Lion Corp intends to enter the functional food market, using its knowledge of oral care technology to produce drinks and supplements that will help prevent tooth decay and periodontal diseases. It will also offer Japanese consumers various products certified as health foods by the Ministry of Health, Labor and Welfare.

Japan’s number one toothpaste manufacturer will utilise the over-the-counter medicinal brands it acquired from Chugai Pharmaceutical in 2004 in the development of its new functional food interests and intends to use the Guronsan health drink brand.

The company hopes that when established these operations will generate JPY10bn (US$85.1m) annually.

According to a report in Asia Pulse, Lion will begin marketing the products this summer, and believes that sales will benefit from its well-established retail outlets.