Launched in 2018 as a personalized beauty supplements brand, FUJIMI was founded by Japanese digital venture company TRICO Inc and acquired by cosmetics giant POLA-ORBIS Group in 2021.
The subsequent release of its Clear Protein series is said to gain traction largely due to its position as a refreshing, juice-like alternative to heavy, milky protein shakes.
Built around whey protein isolate, it claims to provide the muscle-recovery and tissue-building benefits of traditional protein but in lighter, fruity flavors such as Clear Lemonade. Each individually packed serving contains about 20g of protein that dissolves quickly in water.
On June 1, FUJIMI added a new apple-flavored variation to this range, in collaboration with Sanrio’s Hello Kitty. The limited-edition packaging features specially designed motifs of the beloved character.
With its translucent, yellowish hue and a mix of crisp sweetness and subtle acidity, the drink recreates the light and refreshing experience of consuming apple juice.
“For those who feel that protein is ‘too difficult’, we will deliver an experience where beauty and health blend seamlessly into your daily life through the adorable world of Hello Kitty,” the brand said.
“It dissolves quickly in water with just a few shakes in a shaker and is designed to prevent clumping. Each serving contains approximately 82kcal, making it great not only as a meal replacement, but also as a relaxing treat or a guilt-free reward when you crave something sweet.”
In addition, each serving of the product provides about 17g of protein, vitamin C, iron, zinc, and 2,200mg of collagen to support beauty needs.
Supplementing a widely lacked nutrient
Launched in 2018, Japanese wellness and skin care brand KINS specializes in microbiome science to balance the body’s natural bacteria and improve skin, scalp, and gut health.
The brand believes that for the body to maintain a healthy state, sufficient protein intake is indispensable.
“Nowadays, protein products are widely available in convenience stores and supermarkets, and are becoming an integral part of daily life. We wanted to make microbiome care more accessible while supplementing the protein that is often lacking in the Japanese diet.”
This led to the development of its VINEGAR PROTEIN line, a powder-form functional beverage that has a vinegar drink-like taste and “does not feel like protein”.
KINS released a new pomegranate flavor for the product on June 1, which contains 11 types of vitamins and seven types of minerals essential for supporting both beauty and daily nutritional needs.
These include collagen peptide, indigestible dextrin, beetroot extract, blackcurrant extract, dextrin, lactic acid bacteria, niacin, calcium pantothenate, folic acid, extracted vitamin E, and more.
In particular, the collagen peptide used has been broken down into low molecular weight to enhance absorption, while Lactobacillus sporogenes was selected for being able to pair well with protein.
Additionally, each 20g serving contains approximately 4g of dietary fiber, a macronutrient that the brand says modern people tend to lack.
As it is designed to consumed daily, the product uses plant-derived stevia as an alternative sweetener, especially to cater to women who are calorie-conscious but still seek a tinge of sweetness.
“It can be mixed with sparkling water or hot water, depending on the user’s lifestyle and mood of the day. It has a vibrant sweet and sour flavor like a vinegar drink as well as a fruity aftertaste, so even those who don’t like heavy, sweet protein drinks will find it enjoyable.”
