Fortitude Japan Launches "Misamisa" Soy Protein to Address Protein Deficiency in Seniors

Solving Protein Deficiency in Seniors with Protein

Fortitude Japan Co., Ltd. (Headquarters: Shibuya, Tokyo; CEO: Takashi Okubo), through its health brand "Misamisa," launched "Misamisa Soy Protein," a soy-based protein designed for seniors, on its official website on May 26, 2026.

It is available in two flavors: Brown Sugar and Matcha. The product is formulated without artificial sweeteners, flavors, or colors, and includes glucosamine, chondroitin, trehalose, and various vitamins, making it a reliable choice for daily consumption. Amazon sales are also scheduled to begin soon.

### The Social Issue: Protein Deficiency in Japan

Protein deficiency is widely recognized across all age groups in Japan. The Ministry of Health, Labour and Welfare's "Dietary Reference Intakes for Japanese (2025 Edition)" recommends a daily protein intake of 60g for men and 50g for women over 65. However, due to reduced appetite, chewing difficulties, and imbalanced nutrition associated with aging, meeting these requirements through meals alone is becoming increasingly difficult. Misamisa Soy Protein was created to support daily protein replenishment habits.

### The Background of Development: The Absence of Senior-Friendly Protein

Traditionally, the protein market has focused primarily on body composition and muscle building for younger generations. There were few products that considered joint care and were safe for the elderly to drink daily.

Responding to feedback from seniors—such as, "Since I drink this every day, I want to avoid artificial sweeteners and colors" and "I'm concerned about my knees and hips, not just my muscles"—Fortitude Japan developed Misamisa Soy Protein.

### Comment from CEO Takashi Okubo

This project began when my elderly mother was diagnosed with a terminal illness with a two-year life expectancy.

Questioning how my mother, who appeared healthy, could have only two years left, I arrived at the concept of a protein-centered diet. Many commercially available protein products had strong flavors, so I thought, "I'll just make it myself."

Now, five years after her terminal diagnosis, my mother is still working happily. I hope this product will help more people live healthy lives in their later years.

### Three Features of Misamisa Soy Protein

#### Feature 1: Ingredients for Complete Joint Care In addition to 20g of protein per serving (the building block of muscles), Misamisa Soy Protein is carefully formulated with ingredients known for joint cartilage support: - Glucosamine: Known as a component of joint cartilage, its production in the body decreases with age. - Chondroitin: A component found in cartilage tissue that helps maintain joint flexibility and elasticity. - Trehalose: A natural sugar widely found in nature with a low glycemic index, known for its cell-protective properties.

#### Feature 2: 11 Vitamins in One Serving Each serving (30g) is condensed with 11 vitamins: A, D, E, B1, B2, Niacin, B6, Folic Acid, B12, Calcium Pantothenate, and C. This allows for the replenishment of multivitamins often lacking in daily meals.

#### Feature 3: No Artificial Flavors or Colors; Natural Sweetener Stevia Since it's something consumed daily, we avoided unnecessary additives. By adopting natural stevia as a sweetener, we created a gentle taste that highlights the original flavors of brown sugar and matcha.