Popular Carbonated Drink "LifeGuard" Appears as "Gumikaku"! "Seven Premium Gumikaku LifeGuard Flavor" New Release from July 7 (Tue)

Seven-Eleven Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President: Tomohiro Akutsu) will launch "Seven Premium Gumikaku LifeGuard Flavor," a new product in collaboration with Cheerio Japan Co., Ltd.'s (Headquarters: Chiyoda-ku, Tokyo; President: Haruki Sugai) long-selling carbonated drink "LifeGuard," sequentially at Seven-Eleven stores nationwide starting July 7 (Tue).

This product is a square-shaped, hybrid-texture gummy that faithfully reproduces the unique and refreshing taste of "LifeGuard." While "LifeGuard" has a proven track record of collaborations in the confectionery field, this is the first time it has partnered with Seven Premium's "Gumikaku" series.

Uses officially approved Cheerio flavor! "That taste" in a "crispy-chewy" two-layer gummy!

Seven Premium Gumikaku LifeGuard Flavor

Price: 110 yen (118.80 yen including tax)

Release Date: Starting sequentially from July 7 (Tue)

Sales Area: Nationwide

*Limited quantity

Uses officially approved Cheerio flavor!

To recreate the popular drink's flavor, officially approved "LifeGuard flavor" from Cheerio is used. The moment you take a bite, the unique flavor of that energy drink will fill your mouth.

"Gumikaku" with a "crispy x chewy" two-layer texture

"Gumikaku" is a gummy that allows you to enjoy two textures: the "crispy" outer layer and the elastic "chewy" inner layer. You can fully enjoy the harmony of different textures in one piece, making it delicious until the end without getting bored.

About Cheerio Group

Since its founding in 1961, Cheerio has been a beverage manufacturer that continues to release a wide variety of unique soft drinks with the slogan "Delicious, Fun, New." Among them, "LifeGuard," born in 1986, is a long-selling brand that has been loved by generations, especially young people, for nearly 40 years with its camouflage pattern packaging and unique taste formulated with 7 types of vitamins and 7 types of amino acids. In recent years, Cheerio has been actively challenging itself with pioneering designs and cross-industry collaborations beyond beverages, always delivering excitement to consumers.

Official HP: https://www.cheerio.co.jp/

Comments from the person in charge

We are very pleased that the first collaboration between "LifeGuard," which has produced many hit products through collaborations with confectionery, and our popular "Gumikaku" series has been realized. This product was born from the desire to deliver a "new sense of three-dimensional refreshing experience" different from drinking, using officially approved Cheerio flavor. We hope you will enjoy the exquisite two-layer structure that changes from the pleasant crispy texture of the corners when you bite into it, made possible by the square shape of "Gumikaku," to the chewy texture inside, and the harmony with the "LifeGuard" flavor, as a moment of refreshment.

*Prices may vary by store.

*Tax-included prices are shown with 8% consumption tax applied under the reduced tax rate.

*Products may become unavailable in stores due to the planned quantity being sold out or for other reasons.

*Some stores may not carry certain products, or product names/specifications may differ.

*Images are for illustrative purposes only.

*Sales region classification for products can be found here: https://www.sej.co.jp/products/area/

*Information is current as of this date. Please check the HP for the latest information.