- Strengthening "Eat Well" Through Healthier Product Innovation While Expanding "Live Well" Experiences
- Introducing "Ajinomoto KooRan," a New Commitment to Empower Local Thai Restaurants and Street Food Vendors Nationwide
Ajinomoto Co., (Thailand) Ltd., a global leader in "AminoScience" and nutrition-based food innovation, has reaffirmed its 2026 business direction, marking a new phase of growth under its vision of becoming a trusted well-being partner for Thai consumers. Under this direction, the company aims to bring well-being into people's everyday lives while driving sustainable business growth. Leveraging its unique expertise in "AminoScience," Ajinomoto is committed to delivering innovative food, nutrition, and lifestyle solutions that create shared value for consumers, food vendors, communities, and society, guided by its "Eat Well, Live Well" philosophy.
In 2025, Ajinomoto Thailand recorded revenue of 34 billion baht, driven by the strong performance of its flagship brands, including:
- RosDee - No. 1 market share in the flavor seasoning category (approx. 90%)
- AJI-NO-MOTO(R) - No. 1 market share in the MSG category (approx. 80%)
- Birdy(R) - No. 1 market share in the canned coffee category (approx. 50%)
Mr. Satoshi Utagawa, Managing Director of Ajinomoto Co., (Thailand) Ltd., said, "This year, Ajinomoto Thailand aims to leverage global innovations and deep local insights to strengthen its position as a trusted well-being partner for Thai consumers, food vendors, communities, and food businesses."
Future Food Trends 2026*
According to Innova Market Insights 2026, three key trends are shaping consumer behavior globally and in Thailand:
- Good Value for Money - Two out of three consumers regularly compare prices before making purchases, seeking greater value without compromising quality.
- Vitality and Longevity - Consumers are placing greater emphasis on maintaining long-term health and well-being through nutrition and healthier lifestyles.
- Made for Moments - Demand continues to grow for convenient food and beverage solutions tailored to specific occasions, lifestyles, and emotional needs throughout the day.
2026 Business Direction: Always Beside Your "Eat Well, Live Well" Journey
Mr. Satoshi Utagawa, Managing Director of Ajinomoto Co., (Thailand) Ltd. said, "Guided by evolving food trends and consumer insights, Ajinomoto has shaped its 2026 business direction to further advance the 'Eat Well, Live Well' journey through three strategic pillars:
- Strengthen "Eat Well" Through "AminoScience"-Powered Innovation
- Expand healthier product offerings to strengthen the company's health-focused portfolio, while enhancing nutrition solutions that deliver both great taste and well-being benefits.
- Leverage "AminoScience" to improve flavor while supporting healthier eating habits through initiatives such as the Thailand Victory Project, which will continue to support Thai athletes through the Asian Games 2026 while expanding the Winning Meals program from athletes to general consumers.
- Promote the Better Meal campaign by collaborating with restaurant partners across the food value chain to encourage consumers to make healthier and more nutritious food choices.
- Expand "Live Well" Experiences
- Bring greater enjoyment to consumers' everyday lives by expanding the product portfolio to meet evolving lifestyles and preferences, while engaging younger generations through brand ambassadors.
- Expand the household frozen food business with Ajinomoto UMAI (household frozen food brand), offering authentic Japanese frozen ready-to-eat meals designed for today's convenience-driven lifestyles.
- Empower local restaurants and street food vendors nationwide through the Ajinomoto KooRan
- Connect consumers through wellness, creativity, and culture by introducing the Amino Museum Exhibition, combining nutrition, art, and immersive consumer experiences.
- Evolve into a Trusted Well-Being Partner
- Continue evolving beyond a food manufacturer to become a trusted everyday well-being partner by supporting consumers' health, happiness, and quality of life while contributing to a more sustainable future through healthier food ecosystems and environmental initiatives.
"Ajinomoto KooRan": A Trusted Solutions Partner for Local Restaurants and Street Food Vendors
Recognizing the vital role that local restaurants and street food vendors play in Thailand's food ecosystem, Ajinomoto is introducing Ajinomoto KooRan, a new commitment designed to empower local restaurants and vendors nationwide through the principles of cost control, operational efficiency, and time savings. Today, nearly 50% of meals consumed in Thailand are purchased from restaurants through dine-in, takeaway, and delivery services, highlighting the essential role these businesses play in the country's daily life and rich culinary culture.
With an estimated 700,000-1 million food service outlets operating nationwide, Ajinomoto aims to position Ajinomoto KooRan as a top-of-mind solutions partner for Thai restaurant owners. Beyond innovative products, the Ajinomoto Kooran initiative will support local restaurants and vendors through practical business solutions, knowledge sharing, and digital community engagement, helping them improve operational efficiency while continuing to deliver quality food experiences to consumers.
"As we continue to evolve from a food company into a trusted well-being partner, our goal is not only to deliver better products but also to create a positive impact across society, from consumers and communities to food vendors and business partners. Through 'AminoScience,' we remain committed to helping Thais Eat Well and Live Well every day," Mr. Utagawa concluded.
Ajinomoto's 2025 Sustainability Achievements
In line with its commitment to sustainability, Ajinomoto also achieved significant progress across its environmental goals, GHG Scope 1 and 2 emissions: 100%a (vs. 2018 baseline) / Recyclable packaging: 68%a (vs. 2019 baseline) / Food waste reduction: 91%a (vs. 2018 baseline) / Water consumption reduction: 19.2%a (vs. 2018 baseline) / Sustainable procurement: 100%.