Limited Edition 'Lifeguard' Rainbow Package Released! 'We are “Rainbow”' Campaign to Promote Diversity

Cheerio Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; CEO: Haruki Sugan) will launch a limited-edition rainbow package of its 'Lifeguard' survival drink on Tuesday, May 26, 2026, at FamilyMart stores nationwide (excluding some locations).

The Cheerio Group strives for a society where every individual can fully express their personality and shine. It continues to promote diversity through participation in Pride events across Japan. Under the slogan 'We are “Rainbow”,' Lifeguard joins a campaign by FamilyMart Co., Ltd. (Headquarters: Minato-ku, Tokyo; President: Takeo Kotani), where a portion of sales is donated to LGBTQ+ support.

Cross-Corporate Collaboration 'We are “Rainbow”' is a campaign involving six companies, including Cheerio Japan and FamilyMart, working together to support a society where everyone can be their authentic selves. Participating companies are releasing products featuring rainbow colors, a symbol of gender diversity. Cheerio Japan is participating for the second consecutive year.

Thoughts Behind the Package The familiar camouflage pattern is adorned with six rainbow colors, featuring the campaign's logo ribbon. According to FamilyMart, the ribbon represents the 'positivity' of accepting diversity and signifies a cross-industry initiative.

Cheerio Group's Initiatives With the slogan 'CHANGE WITH CHEERIO,' the group promotes diversity values using its beverages and vending machines as media. In fiscal 2025, the company sponsored 16 Pride events, with 266 employees (approx. 40% of the workforce) participating in parades. The company received the 'Gold' rating in the 'PRIDE Index 2025' for the third consecutive year and the 'Rainbow' certification for two consecutive years.

About Lifeguard 'Lifeguard' is a lightly carbonated survival drink formulated with seven vitamins, seven amino acids, honey, and royal jelly. Since its launch in 1986, it has been loved by all ages and celebrates its 40th anniversary this year.

[Product Information] - Name: Lifeguard Rainbow - Category: Carbonated Beverage - Volume: 500ml PET - Price: 150 yen (162 yen incl. tax) - Release Date: May 26, 2026 - Channel: FamilyMart stores nationwide