The Idea Behind the Product Name GUTEN

The Idea Behind the Product Name GUTEN

The carbonated beverage containing protein that we sell is named “GUTEN. Some people may not know what to call it. It is called “Guten. It is actually taken from the German language and has an important meaning that is related to the reason why we developed this product. In this article, I would like to introduce the meaning of the name of our new product “GUTEN” and the thoughts behind it.

The product name of our new drink is GUTEN

The reason why this drink is named in German has to do with our founder and developer of the drink. Our founder Thorsten Bohg from Germany is the CEO of GUTEN Japan Co., Tokyo. Thorsten lived in Japan as a teenager and stayed with a Japanese home-stay family. He a YFU-high school exchange year and was deeply fascinated by Japan. Since then, he has studied and later worked in Japan on several occations and eventually established his first Japanese company in 2017. During the Corona pandemic, unable to enter Japan, Thorsten took the time to develop GUTEN in his native Germany for a launch in 2024.

Meaning of GUTEN

The German word “GUTEN” is a word you may have heard somewhere before. because it is part of the most common greetings in Germany. Good morning” is ‘Guten Morgen’ and ‘Good evening’ is ‘Guten Abend’. So, "Guten" refers to something good, be it a good day, a good evening, or simply anything good.

GUTEN, a can filled with only the good things

The meaning of the word “good” will make sense when you know what is contained in this drink. The drink contains amino acids or protein, which are the ingredients for building any cell in the human body. They play an important role especially or our skin, hair, joints, blood and our entire immune system. This drink contains lysine (lysine), alanine, glycine, proline, and arginine, five important amino acids. Thus, “GUTEN” is a drink that is “good” for the body.

Why we developed GUTEN

Our founder and developer of GUTEN, Thorsten from Germany, had long been dissatisfied with many drinks, because they are often high in sugar and contain many additives. On the other hand, drinks that are good for you don't taste good. In other words, one had to choose between something tasty and something good for one's health. There were no “good” drinks out there. That is why we needed a “good” drink that tasted good and was healthy. That is why we developed GUTEN.

A drink that is also our way of giving back to Japan

Thus, the drinks we make are strongly imbued with our founder and developer's thoughts. Thorsten, developer of GUTEN, strives to make GUTEN popular in Japan, giving a healthy alternative to "normal" people during their busy daily lives. Thorsten has fond memories of all the affection he received in Japan from young age and feels that Japan is the right place to start a global movement towards more healthy, nutritious and enjoyable drinks. Therefore, “GUTEN” is our way of giving back to Japan in the hope that many Japanese will lead even healthier lives.