Meiji launches Bulgaria Yogurt LB81 plain fat-free

JAPAN – Meiji has introduced Meiji Bulgaria Yoghurt LB81 Plain Fat-Free, a new addition to its flagship Meiji Bulgaria Yoghurt brand, strengthening its leadership in the yoghurt category.

The new product has been developed to meet rising consumer demand for healthier dairy options without compromising on taste.

While the large-capacity plain yogurt segment (320g or more) continues to expand due to growing health awareness and broader usage occasions such as cooking, snacking, and recipe variations, fat-free yogurt products currently account for only around 20% of the category.

By enhancing the eating experience of its fat-free yogurt range, Meiji aims to accelerate growth in the broader yogurt market while reinforcing the appeal of the category’s leading brand.

Made with LB81 lactic acid bacteria from Bulgaria, the new yogurt is produced using Meiji’s proprietary manufacturing techniques to provide a fat-free option for consumers seeking to manage fat intake.

Drawing on years of yogurt research, Meiji focused development on three attributes considered essential to delicious yogurt: acidity, richness/milkiness, and texture.

Alongside the product launch, Meiji has also updated the packaging design across the Meiji Bulgaria Yogurt brand. The redesign reflects Meiji’s efforts to modernise brand presentation while maintaining the heritage and recognition of the long-established Bulgaria Yogurt identity.

The new product comes after Meiji and Fujitsu Limited collaborated on a project towards the social implementation of rRAFU™ (Rapid Risk Assessment Tool for Future Undernutrition Status), the world’s first indicator to predict future risks of malnutrition and frailty (developed by Meiji.)

The pilot will focus on residents aged 60 and over in Kawasaki City, Kanagawa Prefecture. This pilot project incorporates a self-care support app, built by Meiji and Fujitsu, that combines rRAFU with Fujitsu’s AI-driven behavioral change support service.

The project will verify the effectiveness of rRAFU and the app’s ability to promote behavioral change in frailty prevention among participants in the pilot.

Both companies aim to contribute to frailty prevention among the elderly by enabling early identification of malnutrition and frailty risks, which are often difficult to self-diagnose.

Through the self-care support app utilizing rRAFU, both companies seek to encourage lifestyle improvements, including diet and exercise, at an early stage before risks become apparent.

Additionally, it will leverage insights from this pilot project to inform future social initiatives, aiming to prevent frailty in later life and support healthy, secure lives.

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