Pepsi launches 'fat-blocking' cola in Japan

Pepsi in Japan has launched a version of its cola drink it claims acts as a fat blocker -- the latest product on the Japanese market pitched as a healthy cola.

Made with an indigestible form of dextrin or dietary fiber, Pepsi Special is supposed to reduce the absorption of fat in the body from food intake and help lower cholesterol levels.

The latest product innovation out of Pepsi is modeled after the runaway hit of drink manufacturer Kirin Holdings, which launched what it marketed as the world’s first healthy cola drink this past spring. Kirin Mets Cola is also made with dextrin.

Perhaps nowhere in the world is the functional food market more developed than in Japan, where consumers can find everything from fat-fighting chocolate bars to age-defying alcoholic cocktails.

Pepsi Special goes on sale across Japan November 13 for ¥150 (€1.50 euros).

 

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