Advertisement for Juvela, Japan's first commercial vitamin E product. Launched in 1938, Juvela was developed by the Sakuragaoka Laboratory and marketed by Tanabe Motosaburo Store Co., Ltd. (now part of the Mitsubishi Tanabe Pharma Corporation). The product's chocolate-brown coating, “hard outside, soft inside” pellets and stylish packaging garnered much attention in Japan at the time.