Thursday, July 31, 2008


Eel Surge Soda image courtesy of Japan Tobacco Inc.

A new canned soda called Eel Surge, made by Japan Tobacco Inc. premiered this month during Japan's summer eel eating season.

The drink supposedly builds stanima in men, which is the prime target consumer group. The yellow colored fizzy soft drink contains five vitamins, including A, B1, B2, D and E that are found in the eels.

"It's mainly for men who are exhausted by the summer's heat," said company spokesman Kazunori Hayashi.

The demand for eel, prepared as "kaba-yaki", which is broiled with sweet sauce, is so prevalent that two companies in Japan have been busted for mislabeling Chinese imported eels as being local home grown.

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