Coca-Cola, a name long associated with sugary sodas and indulgence, has taken an unexpected turn in Japan by launching a product that positions itself in the health-conscious segment. Branded as Coca-Cola Plus, the new beverage is being marketed with claims of aiding digestion and supporting fat absorption control — particularly targeted at the country’s aging and health-focused population.
Japan’s Shift Towards Functional Beverages
As Japan faces a rapidly aging population, consumer priorities have shifted. Rather than being driven by flavour alone, buyers are increasingly seeking products that support wellness. This evolving trend has given rise to what the Japanese market refers to as Tokuho — foods and beverages that are classified as “Food for Specified Health Uses.” Products under this label are not considered medicine but are approved for offering certain health benefits.
Recognising this growing demand for functional foods, Coca-Cola Japan has introduced Coca-Cola Plus, a zero-calorie, sugar-free drink specifically tailored for older adults who wish to enjoy cola without its typical health drawbacks. The drink, however, is not being sold as a miracle weight-loss solution, but rather as a beverage that could support fat management when paired with meals.
What Makes Coca-Cola Plus Different?
Unlike traditional diet colas that mainly offer a low-calorie alternative, Coca-Cola Plus has been formulated to deliver health benefits. The key ingredient setting it apart is indigestible dextrin, a dietary fibre. Each bottle contains about five grams of this fibre, which is believed to slow fat absorption and assist digestion.
According to the company’s official claims, consuming one bottle of Coca-Cola Plus daily with meals can help reduce triglyceride levels in the blood post-consumption and block some fat absorption. The suggested way to consume it is to divide the bottle into three servings of 150ml throughout the day, paired with each meal.
Coca-Cola cites that this routine can lead to a measurable seven percent reduction in triglyceride levels, as compared to traditional diet cola. This data has been published on Coca-Cola Plus’s Japanese website, although it has not been widely peer-reviewed in international medical journals.
Not a Health Drink, But a Strategic Move
The drink's categorisation as a Tokuho Cola is key to how it’s being marketed. While it is not labelled a health beverage in the medical sense, the Tokuho designation helps Coca-Cola promote it as a functional drink with specific wellness benefits, without overstepping regulatory boundaries.
This product is clearly aimed at health-conscious consumers — particularly those over 40 — who still enjoy soft drinks but want options that align better with their dietary and health goals. Coca-Cola Plus allows them to indulge, with the added claim of fat-related benefits, without the guilt that comes with conventional cola.
Japan’s Shift Towards Functional Beverages
As Japan faces a rapidly aging population, consumer priorities have shifted. Rather than being driven by flavour alone, buyers are increasingly seeking products that support wellness. This evolving trend has given rise to what the Japanese market refers to as Tokuho — foods and beverages that are classified as “Food for Specified Health Uses.” Products under this label are not considered medicine but are approved for offering certain health benefits.
Recognising this growing demand for functional foods, Coca-Cola Japan has introduced Coca-Cola Plus, a zero-calorie, sugar-free drink specifically tailored for older adults who wish to enjoy cola without its typical health drawbacks. The drink, however, is not being sold as a miracle weight-loss solution, but rather as a beverage that could support fat management when paired with meals.
This is Coca-Cola Plus — which is basically Coke Light, with dietary fibre.
— Cedric Chin (@ejames_c) June 17, 2022
(“Hate vegetables? Like Coke? Boy do we have a drink for you!”) pic.twitter.com/3BXdbToN5v
What Makes Coca-Cola Plus Different?
Unlike traditional diet colas that mainly offer a low-calorie alternative, Coca-Cola Plus has been formulated to deliver health benefits. The key ingredient setting it apart is indigestible dextrin, a dietary fibre. Each bottle contains about five grams of this fibre, which is believed to slow fat absorption and assist digestion.
According to the company’s official claims, consuming one bottle of Coca-Cola Plus daily with meals can help reduce triglyceride levels in the blood post-consumption and block some fat absorption. The suggested way to consume it is to divide the bottle into three servings of 150ml throughout the day, paired with each meal.
Coca-Cola cites that this routine can lead to a measurable seven percent reduction in triglyceride levels, as compared to traditional diet cola. This data has been published on Coca-Cola Plus’s Japanese website, although it has not been widely peer-reviewed in international medical journals.
Not a Health Drink, But a Strategic Move
The drink's categorisation as a Tokuho Cola is key to how it’s being marketed. While it is not labelled a health beverage in the medical sense, the Tokuho designation helps Coca-Cola promote it as a functional drink with specific wellness benefits, without overstepping regulatory boundaries.
This product is clearly aimed at health-conscious consumers — particularly those over 40 — who still enjoy soft drinks but want options that align better with their dietary and health goals. Coca-Cola Plus allows them to indulge, with the added claim of fat-related benefits, without the guilt that comes with conventional cola.
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