Yakult Honsha Co., Ltd. will launch “Miluuju Ca Plus” (JPY 140/500 ml) as part of their “Miluuju” series of milk beverages nationwide on 1 October 2008. “Miluuju” brand milk beverages are made using the company’s yoghurt, and were first released in 1994. In 2004, the product’s health appeal was raised by fortifying it with vitamin D, which helps expedite calcium absorption in the digestive tract. With the added vitamin D functionality, the product became an FNFC. The company is hoping to increase sales of “Miluuju” particularly among men and women in their teens and twenties by fortifying the existing vitamin D formula with calcium. One bottle contains 265 mg of calcium and between 1.5-5.0 μg of vitamin D.