Today's breakfast purchase included a bottle of Bear pop. Not bad tasting, a bit like ginger-beer, and apparantly it's a pick-me-up tonic including ガラナ (guarana).
I think it's called "Co-up" drink. And they warn you to beware of pre-hibernating bears scrounging for food. 熊 (kuma) is bear and I guess higuma means fire-bear!
The Engrish explanation written on the side leaves something to be desired:
BE CAREFUL. HIGUMA GET UP! COME UP! AND CO-UP!
Higuma is the most fierce wild animal in Hokkaido. It usually inhabits in the mountain but sometimes goes down to country side for food before and after hibernation. When you make a sound such as a bell, it runs away. Unless you don't run into it, it will do no harm to you. It has less habitat and is hunted indiscriminately by human. It is getting to decrease rapidly. We have to protect this animal from such of unfavorable environment.
The Wilderness North-Island company does seem to mean well for they are making efforts to protect this bear. Check out their homepage for a jigsaw puzzle.