As one of its home delivery offerings, Morinaga has introduced a functional drink aimed at joint health and general health in the middle age and older consumer category. Uruou Glucosamine Drink うるおうグルコサミン. Uruou 潤う・うるおう means wet or moist, but can also convey the meaning smooth as in smooth joint movement. It also contains the meaning, "to benefit from", therefore it pops up in product names and copy from time to time.
The copy for the product states "for everyday movement, walking and health (power) support". Morinaga provides this in the form of a yogurt flavored drink including 4 functional ingredients. These are the following:
1) glucosamine (1,500 mg) - an amino-sugar or aminoglucoside are naturally occurring in the body, but for supplementation are derived from crustaceans and shellfish. It is found in bone, cartilage and joint fluid. The idea is that glucosamines which have been broken down and are easily taken in by the body help in forming new cartilage and in supporting joint health. As I understand it the jury is still out on the effectiveness of glucosamine.
2) collagen (1,000 mg) - collagen if found in cartilage, skin and connective tissue. Low molecular weight collagen (easy to absorb) is very popular in Japan for perceived beauty and health benefits. Collagen is a major component of cartilage and therefore the reasoning is similar to the above. Once again, research is ongoing but the appeal is clear.
3) hyaluronic acid (5 mg) - another component of healthy skin, cartilage and joints. Therefore ditto on all of the above. Both collagen and hyaluronic acid are found in body tissue that requires adequate fluid content and elasticity, thus both skin and joint tissue.
and
4) Shield Lactic Acid Bacteria M-1 - this is a probiotic strain developed by Morinaga which has high heat resistance and boasts improved immune function in test subjects. This effect is not joint related, but instead targets the same audience - people who are aging and suffering joint problems are probably also increasing concerned about immune function (ability to resist infection, colds, the flu, etc.).
In summary, this product throws in several components of healthy joints with the assumption that they will be used by the body to maintain healthy joints, and then adds in a proprietary probiotic for general health maintenance.
The appeal of this type of product is obvious, it checks a lot of boxes and is readily understandable for people in the market for such ingredients. It is also delivered to the door several times a week. The added benefit for companies is that no new scientific data needs to be generated.
Key words: Morinaga, home delivery, glucosamine, collagen, hyaluronic acid, Shield Lactic Acid Bacteria M-1, probiotic, Japan, 森永 宅配 グルコサミン コラーゲン ヒアルロン酸 シールド乳酸菌M-1プロバイオティクス
http://takuhaimilk.ne.jp/products/uruou/
Photo is a web capture for explanatory purposes, copyright belongs to the company.
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