In the 1960s, he had helped fine-tune the flavor of Otsuka's"Oronamin C," a carbonated nutritional drink targeted at weary businessmen needing a midday pick-me-up. Now the"king of taste," as his peers called him, had set his sights on creating a new market in Japan.
Researchers developed dozens of prototypes, but they all tasted too bitter. The breakthrough came when they added a dash of citrus powder juice to their translucent solution, eventually refining the formula to two samples with differing sugar levels. It didn't have Coke's dark coloring and signature sweet fizz. Nor was it like Suntory's energy drink Regain, which appealed to businessmen prepared to work 24-hour shifts. Instead, Pocari Sweat promised to keep people hydrated.
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