*This product contains 20% barrier vitamin for easy maintenance. It is easy to take.
C. Compared to regular vitamin C, barrier
vitamin C, (L-ascorbic acid 2-glucoside)which is resistant to heat, light, andoxidation.

ReportNumberF184

F186

Product Image– more –3/4

Outline of new iMUSE three beverage products
Product nameiMUSE Lemon

iMUSE Water

Sales Area
Release dateContainer/sizePrice

National (Japan)
November 24, 2020
500ml PET bottle(MSRP excluding
sales tax)

143 yenDistributor

iMUSE Yogurt Taste

Kirin Beverage Co.

Flavor

A refreshing lemon waterwith a hint of sweetness.
92kcal per bottle.
(1% juice)

Packaging

The function of the product is expressed in a simple way with the phrase "support the maintenanceof immune function in healthy people." The bold Kirin symbol - the mythical creature that is amessenger of good luck - conveys a sense of trust and gives the design a sense of impact and novelty.

Report Number

F182

Water drinkable any time for daily A
yogurt-flavoredlacticrehydration or during sports. Zero beverage that is satisfying tocalorie and sugar-free.
drink, yet not too sweet andrefreshing.

F181

F183

Product Image

4/4