Meiji to offer new dairy product with Bulgarian starter culture in Japan

The Japanese company Meiji will begin offering a new dairy product with Bulgarian starter culture to consumers on the island. This was announced by the state-owned company LB Bulgaricum on its website, under whose license Meiji will begin manufacturing the product.

The idea is for it to be a milk drink with attractive packaging, aimed primarily at young adult consumers. It will be launched on the Japanese market in three variants: natural drinking yoghurt, blueberry-flavoured drinking yoghurt and strawberry-flavoured drinking yoghurt. Production of the new product begins after extensive research into the preferences of the youth audience, and its launch will be accompanied by a broad advertising campaign featuring celebrities.

We would like to remind you that one of Meiji's most famous products for the Japanese is Bulgarian yogurt. It has been on the Japanese market for more than 50 years, and the brand has over 30 million consumers. Yogurt under the name Meiji Bulgaria Yogurt is one of the reasons why our country is known in Japan as the Land of Yogurt. The new milk drink will be part of the wide range of dairy products produced under the Bulgaria brand and will be called Meiji Bulgaria Yogurt Drink ONE SHOT.

The new product is a natural continuation of our successful partnership with Meiji and is proof of our mutual desire to expand the range of products manufactured under Bulgarian license. We are delighted that, together with Meiji, we are continuing to establish Bulgaria's name as a symbol of quality and healthy eating," commented Assoc. Prof. Svetlana Minkova, head of the Research Center at LB.

Together with Nikolay Stoynev, Executive Director of El Bi Bulgaricum, the company's commercial director Atanas Mishev, and Lucian Trendafilov from the International Department, held a meeting with Daishi Araj, head of the Yogurt team at Meiji, as well as Yusuke Sugara and Takahiro Sakurai, who are part of the same team.

Translated with DeepL.