Lotte Chilsung launches Kloud PURINE CUT DOWN with purine cut about 90%
In short
Lotte Chilsung said on October 6 that it has launched Kloud PURINE CUT DOWN, an alcoholic product whose purine content is about 90% lower than comparable drinks, at under 0.5mg per 100mL. The company said the reduction comes from a physical removal process it calls the Poseidon System, and that it targeted consumers who choose drinks by ingredients and calories rather than taste alone.
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Lotte Chilsung said on October 6 that it has launched Kloud PURINE CUT DOWN, a new alcoholic product whose purine content is about 90% lower than that of comparable alcoholic drinks. Asia Economy reported the purine content is under 0.5mg per 100mL, while Chosun Ilbo described the product as having purine content significantly lower than existing products. Newsis reported the same launch and the roughly 90% figure. [ 1 , 2 , 3 ]
The reports explain purine as a substance naturally present in the body's cells and in various foods that becomes uric acid when broken down. Uric acid is mostly dissolved in the blood and excreted through the kidneys in urine, but when it accumulates excessively it can form crystals in joints and cause inflammation and pain associated with gout, according to Chosun Ilbo and Asia Economy. [ 1 , 3 ]
According to Asia Economy, the lower purine level is achieved through a physical purine removal process called the Poseidon System, described as an upgraded system for dispersing and mixing activated carbon. The report said manufacturing conditions were finely adjusted to balance flavour and body so the drink keeps the taste and drinking experience expected of alcohol. [ 3 ]
A Lotte Chilsung official said the product targets a consumption trend in which drinkers choose alcohol not only by taste but by their own criteria such as ingredients and calories, according to Asia Economy. The official said the drink has been brought down to the level generally labelled “purine zero” in the Japanese alcohol industry and that the company did not give up the drink's original taste or drinking satisfaction, calling it a product with high completeness. [ 3 ]
The documents give no pricing, distribution or independent verification of the product's purine content, and the company's figures and health-related framing are reported as the company's own claims. [ 1 , 2 , 3 ]
Why it matters
The launch is a company's bid to sell an alcoholic drink on a health-related attribute, purine content, to consumers increasingly weighing ingredients and calories. Outlets covering it are business titles reporting a product release, so the significance offered here is limited to the company's own positioning and the trend it says it is targeting.
Key facts
- Lotte Chilsung said it launched a new alcoholic product, Kloud PURINE CUT DOWN, on October 6. [ 1 , 2 , 3 ]
- The company said purine content is about 90% lower than in comparable alcoholic products. [ 2 , 3 ]
- Asia Economy reported the purine content is under 0.5mg per 100mL. [ 3 ]
- Purine occurs naturally in food and is broken down into uric acid in the body; uric acid that builds up can be linked to gout, according to the reports. [ 1 , 3 ]
- Lotte Chilsung said the reduction uses a physical purine removal process called the Poseidon System, described as an upgraded activated-carbon dispersion and mixing process. [ 3 ]
- A company official said the product targets consumers who set their own criteria such as ingredients and calories when choosing alcohol. [ 3 ]
Confirmed by several sources
- Lotte Chilsung announced the launch of Kloud PURINE CUT DOWN, an alcoholic product with purine content reduced by about 90% against comparable products. [ 1 , 2 , 3 ]
- Purine is described as a substance naturally present in food that becomes uric acid when broken down in the body, and excess uric acid can be associated with gout. [ 1 , 3 ]
- The company announced the launch on October 6. [ 1 , 2 , 3 ]
Still unclear
- The precise purine content of the product. Asia Economy gives under 0.5mg per 100mL, while the Chosun Ilbo summary is truncated and shows only a partial figure, so no second outlet confirms the same number.
- Whether the purine and health claims have been independently verified. All figures and the gout-related framing come from the company or from outlets repeating the company's announcement; the documents describe no independent testing or regulatory confirmation.
- Price, exact on-sale date and markets where the product will be sold. None of the documents state pricing, a release date beyond the October 6 announcement, or distribution details.
- How the product's purine level compares with rival products in practice. The roughly 90% reduction is stated against ‘comparable alcoholic products’ without naming specific competitor products or figures.
What local media are saying
Timeline, local time
- Chosun Ilbo publishes its report on the Lotte Chilsung launch. [ 1 ]
- Newsis publishes its report that Lotte Chilsung launched Kloud PURINE CUT DOWN with purine about 90% lower. [ 2 ]
- Asia Economy publishes a detailed report on the product, the Poseidon System process and the company's rationale. [ 3 ]