Utilizing Non-Standard Miyazaki 'Gold Kiwi'! Launching 'Kirin Hyoketsu® mottainai Gold Kiwi (Limited Time)' to Reduce Fruit Food Loss and Support Farmers.

Kirin Brewery Co., Ltd. (President: Hideki Horiguchi) will launch 'Kirin Hyoketsu® mottainai Gold Kiwi (Limited Time)' (350ml and 500ml cans) nationwide on June 30 (Tue) as part of its ongoing CSV activities to reduce fruit food loss and support farmers. By utilizing Miyazaki-grown 'Gold Kiwi' that was destined to be discarded due to failing to meet size or appearance standards despite being delicious, the company contributes to reducing fruit food loss. Additionally, a portion of the product's sales will be donated to support Japanese fruit farmers, aiming to solve the challenges they face together with the customers who purchase the product. For 'Kirin Hyoketsu®' (hereinafter 'Hyoketsu®'), which has delivered 'fresh and refreshing fruit taste' since its inception, fruit is indispensable. On the other hand, due to the impact of climate change, the number of non-standard fruits is increasing, and the challenges faced by fruit farmers have been growing in recent years. To contribute to solving these issues, the 'Hyoketsu® mottainai' series was born in 2024, delivering non-standard fruits as 'Mottainai Fruit' in the form of chuhai. The concept of enjoying special fruit flavors while contributing to society has received much empathy, and it is being picked up by customers who have never drunk 'Hyoketsu®' before, especially among the younger generation. 'Kirin Hyoketsu® mottainai Gold Kiwi (Limited Time)' uses 'Mottainai Fruit' from Miyazaki-grown 'Gold Kiwi,' which is characterized by its tropical, rich aroma and juicy taste. With this launch, the company aims to reduce food loss by approximately 23 tons of 'Mottainai Fruit.' By using the launch of this seasonal limited-edition product as an opportunity, the company hopes that both existing and new customers will pick up the 'Hyoketsu® mottainai' series, accelerating the creation of value for 'Mottainai Fruit' and expanding the circle of 'Turning Mottainai! into Delicious!' The 'Hyoketsu® mottainai' series aims to revitalize the RTD market by working on fruit food loss reduction and fruit farmer support, with the vision of 'Creating connections through fruit food loss reduction, spreading "good for society" to "happy for me," and making people and the future brighter and richer.' - Uses Miyazaki-grown 'Gold Kiwi' that was destined to be discarded due to size, shape, or scratches caused by tree weakening from heavy rain or wind, despite being delicious. - Features the refreshing sweetness and acidity unique to Miyazaki 'Gold Kiwi,' offering a fresh taste with a crisp carbonated finish. (0.2% fruit juice) - The 'Hyoketsu® mottainai' logo and the iconic diamond-cut fruit illustration of 'Hyoketsu®' express 'unprecedented novelty' and a 'socially friendly image.' - The design conveys a sense of the season by depicting a parasol that evokes the tropical and summery feel of Miyazaki Prefecture. - A QR code is provided on the back of the package to access a special website that explains the details of the 'Hyoketsu® mottainai' initiative. ■ Comment from Gold Kiwi Farmer, Mr. Hiroto Ichimasa These are 'Mottainai Fruits' that are small in size but were grown with care. I am happy that we can deliver the deliciousness of kiwis, which have received plenty of blessings from the sun, to everyone in a different form. Please enjoy them. Kirin Group contributes to the realization of a society with a rich heart by expanding new joys of 'food and health' through manufacturing that looks at nature and people.