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"The First" in Japan! Ajinomoto Launches
Cholesterol-Reducing, tasty as well, Pure Select SARALEAR
Healthy Mayonnaise type dressing, Approved as a "Food for Specified Health Use"
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August 30, 2004 - Tokyo - Ajinomoto Co., Inc. (President: Kunio Egashira; Headquarters: Tokyo, Japan) announces the launch of Pure Select SARALEAR, the first healthy mayonnaise type dressing in Japan that has a benefit of reducing cholesterol level. Pure Select SARALEAR has been approved as a "Food for Specified Health Use" by the Ministry of Health, Labor and Welfare in Japan in Aug.2004.
"Pure Select SARALEAR contains phytosterol ester, a natural component of edible vegetable oils that has been proven effective in reducing blood cholesterol levels. We expect this innovative new product to appeal to health-conscious consumers," said Sohei Ishiwata, President of Ajinomoto's Seasonings & Food Products Company.
According to NNS(National Nutrition Survey), the people with high cholesterol levels occupy one third of Japanese adults, that corresponds to approximately 30 million populations. The percentage is highest among people in their fifties at 41%, followed by the sixties at 37%. (See chart below.)
A test conducted by Ajinomoto showed that the total cholesterol in males who ate a tablespoon (15g) of Pure Select SARALEAR every day, decreased significantly after two weeks. Low-density lipoprotein (LDL) cholesterol in hypercholesterolemia(total cholesterol ≧ 220mg/dl) was reduced close to the normal range (average reduction 9%) within one month. (See graphs below.)
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A test conducted by Ajinomoto showed that males who ate a tablespoonful (15g) of Pure Select SARALEAR everyday, their total cholesterol amount had an obviously decline in 2 weeks later. Also for those who are low-density lipoprotein (LDL) chotesterol had on average lost 9% of their cholesterol volume a month later. (See below graphs)
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Pure Select SARALEAR offers three major benefits:
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Pure Select SARALEAR will be available in stores across Japan from 10th September 2004, supported by a series of marketing promotional program including TV commercials, Newspaper and Magazine advertisement, In-store promotion, product sampling, etc.
Along with various home use seasonings, mayonnaise is the one which has highest consumption in Japanese households.
[ABOUT AJINOMOTO]
Ajinomoto Co., Inc. (Ajinomoto) was established in Japan in 1909. Ajinomoto aims to be a unique and distinctive company trusted by people around the world. The Company's philosophy centers on contributing to significant advances in food and heath on a global basis, and ultimately creating a better life for all. Leadership, innovation and foresight are keys to our commitment to providing safe and reliable products of the highest quality, and Ajinomoto are currently executing a comprehensive program to further improve our rigorous system of quality assurance. Over the last 90 years, Ajinomoto has grown rapidly through its expertise in fermentation technologies and business & geographical diversification, and is now an established seasoning and process food manufacture, and the world's leading company of amino acid products.
Ajinomoto has expanded its global networks that cover 23 countries and regions. These include 105 manufacturing plants in 15 countries and regions with 58 of these plants in Japan and 47 in the United States, Europe and Asia.
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